Email Marketing refers to the use of email to share marketing messages with customers and prospects. Although it may not be as glamorous as other online marketing tactics, when done right email marketing remains a very effective way of generating sales and/or leads.

Lies, Damned Lies & Email Best Practices

personalized emails It isn't often that one challenges best practices. They are called best practices because they are apparently the best. In 2008, Return Path conducted a subscriber experience study to see which businesses were following the best practices at the time, like personalizing messages and honoring unsubscribe requests within a reasonable timeframe. Flash forward five years, and we looked at the same businesses to spot any trends with best practices. Thanks to competitive email intelligence, we were able to go one step further and see which best practices should actually be considered "best" anymo [...]


Email-Like Ads Go Live In Gmail Android App 4.6

gmail-app-logo The latest version of the Android Gmail app, 4.6, has an entire library dedicated to code for ad execution as Artem Russakovskii of Android Police pointed out last week. Now the first signs of ads in the app have popped up. As with the desktop, Sponsored Promotion ads appear above, but in line with regular emails in the Promotions tab. Here's a first look at the ads in the Android app from Dutch blog Android World: It's not clear how wide spread the testing is or what regions the ads are appearing. A Google spokesperson wouldn't comment other than to say, "We’re always experimentin [...]


How To Collect Email Subscribers With Landing Pages That Convert At 50%

vero-remarketing-ad Using a dedicated landing page for an email marketing list can lift conversion rates up to 50%. That's an impressive figure! Better yet, a landing page per list, or per campaign, gives you the power to maximize the effectiveness of each individual funnel. This means you can play with all of the elements from the moment the customer hits your landing page to the moment they receive and react to your emails. Perhaps best of all, dedicated email landing pages allow you to use all of the great conversion optimization techniques that usually apply to your landing pages, so you can use the [...]


Conducting A Multi-Point Inspection On Your Email Program

inspection-tuneup-mechanic-featured [caption id="attachment_21484" align="alignright" width="206"] Stock image used with permission of Shutterstock.[/caption] I like lists. Okay, that's not quite true. I LOVE lists. Growing up, one of my favorite book series was The Book of Lists. So it's no surprise then that when it comes to email marketing, I seek out opportunities to use them. One great combination of marketing and lists takes place at any car service center. Through an offering often called a "multi-point inspection," the auto shop conducts a laundry list of maintenance checks as a diagnostic tool to see if anything [...]


Budgeting For Email Marketing: How To Invest In The “Killer App”

Holiday Emails Last week at the ExactTarget Connections Conference, I had that the opportunity to meet Forrester analyst Shar vanBoskirk. Like most in our industry, I was interested in her point of view on a question I often ponder, so I approached after her presentation and asked for it: “If email consistently has the highest conversion rate of all channels (search, social, etc.) why does it consistently receive the least amount of budget?” We see this with our clients, and it's something that Forrester Research reported on in their US Interactive Marketing Forecast, 2011 to 2016 that was recently fea [...]


Nielsen: Search Ads Gain Trust, But Traditional Ads Still Outrank Digital In Consumer Trust

Nielsen A new look at consumer trust in advertising from ratings agency Nielsen finds that, despite gains, consumers still put more trust in traditional paid advertising than digital ad formats. The Global Survey of Trust in Advertising compares consumer opinions in 2013 to those of 2007. With the exception of ads in newspapers, all ad formats saw increases in consumer trust from 2007. Trust in ads shown in search engine results rose 14 percent from 2007, up from 34 percent to 48 percent. Likewise 48 percent of consumers said they trust online video ads and ads on social networks -- neither ad t [...]


Three Tricks One Site Used To Increase Subscribers 150% In A Month

rabbit-hat-trick-featured If you are aiming to use email marketing effectively, then one of your primary focuses should always be to increase your subscribers. There are a myriad of ways to optimise your site for email subscription, but practical advice can be hard to come by. Here are 3 practical approaches you can use for inspiration to increase the subscribe rate for your blog, eCommerce store or Internet product. 1. Personalize Your Calls-To-Action Based On Customers' On-Site Actions Using behavior data to adjust what your customers see is a sure-fire way to increase your conversion rate. There are a lot [...]


Mobile Email Opens Hit 50%, iPad Drives Most Mobile Email Transactions [Report]

mobile-email-featured The Q2 Email Benchmark Study released by Experian Marketing Services this week is yet another indicator of consumers' shifting their email consumption habits to mobile. The study shows that half of all unique opens happen on mobile devices (which include smartphones and tablets). That puts Mobile-only opens ahead of all other individual platforms, and even outpaces the combination of Desktop-only and Webmail-only. The Experian study breaks out Desktop and Webmail platforms, but both are typically desktop-based. Webmail encompasses subscribers who opened via a webmail service "typically t [...]


Gmail Tabs Get Most Positive Reaction By Young Millenials, But Half Check Promotions Less Than Once A Week

gmail-logo-240px It may not come as a huge surprise, but more young millenials say the new Gmail tabs make inbox management easier than their more change-resistant elders, which in this case is anyone over the age of 24. According to a new study by marketing software firm StrongView (formerly StrongMail), half of young millenials (users aged 18 to 24) report the tab filtering makes it easier to manage their inboxes, versus just one-third of the rest of the surveyed population. Shawn Myers, VP of marketing at StrongView, said in a statement accompanying the survey results, “As the younger demographic ch [...]


Is Your Email Program Experiencing That 2:30 Feeling?

tired guy at work [caption id="attachment_57759" align="alignright" width="300"] Image via Shutterstock[/caption] That 2:30 feeling doesn't just hit people. Think about your email program and how energized it is. If email marketers are honest with themselves, many would admit their programs have hit a lull. They've become sluggish, struggling to make it over the afternoon hump and burst with life again. Fatigue has set in and productivity has plateaued. The program needs an energy boost, and fortunately there are a lot of flavors to choose from. Flavor 1: Triggerlicious No doubt your email program has a [...]


10 Holiday Gift Guide Ideas For Email

Pottery Barn - Parties Planning your holiday email campaigns? You should be. There are any number of tried and true approaches to engaging your subscribers over the holiday season. Gift guides, in particular, tend to be high performers. In fact, I strongly recommend that, rather than running just one gift guide campaign, you consider the following ideas to extend your gift guide campaigns throughout the season. Even better, several of the examples below combine multiple concepts into one campaign! 1. Price The most straightforward gift guide is to offer by price. Gift givers generally have a threshold in mind f [...]


Google Analytics Email Marketing Dashboard For Beginners

google-analytics-featured I received an email from an online retailer today that was a hot mess. It had no text, only one gigantic image, and the image had no alt text or anything to indicate what the email was about before I consented to loading the image. Fail -- major fail. With the sophisticated software and programs available today for email marketing, the state of emails I receive from huge corporations blows me away. Historically, email marketing has been an afterthought. There are those that do it well. Really well. But it seems to me that a majority of email marketing is this last-minute, "crap I forgot [...]


Gmail’s Tabbed Inbox: The Good News & The Bad News

gmail inbox tabs Reactions to Google's new tabbed inbox in Gmail are reminiscent of past changes to some of our favorite inboxes. A quick Google search shows dozens of articles on how to survive major inbox overhauls like Google Wave, Gmail Priority Inbox, and Hotmail's Sweep. These changes to the inbox pale in comparison to the threat that mobile devices and social media pose to email marketing -- yet, despite the death threats it's received over the years, email has always triumphed over adversity. So, the question here is: Will Gmail's tabbed inbox pose little threat to email marketing, or is email market [...]


7 Issues That Will Kill Your Email Conversions

Many posts list ways to increase the effectiveness of your email marketing campaigns... but what about the things you shouldn't do? Here's a list of seven things that will actively decrease the effectiveness of your email marketing campaigns. You can improve your emails conversions by avoiding these issues! 1. Incorrectly Tracking Conversions When it comes to online marketing optimisation, it's important not to focus on too many metrics at once. Opens, clicks and subscribes tell you a lot about the various aspects of your campaign and can help you determine whether you should work on [...]


Study: 75% Of Smartphone Owners “Highly Likely” To Delete Emails They Can’t Read On Their Phone

delete-keyboard-buttons-featured Email service provider Constant Contact's mobile email study released today discovered that 80 percent of smartphone owners say it is "extremely important" to read emails on their mobile devices, with 75 percent of the nearly 1,500 survey respondents claiming they were "highly likely" to delete an email if it couldn't be read from their smartphone. With the help of research firm Chadwick Martin Bailey, Constant Contact surveyed 1,497 smartphone owners to gain deeper insights into mobile email open rate habits among different age demographics. The study found that among participants age 18 t [...]


Microsoft’s Latest Scroogled Target: Google’s “Gspam” Ads That Look Like Email

gspam Microsoft has taken another shot at Google today with the latest push in its ongoing "Scroogled" campaign. This one? Another attack on Gmail. Or, as Microsoft is calling it today, "Gspam." That's the term they're using for those ads that look like emails in Gmail (which, last I recall hearing, was still a limited Google test). From today's update on Scroogled.com: Consumers should be able to trust their email provider to protect them from spam, but Google is doing just the opposite. Rather than protect you from spam, Google is reading your private email conversations and using what they fi [...]


What The New Gmail Inbox Means For Your Email Campaign

Used with permission from MailChimp Like many other well-intentioned Google updates before it, the new Gmail inbox has set off a bout of angry and confused complaints from users. Also like many other updates, this one has sparked criticism from marketers who are certain the email-sky is falling. But keep the faith, Marketing Chicken Little -- there just may be hope yet. In case you are not a Gmail user and have managed to avoid the wave of blogger grumblings, this Gmail update was released in late May and has been rolling out to users over the past two months. A new "tabbed" inbox allows users to enable up to five tabs (Prima [...]


Keep Calm & Send Email: Industry Experts Offer Hopeful Outlook On The New Gmail Inbox Tabs

email-featured On May 29, Google began rolling out a newly designed Gmail inbox that includes five separate tabs to group emails. After the announcement on Google's official Gmail blog, users began seeing their emails sorted into three tabs - Primary, Social and Promotions - with the two additional tabs, Updates and Forums, available from the Configure inbox settings. According to Google, the new inbox organizes emails in a way that lets users, "...see what's new at a glance and decide which emails you want to read when." The new Gmail tabs sent a shock wave through the email marketing community. Would [...]


Oops! Email Mistakes Happen

Lee Email 1 Let's face it: humans aren't perfect. And there is definitely a human element to email marketing. From the designer who creates the graphics, to the front-line associate that clicks "Send," there is a risk of something going wrong. So, on occasion, an email makes it to the inbox that isn't 100% right. Unfortunately, it can be a highly visible mistake. After all, most executives of a brand receive their own emails, not to mention the thousands or millions of subscribers. And unlike a webpage that can be replaced with new code relatively quickly or a Facebook post that can be deleted and re-p [...]


Updating Your Email Campaign? Tips To Avoid Subscriber Whiplash!

modcloth-weekly-wow You want to keep your emails fresh. Follow the latest trends. Stand out in the inbox. Freshening up your email campaign gives you the opportunity to try out new things -- maybe a new call-to-action will increase conversions, or a new sidebar will bring more clicks to your website. A new look can also relieve subscriber fatigue. Looking at the same old thing all the time might get boring for your subscribers. Whether you're doing a full redesign, tweaking some minor design/layout elements, or even just altering the frequency of your emails, updating your campaign will mean making noticeab [...]


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