Chart of the Day: However, email attention spans are increasing
Concentrate, my little email geeks
First of all, let's give goldfish a bit of credit. It has been proved that Goldfish do not have a 9-second attention span, it's a complete myth. And yes, they do in fact have a larger attention span than humans. Slightly Awkward.
We are all guilty of it. We have so many distractions in this digital world. In fact, even while writing this, I have got distracted twice already. I'm currently listening to "white noise meditation" music and currently very focused... ooh something shiny!
What about email?
You will be pleased to learn that email is an entirely different kettle of fish (so to speak). The average time spent reading an email has increased to nearly 7% in the past 6 years. In 2016 the average time spent reading…
Chart of the Day: Hot email marketing skills
Email marketing - the job where you can wear many hats (even the weirdest ones)
I don't need to tell you, my little email geeks, that email marketing is a very diverse role. No one ever starts out to be an email marketer, they are from many different backgrounds or skills. For example, I was a developer first and then my situation changed and ultimately fell in love with email marketing.
The hot skill for 2018
We all have a more dominant skill and with each year the demand for those skills change. In my chart this week, we have three big changes between 2015 and 2017.
The more dominant skill is Marketing at 49.2%, which has grown in demand since 2015. Next is Development, which has the largest increase to 26.2%. The third has had…
Chart of the Day: How Length and Personalization Impact Email
Performance
The Email Urban Legend
I'm not talking about those awful email chain letters from the 1990s.
I'm talking about "keep your subject line length short". We all have heard this, right? I call this an email urban legend because it had never been correctly tested but it has always been accepted. But is this correct? Should we just accept these email legends?
Always question
It's hard to know what is an email urban legend and what is researched advise. The answer is to always look for research statistics. 10 years ago, short subject lines probably were true, but with a number of different devices available is that still true?
Chart
If we look at some authentic research like the chart below, we can see that only 5% of the emails in the research had a…
How email automation can create better results for your email marketing strategy
At Communicator, we are trusted partners in email marketing. We work in partnership with our customers, which are all ambitious brands to make sure that they are achieving breakthrough results using our software suite. As part of our focus to help you to achieve email sophistication, we wanted to share with you what email automation is and how it can help your email marketing.
First things first, what is email automation?
Automation by definition is where you introduce systems that will generate actions due to certain triggers that you set up. Applying this to email marketing, it means that once a customer subscribes to a certain email journey, they will automatically receive your emails without you having to do anything else. This is a brilliant…
Chart of the Day: Adobe Consumer Email Survey Report 2017
We are all guilty of it
As email marketers, we don't like to admit it, but we all do it at one point or another. We will annoy our customers. This is, unfortunately, part and parcel of email marketing, my little email geeks. You can't please all the people all of the time.
What do we do that annoys them?
So what annoys our clients? What are their pet peeves?
In our chart, we can see the main irk is getting emailed too often at 47%. This is no surprise. But what are the others? Let's look at the other top 3.
32% are annoyed by too wordy/poorly written emails.
This is a really good point. Long worded emails are boring and no one reads them. We need to write for emails, not an…
Chart of the Day: 2017 Deliverability Benchmark Report
The dreaded word
With Halloween on its way, you naturally start thinking about all things spooky. Things like clowns, vampires or toddlers who won't go to sleep.
For email marketers, there is something far scarier that strikes fear deep in our hearts ... poor deliverability.
Calm down my little email geeks. Finding out your inbox placement is a good thing. Once you find out your own, you can start strategizing how to improve it. And the chart below can let you know if you are within your industry benchmarks.
How does email get into the inbox?
"Email that is deemed malicious or untrustworthy is often blocked at the gateway, never reaching either the inbox or the spam folder. For messages that make it past the gateway, spam filters look at the reputation of the sender, subscriber engagement,…
A well-planned newsletter makes sure your customers always remember you
Enewsletter writing is hard – particularly as you don’t really get a great deal of feedback as to what works and what doesn't. The only guidelines email marketers can work off are engagements and clicks - but this metric varies depending on what vendor you use and how they measure engagement. So how do you know you're writing engaging copy?
[si_guide_block id="59002" title="Download our FREE Resource – The State of Email Marketing 2017" description="Global benchmarking research report to support Email Marketing Excellence."/]
Go out there and subscribe to some of your competitor's newsletters to see what works and what doesn’t. Don’t stop there. Check out newsletters in other businesses and areas. Look at some of your near-competitors (those who have products that are close to yours but not the same) and see what they do. They might have good ideas you can apply.
You…
When is the best day and time to send an email to suit your target audience?
When most email marketers consider how time relates to their efforts, they’re quick to focus on what hour is best to blast their communications. While deploying emails at an unfavorable time can certainly lead to lower engagement levels, many other time-related variables should also be considered — audience demographics, life milestones, the price of the service or offering that’s being marketed, and more.
With a deeper awareness of the issues in play, you can use the “time factor” to your advantage and better set up your campaigns for success.
[si_guide_block id="5508" title="Download Paid Member Resource – Email Marketing Strategy Guide " description="This comprehensive guide shows you how to take your email marketing strategy to the next level, covering a lot more than tips to improve your creative and copy, although we do cover this too."/]
Timing Is…
Chart of the Day: Why subscribers flag email as spam
If consumers mark your email as spam, then this is clearly unwelcome since not only has your brand been tarnished in their eyes, but even worse your delivery rates to existing subscribers could be harmed. So what triggers a 'mark as spam' click? Technology Advice Research asked 472 U.S. adults, "for what reasons have you marked a business' emails as spam?"
The results show that nearly half of customers mark emails as spam because of the frequency of emails. There isn't a one rule fits all in regards to email marketing frequency because each list, segment or country is different and your frequency should match this.
Almost a third of people claimed they hadn't purposefully subscribed to receive to the emails. This does not mean that they have been necessarily "spammed", it could be as simple as 'forced subscribe', which is the implicit…
Chart of the Day: Inactivity Managment
What is inactivity in email data management?
Your email marketing platform tracks all activity relating to your email marketing, including opens and clicks. It also tracks clients who have not interacted with your emails. Different platforms also rate inactivity differently, for instance, some may class opens still as non-activity because recipients haven't clicked on any links. So, before planning your campaigns it's best to check first.
Win-back campaigns
Win-back campaigns are aimed to re-engage your subscribers. They usually focus on an offer or Unique Selling Point (USP) depending on what you think will entice your subscriber. Your win-back campaigns can be either automated or manual, however, automation does take the hassle from creating one-off manual emails. While planning your campaign, you need to decide on three things:
What does inactive mean for you?
What are you going to do to entice your clients back?
What are you going to…
