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.

Silverpop Snares $25 Million In New Funding To Fuel Growth

Silverpop Email and behavioral marketing technology provider, Silverpop, has raised $25 million in new funding, led by Escalate Capital Partners and Silicon Valley Bank. The company says it will use the money to fuel continued growth for its marketing automation services. The funding is venture debt, possibly signalling an IPO or acquisition is on the horizon. The company has now raised a total of more than $50 million since launching in 1999. We're told that Silverpop also opted for venture debt to avoid diluting equity. Silverpop CEO Bill Nussey said in the release, “In 2012, we dramatically [...]

Moving From Static To Dynamic: Building Relationship-First Email Creative

Modules In the past, when email marketers noticed a drop in audience engagement, they would increase the volume of email sends, trying to win the attention deficit game by increasing frequency. But this strategy just doesn't work anymore. With the increased usage of mobile devices, smart phones and multi-channel social streams, your customers (or potential customers) now have a wealth of information available at their fingertips around the clock. In fact, it's estimated that three out of four Americans under the age of 35 now check their smart phone or mobile device before even getting out of bed [...] VersaTile Ads Debut

outlook-logo Microsoft has launched a new ad format for its email service called VersaTiles. The ads appear in the right rail of the email service and are designed to be interactive. The video below from Microsoft shows how the ads work: [youtube][/youtube] As you can see from the video, the ads require user interaction to get the full ad experience. There are three ad states. The default state, shown at log-in, can feature an advertiser's logo (like the Duracell example in the video above) and ad text. Hover state allows users to see more information and ima [...]

Email Marketing Metrics Study Identifies Top Performers & Sets Industry Benchmarks

Email marketing automation provider Silverpop released its 2013 Email Marketing Metrics Benchmark study, analyzing key metrics of fourteen different industries in the U.S. and Canada, as well as countries in Europe, the Middle East, Africa and Asia Pacific. When evaluating open rates, CTRs, CTORs and list churn statistics, the top performing vertical industries included education, computer hardware, telecom and electronics, and retail. While the study did not uncover any unexpected metrics, it does offer a series of benchmarks for email marketers to use as a measuring stick against their ow [...]

Merchandising For Email Marketing — Selecting Products and Promotions

How do you decide what products to feature in your emails or which offers to promote in your emails? If you don’t have a process in place that answers these questions, you should. Merchandising for email should be a collaborative process for optimal results. Setting The Promotional Calendar The promotional calendar should be developed with the E-Commerce Manager, Email Marketing Manager, and Product Merchandisers. Any additional, relevant associates should be included, as well. For example, the Mobile Marketing Manager might be a different individual; or, you may have a Brand or Loyalty Ma [...]

Survey: Small & Midsize Businesses Are Spending The Majority Of Their Marketing Budgets On Email

emailmarketing-shutterstock According to a study commissioned by iContact, small and midsize businesses are allocating the largest share of their marketing budgets to email, with more than half spending up to 20 percent of their total marketing dollars on email marketing efforts. Edge Research was commissioned by iContact, an email service provided by Vocus, to conduct an independent study surveying 601 email marketing decision makers at companies with an annual revenue of $1 million to $50 million and no more than 1,000 total employees. Respondents had to be involved in email marketing decisions, have knowledge of ho [...]

Email Is Top Activity On Smartphones, Ahead Of Web Browsing & Facebook [Study]

mobile-email-featured Email is the most common activity that U.S. adults do on their smartphones, with Web browsing and using Facebook a close second and third, respectively. That's according to "Always Connected," a new study from IDC that was done earlier this month and includes responses from more than 7,400 iPhone and Android users between 18 and 44 years old. Facebook sponsored the study, and so much of the data surrounds how Facebook helps users connect with others via their smartphones. According to the study, 78 percent of respondents say they check email on their smartphones, compared to 73 percent w [...]

Hiring The Email Designer

Best practices and smart tactics go a long way, but the most important part of any successful marketing program – email or otherwise – is building the right team. So, what do you look for when hiring an email designer? Here’s a short list of key factors to help ensure you have the right folks on the job. Web Design Experience This first point is an easy but important one. The pool of applicants who will come in the door with the right email experience already in place is small; so, make sure your potential hire has front-end Web design experience, which will allow them to wear multi [...]

When Subscribers Stop Opening Emails

As you continue to send marketing emails over time, your list continues to grow, and your engagement metrics continue to drop. Over time, the number of long-time subscribers on your list increases. These subscribers have a higher chance of becoming uninterested in your email messages, which they express by failing to open or click. This growing population of unengaged subscribers causes the overall metrics of your emails to drop. So What? ISPs are monitoring email engagement metrics and making decisions based on this. If your subscribers are less engaged than a competitor's, then your email [...]

Despite Mobile Email’s Growth, 58% Of Email Marketers Not Designing For It

mail-email-icon There's a disconnect between how consumers are reading commercial emails and how marketers are conducting email marketing campaigns. On one hand, there's the report earlier this week that says 41 percent of all commercial email is opened on mobile devices -- a number that's expected to surpass PC/desktop opens by the end of the year. On the other hand, there's the new 2013 Email Marketing Benchmark Report from Marketing Sherpa that says more than half of email marketers aren't designing their emails with mobile devices in mind. Almost 1,100 marketers took the survey and, of that group [...]

4 Reasons I Love Designing Email

[caption id="attachment_34076" align="alignright" width="300"] Image via Shutterstock[/caption] The Valentine’s holiday had me wearing the customary rose-tinted glasses and thoroughly enjoying it, from the candy to the life adventures (our first daughter was born the in wee hours of the 14th). [Editor's note: Congrats, Chris!] It was a reminder, too, that email design is often discussed only in the context of its big brother (Web design) or as an enabler of the great marketing panacea (optimization). We spend a lot of time talking only about challenges in email design, but we can do be [...]

Mobile Email Opens Now 41% & On Pace To Surpass PC By End Of 2013

email-growth-featured The number of commercial emails opened on mobile devices is expected to be higher than PC-based emails by the end of the year. That's according to the latest bi-annual report from the digital marketing agency Knotice, which is based on a sampling of 500 million emails sent in 11 different industry verticals (such as retail, cable and telecomm, etc.). Knotice says 41 percent of commercial emails were opened on mobile devices in the second half of 2012 -- up from 27 percent a year earlier and just 13 percent at the end of 2010. Based on that trend, the company is estimating that more th [...]

Forget Opens: The Stat You Really Need To Track Is Sales

Too many email marketers are focusing on opens. By "opens," I mean open rates, the ratio of people who receive a marketing email to those who actually open it. [caption id="attachment_32689" align="alignright" width="278"] Image via Shutterstock[/caption] Opens are a very popular stat to track, talk about and try to increase. It's great to do those things, but opens aren't the stat that needs the most focus. There is another stat that deserves far more attention, because it shows you if your campaign is doing its job and earning its keep. But Opens Are Important! Yes, they are. If [...]

Four Ways Facebook Can Increase Email Sales

A successful retail email campaign involves much more than just an email. Because it creates customer engagement and results in revenue, a successful email campaign aligns closely with social and e-commerce, resulting in a “trifecta” across all three channels. But, integrating social is more than just asking your subscribers to fan you on Facebook or follow you on Twitter or Pinterest. It requires effectively communicating the value proposition and integrating social as part of the shopping experience. Following are four approaches to successfully interweave email, Facebook and e-commer [...]

Corralling Email Content To Create Value

[caption id="attachment_31999" align="alignright" width="270"] Image via[/caption] There are a lot of supposed monarchies when it comes to email marketing. Depending on the conversation, content rules one day, the user holds the crown on the next, and data picks up responsibilities on weekends. With that many claims to the throne, you’d think messaging would be easier! In reality, they’re multiple facets of the same challenge: aligning content to balance sender and subscriber needs. So, how should we think about constructing messages that a subscriber finds intere [...]

Mythbusting: Video In Email

As a Creative Director, my workday often revolves around crafting and optimizing email communications for big brands. So, I’m always intrigued when new technologies come along that allow me to put another tool in my kit. One of the most exciting developments to come along recently has been the use of video in email. Not the spoofed playback buttons overlaid on a static image, or even animated gifs that simulate video, but honest-to-goodness sound and motion video played directly in a recipient’s inbox. Why is this development so exciting? Well, email is a very brief and fleeting medi [...]

Email Marketing Equals Dollar Signs

Open and click-through rates are common metrics used to evaluate the success of email campaigns. But we all know that for retailers, revenue is what really matters. Like every other department in an organization, as the new year begins (or when your fiscal year ends) marketers are requesting and competing for budget. As you prepare, use the following email revenue metrics to help prove your case. Campaign Revenue How much money did you generate on your e-commerce site from a particular email send? Knowing this requires that your emails are appropriately tagged for your online analytics t [...]

Choose The Best Responsive Email Layout For Your Message

The concept of responsive email has entered into the industry consciousness, though the actual deployment is still far from common. Still, enough senders are experimenting with the technique, and we’re beginning to see patterns in layouts and organization. Any examination of responsive layout patterns must first point to the work of Luke Wroblewski. Wroblewski has written a wonderful series of posts on responsive layout patterns on the Web, which informs many ideas and images (the column drop, layout shifter and associated images port very directly from his web observations). His work is [...]

How To Integrate Pinterest Into Your Emails

dec_feature More than just a social hub to share images, Pinterest has become a lifestyle brand itself. Exuding a feeling of simple, clean, nearly dreamy -- dare I say aspirational -- moments of pleasure, it's actually influencing a new aesthetic style. In fact, one of the common complaints is how spellbinding the Pinterest experience becomes as users spend hours upon hours exploring content and seeking out new curators of style, inspiration and taste. Adopted primarily by women and at an astounding pace (at this rate there’ll soon be more people with Pinterest accounts than toothbrushes), it’s an [...]

Studies: As Mobile Email Usage Soars, Marketers Budget More For Email, Mobile And Social

mobile-email-featured Next year looks to be a strong one for email marketing according to a StrongMail survey of more than a thousand marketers released today. The survey found that marketers plan to deploy more budget to email, social and mobile next year -- which makes sense given a second study by ReturnPath found mobile open share has increased 300 percent globally since 2010. StrongMail found that 89 percent of those surveyed plan to increase or maintain the same level of marketing spend in 2013, with 56% intending to grow their email marketing budget, 52% investing more in social media, 43% planning to [...]

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