Topic: Email Marketing Resources

MetricsIf seeing a positive ROI and great analytics is required for your company, then it’s critical the following factors are understood and addressed, in order to see genuine improvement, and your email marketing program being developed into a valuable asset.

Here at Jericho we believe that a consistent improvement in all of these areas is required in order to ensure success:

- Ensuring the content and tone is right, along with the design – does it suit your audience? Is the design in line with your branding? Is the tone of your language appropriate? Is the content right for your audience?

- Create more relevance through segmented data.  Subscribers unsubscribe or stop opening emails are that are not relevant, so make sure you segment and appropriately target your subscribers and share really valuable content.

- Conversely, the number one reason people DO keep opening emails is genuine value offers and as mentioned above, valuable content.  What can you offer your readers, that the readers won’t get anywhere else?

- Ensure you work on getting more qualified recipients.  To get qualified recipients you need to make sure that you are offering genuinely valuable content. And then you need to make sure that you are clearly stating the benefits of that eDM.

Want more advice? We are here to help!

 

 

 

content-is-kingHere are some key content statistics every content marketer needs to know. Let’s comb through some key statistics to shed some light on just how effective good content, especially visual content, really is.

“Drawing in leads is one thing, but getting the kind of engagement that leads to a conversion is where the action is at. Strong content is a leading driver in this area”

Video and e-mail marketing can increase click through rates by more than 90%. (Source: Mist Media)

Viewers are 85% more likely to purchase a product after watching a product video (Source: Captains of Industry)

90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)

40% of people will respond better to visual information than plain text. (Source: Zabisco)

61% of shoppers prefer brands that offer custom content (Source: Captains of Industry)

46.1% of people say a website’s design is the number one criterion for discerning the credibility of the company. (Source: Stanford Persuasive Technology Lab)

Posts that include video attract 3 times more inbound links than plain text posts (Source: Captains of Industry)

Publishers who use infographics grow in traffic an average of 12% more than those who don’t. (Source: AnsonAlex)

Posts with videos attract 3 times more inbound links than plain text posts. (Source: SEOmoz)

Companies that blog at least 20 times a month generate 5 times more traffic and 4 times more leads than those who only blog a few times a month (Source: Captains of Industry)

Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content — photos and videos — saw a 65% increase in engagement. (Source: Simply Measured)

On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. (Source: Dan Zarrella)

37% of Pinterest account holders log in a few times every week; 28% said they log in a few times a month; 15% log in once daily; 10% log in numerous times a day. (Source: PriceGrabber)

98% of people surveyed with a Pinterest account said they also have a Facebook and/or Twitter account (Source: PriceGrabber)

Pinterest generated more referral traffic for businesses than Google+, YouTube, and LinkedIn combined. (Source: Shareaholic)

Pinterest drives sales directly from its website — of people with Pinterest accounts, 21% have purchased an item after seeing it on Pinterest. (Source: PriceGrabber)

85% of the US internet audience watches videos online. The 25-34 age group watches the most online videos, and adult males spend 40% more time watching videos on the internet than females. (Sources: comScore and Nielsen)

Over 60 hours of videos are uploaded each minute on YouTube. (Source: YouTube)

700 YouTube videos are shared on Twitter every minute (Source: YouTube)

Viewers spend 100% more time on pages with videos on them. (Source: MarketingSherpa)

Mobile video viewing increased 35% from 2010 to 2011. (Source: Nielsen)

25 million smartphone users stream 4 hours of mobile video per month. 75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day. (Sources: Ooyala and Ipsos)

Mobile video subscription is expected to hit $16 billion in revenue by 2014, with over 500 million subscribers. (Source: Ooyala)

Viewers are 85% more likely to purchase a product after watching a product video. (Source: Internet Retailer)

Jericho presents the 2014 Content Planning Calendar to help you and your team plan for campaigns with content around key holidays and events and celebrations.

Download, share to social, and print and pin the calendar above your desk to help with your content planning and keep your audience engaged and your communications relevant all year around.

We have included key holidays and key dates for both Australia and New Zealand, including Mother’s Day, School Holidays, Halloween, Chinese New Year, Easter, and a variety of events and festivals are included too.

Click here to download your copy of the calendar and be sure to share it around your social networks!

JerichoCampaignContentCalendar

Click on the image to download your copy of the 2014 content calendar

 

It is never to early to prepare for Christmas, especially if you are an elf – they prepare all year long.  So we thought we could help out by sharing our tips for maximising the effectiveness of your Christmas campaign, and help you stand out amongst all the other Christmas mail.

1. The first step is to prepare.

It’s the Christmas season and everyone gets busy, every year, so plan to plan well in advance. After spending all year building rapport with customers and sending great email campaigns, the last thing you want to do is hurriedly put together a last minute Christmas email. This is where it counts! Send something they’ll remember all of next year and keep them coming back for more. So here are our top pointers:

a. Think about who your target audience is.
WHAT are you offering?
WHY you are offering it?
HOW often you will email people?
Will you set up a fun series of Christmas emails, or send just the one super Christmas email?

b. Keep in mind the relevancy of the campaign to the recipients. Those Christmas garden galoshes may be superb, but if you are sending them to someone who would rather hear about your garden cricket set, you have lost a major opportunity to both appeal to your customers and sell them something. And with everyone struggling to be heard at Christmas, relevancy is more important than ever! Mail that is tailored to your recipients and personalised will grab their attention over the emails that are bland and generic. So think about how you can tailor your Christmas campaigns to your recipients.

2. When you lure them in, where are they going to go?

a. If you are on Pinterest and if it’s relevant to your brand, why not make a Christmas board full of gift ideas, with each product image linking back to your website  to drive traffic. Just look at all the Christmas posts on Pinterest! Then once your board is full of pretty pictures, click here to read about how to integrate it into your email campaign.

b. You are getting your seasonal campaigns designed, and the Christmas rush is looming  - but before you send that campaign and drive all that traffic to your site, check what you are doing online first. If you have an eCommerce site then you’ll love these insights we heard from Google and the Australian Centre for Retail Studies at a NZRA online retailers seminar this month.

3. The first thing someone sees  is your subject line.

a. If you have done all that planning, and gone to all the effort of making a beautiful Christmas email, but people don’t open it because of the subject line, then it doesn’t matter how great your email is, or how many cute elves are singing in it – getting your subject line right is #1. For more info read this post on creating effective subject lines – and this post on using special characters in your subject line to help you stand out.

b. Make sure your subject line is intriguing, catchy and stands out amongst the rest. Some key things to think about are whether or not personalisation is relevant or suitable. Also you don’t want your email getting picked up by spam filters, so avoid using words like “sale” and “free” too much.

3. Once you have got into their inbox….

a. A creative, well designed email with a Christmas theme that is interactive and fun is great for this time of year. Also, sending your clients an email to thank them for their loyalty over the past year is a great way to encourage loyalty in the coming year and make your clients feel appreciated. So make it a goal of yours this year to have the smartest and most memorable Christmas message of all!

b. If you would like any ideas, our creative team has loads! Get in touch with us now

inactivesubscribersShould you re-engage inactive subscribers or remove them?

There is much discussion around about re-engaging inactive subscribers, but I wonder should it be more about keeping your subscribers engaged in the first place? As I have been taught many times in the past, work to keep you current customers first and look after them instead of always hunting for new ones and forgetting about the old ones – that only creates churn and a huge list attrition rate.

In a world where everyone is always talking about list growth, it’s not a pleasant concept to have to think about removing people off your list. Most of the time marketers just leave old emails and unengaged subscribers on their list and keep emailing them even if they have never opened the last 63 emails they received or clicked any links.

After that amount of time I think it would be fair to say that they would be considered an ‘inactive subscriber’ don’t you. So what’s the best way to deal with these unengaged subscribers?

The thing is engaged subscribers mean higher engagement rates and better reputation and better deliverability.  But the flow on effect runs much deeper than just ensuring you are capturing everyone, as engagement is one of the factors that influence your reputation, and therefore your deliverability.

The ISP’s do watch engagement levels, however the effects vary depending on your list size and how often you email. If just a few subscribers aren’t engaging and you have a large list and send frequently it’s unlikely that would affect your reputation. However if you have a smaller list you will probably want to look a bit closer.

The best course of action is to analyse your reporting, identify the inactive subscribers, and send a re-engagement campaign – and we have some good advice on how to do that.

One great example of a client who is doing that is Muchmore, who send re-engagement emails to individuals who have been inactive for just three emails. For many of you it may be fair to say you analyse inactive subscribers once a month or perhaps every six months. Have you ever analysed the reports for inactive or unengaged subscribers after just 3 sends? Perhaps it’s time you started.

Want to take an even more proactive approach? Send such effective emails you keep your subscribers engaged before they start wandering down that inactive cul-de-sac in the first place.

It has been said that ‘email is the Swiss Army knife of marketing’ and is one of the most widely used digital channels in your marketing arsenal. For most marketers, email costs the least but gives the greatest returns. Here are the top few reasons why email is still king.

blogImg_emailWinning

Email is the workhorse of your digital marketing program
One of the greatest things about email is its versatility; that ability for it to reach your customers and drive traffic to your other channels such as your website and social network profiles. It really integrates your channels together. It also wins terms of increasing ROI by utilising it for triggered emails such as welcoming new customers, processing purchases, and all those other good things. I don’t know of any other channel that does that.

Email is like Madonna – it keeps reinventing itself
You can’t beat email for its ability to reinvent itself, to be a platform that can constantly be updated, upgraded, re-designed, re-coded, optimised, and inte­grate with other technologies and channels as they appear.  Look at how email is adapting to HTML and video in email for example, and how already people are seeing an increase in engagement and higher ROI as a result.

Email can actually prove it’s worth to you
For all those data and analysis nerds, you will appreciate one of the best things about the email channel is that you can easily see exactly how your emails are performing, and you can prove your email marketing ROI to management through all the reporting and analytics that are available. After all shiny new apps are neat but at the end of the day what will be appreciated by the keepers of the budget is what really provides returns and value.

Email is still leagues ahead of social media
The report by Custora sheds some light on what is really shaping e-Commerce and Digital Marketing. And the results are quite clear - email still has a massive lead beyond the other channels and is still providing the highest value.

There you have it. Email remains the most effective way to deliver your message, it’s the #1 activity on all smartphones and tablets, it drives the most conversions and consumer purchases more than any other marketing channel, and it’s the preferred communication stream for consumers.

Here at Jericho we really can’t stress enough how beneficial an effective email marketing program is to your business.

Want 11 more reasons why email is so great?

 

 

 

Sometimes at Jericho we get asked ‘where do you recommend we purchase lists from to increase our database?’ And we say ‘Contact George Adugadugwengo‘.

Seriously though purchasing lists is something we strongly recommend against doing, and here is some evidence why it’s a bad idea.

In accordance with the CAN SPAM act and regulations from the DIA, all subscribers on your database need to be subscribed via either express consent, inferred consent, or deemed consent, which all basically mean that they have explicitly asked to be added to your list or implied they would like to be added to your list. To read all about the types of consent, you can read about this here: http://www.dia.govt.nz/diawebsite.nsf/wpg_URL/Services-Anti-Spam-Business-Info?OpenDocument

Part of this act specifies businesses must not use electronic address harvesting software, or lists that have been generated using such software, for the purpose of sending unsolicited commercial electronic messages. Click here to read about this in more detail: http://www.dia.govt.nz/diawebsite.nsf/wpg_URL/Services-Anti-Spam-The-dangers-of-using-email-addresses-from-a-purchased-database

Once subscribers are on your list,  there are best practice guidelines to follow such as clearly displaying an unsubscribe link, a privacy policy, and display your business name and contact details, and telling your subscribers how often you will send emails, which is just being transparent and informing people and keeping in line with best practices. To read all about best practices, how to comply with this act, and avoid accidently spamming people, and read other FAQ’s you can read all about this here: http://www.dia.govt.nz/diawebsite.nsf/wpg_URL/Services-Anti-Spam-Questions-and-Answers
Also every now and then we blog about different SPAM case studies and best practice advise on our Jericho blog, so keep your eye out on there too, for a start you can read this post here about email law: http://blog.jericho.co.nz/breaking-email-law-is-easy-heres-a-quick-quality-control-guide-so-you-dont/

We can also provide a copy of the Unsolicited Electronic Messages Act document and answer any questions and provide further advise – contact our expert team.

Did you know, a whopping 65 percent of email recipients engage with promotional email in the afternoons and evenings.

conversion-time-of-day-retention-2013
Yet according to a recent report by Retention Science, marketers tend to send emails in the morning.  Well that seems a bit crazy doesn’t it. Why are marketers mostly sending their promotional emails in the morning, when customers are in a buying mood in the afternoon? This means all your beautiful promotional marketing emails are arriving when the consumers are not in the right mind set and have other things on their mind …. This is a seriously big gap between when marketers are sending emails and when they are read, so I think this is is in dire need of a rethink.

Email-Conversion-Rates-Day-of-Week-300x263

So now we know, best time of day to send promotional emails is the afternoon. What about the best days for conversions?  Retention Science advises that emails sent on Tuesdays and Fridays get the most conversions, with 28% on Tuesdays, and 26% on Fridays. Surprisingly Saturday is the lowest performing day of the week with just 3% conversions, Sunday isn’t much better with just 6%.

Hmmm… time for a review of your weekly email marketing activity? Email us!

 

http://www.marketingprofs.com/charts/2013/11894/the-best-days-and-times-for-promotional-email-conversions?adref=nl102313

Dear {Generic Subscriber}

Thank you for taking the time to read our long email all about our company even though you have 573 emails to read and you are very busy.

All the information contained in this email is generic and fairly bland although very informative. We are sending the same information out to everyone, so don’t worry we haven’t taken much time looking at creepy data analysing your particular preferences or interests. Why spend time doing that when all 15,679 of our subscribers will enjoy reading the same generic news ins our batch and blast email this week, next week, and every week. In saying that, we may get busy and  just send one really long email with out dated news once a month, which we are sure you will want to read because it’s all about us.

Also it is not mobile optimised as we haven’t prioritised mobile optimisation yet but that’s OK, you still read your emails on a desktop computer right? The email also won’t contain any dynamic content or personalisation which would make the email more about you and your preferences, because as we mentioned we haven’t got the time or budget for that.

We didn’t spend too much time thinking about the subject line, so as you can see that says ‘September Newsletter’ which is exactly what this is. Also we don’t tend to put much emphasis on testing  so there might be a broken link in there somewhere. Just email our esp if you find it.

Also we probably won’t notice how many of you clicked on anything or who is engaged or not engaged because we don’t tend to do any reporting or analysis on our campaigns. And we we will be sending the email at 5pm on a Friday as we don’t really prioritise our email marketing or think about what the best send time is, just as long as we get to send our news out to everyone before we leave for the weekend.

We hope you enjoyed reading our generic email (that you care about even less than we do).

Insincerely and apathetically yours,
Batch and Blast Inc.

BrandsTalk
Sadly the above story is not so far from the truth for many companies. If the whole area of personalisation, engagement and analysis seems like a lot to get your head around, take a moment to read these posts that are bulging with best practice advice on everything from how to really your subscribers, how personalisation can make a huge difference to your readers and how engagement has a flow on effect to your reputation and deliverability.

Do much more than just batch and blast

To personalise or not to personalise

- Here’s how to really show your subscribers some email love

- How and why you should treat your subscribers like friends

- Why engagement is important and how to do it

EmailLove

See, that wasn’t so hard. All it takes is for you to implement a few simple best practice initiatives into your email marketing and you can be seeing a remarkable improvement.

 

Experian Marketing Services, a global provider of integrated consumer insight, targeting and cross channel marketing, reveals that if the time spent on the Internet for personal computers was distilled into an hour then 27 percent of it would be spent on social networking and forums across US, UK and Australia, and 23 percent of total US mobile internet time is spent reading and writing emails.

Online Browsing
In the US, 16 minutes out of every hour online is spent on social networking, nine minutes on entertainment sites, five minutes shopping and three minutes on email. For comparison, in the UK 13 minutes out of every hour online is spent on social networking, nine minutes on entertainment sites, and six minutes shopping.  Australian Internet users spend 14 minutes on social sites, nine on entertainment and four minutes shopping online.

Click on image to see full size graph

 

Mobile Browsing
If we analyse US browsing data for mobile devices, email accounts for the largest time spent on average –  specifically speaking, email makes up 23 percent of time spent on mobile devices, followed by social networking at 15 percent. Entertainment had the third highest time spent with 13 percent, then shopping with 11 percent.

 


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