Each year, the UK's DMA, fast.MAP and Alchemy Worx produce the Email Tracking Report, covering email attitudes and email-related behaviours among consumers.
The 2013 survey results challenge a few myths about consumer inboxes. For example, of those signed up to at least some mail from brands, almost half of consumers (48%) get less than three a day on average.
Below the report's infographic from the DMA I will look at some specific charts around email relevancy, which have some surprises! I wrote the summary and commentary for the survey so I can recommend some of the most useful data points.
One of the many messages of the report is that consumers distinguish between "marketing mails" in general and the marketing mails they actually get. Putting it simplistically, ask people if they like emails…
Email Marketing is already highly valued by a diverse range of B2B and B2C companies because of the excellent ROI it provides.
eCommerce brands are the biggest users of email, in no small part because the tracking makes the business case for email crystal clear.
Social media too puts huge value on the power of email. Facebook is joint third biggest sender of email worldwide. Whilst ExactTarget is the biggest ESP by sent volume, Facebook sends more email than all their clients put together (source Senderbase top senders)
Even so, could it be that email is undervalued, even by many big brands?
More often than not the value of email is determined by conversion resulting from an email click.
How about when there is no click on an email? Does it mean the email had no value?
It would be strange to consider…
When it comes to getting your emails into the inbox aka email deliverability, reputation is everything. In an ideal world, every email marketer would have good intentions, and there would be no need for email providers like Hotmail or Gmail to block any emails.
The reality however is that 70 percent of all emails that are sent worldwide is spam. Email providers have trust issues when it comes to parties that send a large amount of emails, and have every reason to.
To avoid being a "false positive" where your legitimate marketing mail is viewed as spam, there are plenty of techniques that help you gain trust of the various email providers and build a good email reputation. I will give an overview of these in this post.
In May we shared the second infographic in this post from Email Monks which summarises the importance of creating mobile responsive Email designs.
In September Litmus published another infographic on responsive email design. We thought this was well worth sharing also since it adds to the first with a technical explanation of How to Create a responsive email design with a code sample.
Email Monks infographic on Mobile Friendly Emails will walk you through the importance of adapting responsive mobile email design techniques in 2013.
With 43% of the people now reading and responding to emails through mobiles and 97% just viewing their emails once, it is high time marketers should use responsive mobile email design and coding techniques to stop providing bad experience to more than 50% of the email subscribers.
Email Monks code mobile friendly responsive…
The use of psychology in email marketing is often not at the front of many Marketers’ minds. This fascinates me since we’re so used to seeing the effects of overtly psychological marketing everywhere else we look; on TV, the radio and on public transport. It’s become part of the scenery of our daily lives. Why then is such an effective factor often overlooked when it comes to designing emails? Surely we should be doing all that we can to engage with people?
An important factor to consider is that everything we send to recipients will generate an automatic emotional response; be it positive or negative, large or small. The reason for this is because of the way our brains are wired.
We have so many decisions to make on a daily basis that it would be impossible for us to make a fully…
Like a lot of people of a certain age and disposition, I draw my wisdom from the novels of Douglas Adams.
For example, the front cover of the Hitchhiker's Guide to the Galaxy has practical advice for many marketing situations. It says:
"Don't panic"
This comes to mind whenever one of the webmail services changes something.
Each such change brings forward a host of virtual "the end is nigh" placards, with posts and articles proclaiming the Hotmail sweep feature, Gmail's priority inbox, Gmail's tabs might be the meteor that sends email marketing into extinction.
None of the numerous historical changes to webmail interfaces have significantly hurt the long-term success of email marketing.
Email marketing is in a very healthy state right now: the last…
The Email Marketing And Marketing Automation toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
