Infographic: Which Is The Most Effective Digital Marketing Channel

Looking to attract new visitors online? Social, email, paid search and SEO are all attractive ways to bring in the audience. But some bring more visitors than others plus some convert better. The folks at Conductor have put together an infographic looking at the four major channels and how effective they are, compiled from various surveys. In summary: SEO: 54% discover new sites this way; just behind email for qualified leads, 36% Email: 51% discover new sites this way; tops for qualified leads, 40% Social: 32% discover new sites this way; tied with paid search for qualified leads, [...]


Majority Of Shoppers Want Cross-Channel Personalization — Survey

shopping-featured According to a new survey, cross-channel shoppers want personalization on retail/e-commerce websites and in email, less so with display or social ads. The survey was conducted earlier this year by the etailing-group (n=1,004 US adults) for MyBuys, a personalization platform. All of the survey respondents owned smartphones and 61 percent reported owning a tablet. The respondents were equally divided between men and women. Source: MyBuys/e-tailing group Most respondents (83 percent) "saw value" in personalization across mobile devices. However only 23 percent said they thought retai [...]


Study: Keep Subject Lines At 6 To 10 Words Or Try A Song Lyric To Lift Email Open Rates

email-marketing-600 After analyzing more than 260 million emails across 540 retail email marketing campaigns, marketing analytics firm Retention Science found email subject lines kept at 6 to 10 words resulted in a 21 percent open rate. According to the study findings, while 6 to 10 word subject lines delivered the highest open rate, email subject lines with 5 or fewer words generated a 16 percent open rate. Retention Science claimed 52 percent of the emails the company evaluated had subject lines with eleven to fifteen words, dropping open rates to 14 percent. Email Open Rate by Number of Words in Subject [...]


Study: Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them

email-growth-featured Experian Marketing Services has released its 2013 Email Marketing Study, analyzing a wide breadth of email marketing best practices, including personalization, social integration, mobile and customer preferences. According to the study's findings, personalized promotional emails were shown to lift transaction rates and revenue per email six times higher than non-personalized emails. Surprisingly, the majority of companies included in Experian's study requested customer data, but 70 percent of the brands failed to personalize their email messages. Email Personalization Not only did persona [...]


Study: What Makes You Click On A Headline?

news-headlines-featured The form of the headline for this article -- a question headline with "self-referencing cues" ("you") -- is more likely to generate a click than a question-only headline or a pure "declarative" headline. However  the success of question headlines reportedly varies by topic or category. That's according to new academic research from BI Norwegian Business School in Oslo Norway. The researchers sought to determine empirically what sorts of headlines drive more click-throughs (CTRs). They performed two experiments, one exposed various headlines in Twitter and the other involved writing d [...]


Listen Up Email Marketers: With 38% More Email Opens, Black Friday “Officially” Your Biggest Day Of The Year

email-marketing-featured Email marketing firm Movable Ink has released new data around this year's Black Friday and Cyber Monday email consumption, revealing 38 percent more email opens occurred on Black Friday compared to Cyber Monday's email open rates. According to a post on the company's blog, "With competition for consumers' attention - and wallets - fiercer than ever, brands started their holiday email marketing programs early." Movable Ink said the total volume of emails it sent between Black Friday and Cyber Monday was up "a whopping" 3,085 percent year-over-year. In addition to email open rates, Movable [...]


Study Claims Marketers Shouldn’t Worry Over Gmail Tabs: 4 Months In & Not Much Has Changed

gmail inbox tabs It's been four months since Gmail rolled out its inbox tabs, and email marketing data provider Return Path claims not much has changed with reader rates since the tabs were introduced. Based on data from three million users who agreed to share their Gmail inboxes, Return Path's study found promotional email engagement has changed only slightly since Gmail released its inbox tabs: Almost no commercial mail is reaching the "Primary" tab, but instead of ignoring marketing messages, Gmail users are actively searching for them and reading them at almost the same rates at which they did before t [...]


Report: Mobile Email Consumption Continues To Surge With 61% Of Brand Emails Viewed On Smartphones & Tablets

mobile-email-featured A new report from email marketing provider Movable Ink revealed more brand emails are opened on mobile devices versus desktops, with 61 percent of email opens happening on a smartphone or tablet. According to the report, iOS devices beat Androids when it comes to most popular mobile devices for reading brand emails. Basing its research on aggregate email statistics culled from more than 100 of its enterprise B2C marketing clients spread across the retail, travel, financial, media and telecommunications industries, Movable Ink evaluated consumer engagement with brand emails by looking at [...]


Report: Online Shoppers More Likely To Respond To Free Shipping Offers Than Price Discounts

Retention Science logo Based on data pulled from 100 million online transactions, 20 million user profiles and 100 email campaigns, marketing solution provider Retention Science discovered online shoppers are twice as likely to respond to free shipping offers versus price discounts. According to Retention Science's report, conversion rates for 'Free Shipping' offers ranged from .22 percent to 1.9 percent, while 'Percentage-Off' incentives garnered a .1 percent to .8 percent success rate. Another key finding of the report revealed emails sent during the afternoon had the highest conversion rate at 38 percen [...]


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 [...]


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 [...]


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 [...]


Infographic: What People Put Into Their Email Signatures

The email signature is perhaps one of the most overlooked marketing opportunities out there. Everyone emails. Each email we send is an opportunity to share more about our brands. Do we do that? Almost half use no signature at all. Of those that do, most overlook adding information about their company or social media accounts. The folks at WriteThat.name, a contact management solution, looked at 700 million emails processed through their systems since 2011. Only 52% had email signatures. Of those, most people (70%) included their name, followed organization/brand (58%). In terms of conta [...]


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 [...]


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 [...]


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 [...]


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 [...]


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 [...]


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