Posts Tagged ‘targeted’

According to the Direct Marketing Association they do.

In the ’2012 Email Tracking Study’ by the DMA, they reported consumers are still signing up to receive marketing related emails, and, consumer approval of the content of marketing emails has increased, with 25% percent saying that they find more than half of the emails they receive relevant and of interest to them.

There is also some interesting data from Informz which found that the more links an email message contains, the higher the click-thru rate. However, emails should only have one call to action regardless of the number of links.

Informz also found that messages with shorter subject lines had higher open rates, with subject lines with less than 10 characters having the best open rates.

People will read email messages if they think the vendor is paying attention to what they are interested in purchasing. Generic sales emails will likely not gain the notice of readers.

Personalised, targeted and relevant content is still essential. So behavioural targeting should become a part of everyone’s arsenal. Merchants should communicate with customers based on how they responded to previous emails, their website browsing patterns, and their purchase history.

Email continues to have an excellent return on investment and is one of the most cost-effective methods of marketing – and because of its relatively low cost and high ROI, email will continue to ‘WIN’ for the foreseeable future.

Even though it’s likely you are still focusing on your Christmas ‘recovery’ and easing back to work, it’s never too early to think about your 2013 email marketing program.

For some this year might be about reviewing your budget and allocating more resources towards your email communications program in order to set in place the best of the basics.  If you are already more established and ‘mature’  in your approach to email then you are continually reviewing your email communications program and are evaluating it to see how you can enhance what you’re doing.

Either way if you really want to power up your email marketing, below are some of the biggest shifts and trends at the moment that you should now seriously be thinking about how you could make this work better for you.

1. From mobile optimised to mobile first
Given that most email opens now happen on mobile devices, simply optimising your email message for mobile devices is becoming more of an outdated notion. On the other hand – while optimising designs for mobile is now crucial, don’t forget that context is just as important. And a mobile first approach means that landing pages and your Web site are also designed to convert mobile readers of your email.

2. From dry to juicy
Things have changed in the way customers expect to communicate with companies and what they want from them. Gone is the notion of editing content to within an inch of its life to take out any human presence and get it past the lawyers. It’s now about taking a different approach that involves sending content that educates, informs, engages and entertains. This doesn’t mean you abandon your professional corporate speak for the ‘LOL’-speak, however it’s about balance – customers just want to know they are dealing with humans that care.

3. From 1-1001 to 1-1
Batch and Blasts (where everyone gets everything) should have died out along with the Spice Girls. So it is really time to shift to automating more parts of your email program, where the subscribers themselves determine the frequency and cadence of the emails they receive through their own purchases, check-ins, behaviour and interests. It is those smart cookies that use the data they have to deliver real-time emails with truly dynamic and personal content.

4. From welcome message to boarding program
There is a shift away from firing out a ‘welcome’ message and then dumping subscribers into your main communication feed, to gently warming them up with a series of on-boarding messages that are tailored toward new recipients.

5. From one-off to email series
Did you know cart abandonment follow up emails get the highest engagement rate of all emails? Followed by birthday series emails.  Reports show a three-part birthday or cart-abandonment series always significantly outperform a single email. We have heard of people getting average conversion rates of 22%, 15% and 24% with a three-part cart-abandonment re-marketing series. How much money would it have lost if it had stopped after the first message?

Worth thinking about…. Email or call us if you want to talk strategy and email communications planning for 2013, we are elbow deep into work with many clients already and in the coming months they will be very pleased we did!


Most organisations don’t have the resources in-house to entirely manage the dynamic complexities of email marketing. These marketers will outsource their email to professional email service providers that can deliver an on-demand, easy-to-use email solution to communicate to customers individually with relevant, trackable emails while staying compliant with current regulations.

Considering how important email marketing is in driving revenue in most organisations, it is usually chronically under resourced.

Increasingly marketers prefer to work with experts to help turn their brand strategy into an e-marketing plan. Email is also a peerless tactical tool for marketers with real-life budgets and few options for fast turnaround targeted comms.

A great e-marketing plan allows for calendar planning, resource and budget allocation, whilst leaving room for opportunities as they present themselves. Quick-witted marketers with an e-marketing Partner can target offers and info using demographic and behavioral info collected from every campaign. Relevant and targeted marketing will put distance between their competitors.

These questions are some of the ones that come from an article published in Clickz: they are a good place to start when considering outsourcing:

  • Do we have people on staff who can create strategic email programs that drive results, improve customer relationships, and integrate with other marketing/communications efforts?
  • Can we access industry-specific and vertical-market-specific benchmarks?
  • Do we have a process to set our own benchmarks?
  • Do we have email-specific design and copy capabilities?
  • Do we have strong knowledge of the complexities involved with coding email or how creative renders across ISPs and Web-based email providers?
  • Do we have project managers and analysts with experience in the email channel who can set up, execute, and analyse our email initiatives, from start to finish?
  • Can our email platform assemble, deliver, and track high volumes of email in proper formats? Can we tap into our other databases and automate email communications?
  • Does our reporting tool provide the information we need?
  • Who supports the email system, and how?
  • What’s the process for resolving issues arising from our email communication efforts: data quality, bounce backs, delivery, replies, customer questions, and so on?
  • How easily can the technology adapt to changing delivery requirements from ISPs and Web-based email providers?
  • How does the current system optimise delivery?
  • Is there support for multiple sends for soft bounces?
  • Can these be controlled by set parameters?

The list of tasks that we take care of is much much longer than this.  There is simply no way that a non-specialist agency can be an expert at the whole lot, and even less likely your own over worked and multi-tasking team could.

If you’d like to chat through any areas you think you might be lacking, we can offer a friendly ear and the most experienced team in the region.

Opportunity is very strong for high quality considered email marketing programs.  We’d love to help you stand out more whether you are a current client or a future one!

How is email winning? Let me count thy ways…

1) It’s beloved.  In a March 2012 online survey of marketing professionals, trade publication Chief Marketer found that the No. 1 tool in digital campaigns was Email Marketing, used by 78% of respondents. Email Newsletters were the No. 2 tactic (59%), followed closely by a social network presence (58%). If you want to read more, here’s the full article.

2) It drives online revenue.  Email marketing was the favored marketing channel for Mother’s Day promotions in 2012, with many luxury brands using email for Mother’s Day marketing and driving transactions in numerous ways including free shipping or discounting, invitations to eCommerce and adding sentimental value. (Click here to read more about this)

3) It’s shareable.  Email is the favored marketing medium to share.  So make your email shareable! Have fun, interesting, shareable content and include social share links, and make it easy for people to ‘share’ online. Remember to include links to your social media profiles, have featured content like your Facebook competition or your latest Pinterest boards, and always have other engaging content ready to roll when you deploy your email.

4) It’s personal.  Getting delivered into peoples inboxes is like being deposited right into the inner sanctum of their life, alongside emails from their friends and photo’s from grandma. “Awesome, we’re in, let’s sell them some stuff”! you say. Hang on, first a couple of things. Don’t abuse the privilege. Earn your place in their inbox and retain your right to be in there. Make sure you are worthy. Make sure you are providing value.

5) It can add value.  Further to the above point, the key is to make sure your email is one that they look forward to and want to read. Ask yourself, are you delivering quality content that is relevant, timely and expected? Is it visual, appealing, interesting, funny, or at least providing some value in some way? Would you look forward to your email? Would you save your email to read later?  If you answered yes to these questions then congratulations, you will have a chance of making it past the morning mass-delete and your email may be kept in their inbox to read later.

6) It works internally.  Microsoft Outlook is a white collar worker’s ‘inner sanctum’.  People still spend more time in their email inbox than in any other business application!  Using email inside your organisation can be very successful, but you need to make the messages of value to the staff, interesting and time saving not time-sucking.   (Want more internal email tips? Here’s an article to read)

7) It’s simple.  Email is winning because it is simple and easy, and these day’s it is ALL about simplifying, being visual, making things easy for people and allowing them to do things quickly. These concepts translate across the board into all areas of marketing yes, but how do these concepts translate specifically to email? Well, consumers these days are barraged by information, and they are adapting their habits to cope with the noise. The reaction consumers are having to this ‘cognitive overload’ is ‘self-imposed simplification of the decision process’. So help them out – match them on their wavelength and make things simple for them.  (Here’s a great article explaining this concept)

8 ) It is an entry point.  Want to go one step further? Integrate email and video using email to deliver a stand out message with good video.  We see this working whether you have a retail focus or you predict the weather.  Making an impact with video is possible, and if you are making video, you should eb ensuring it’s seen as widely as possible – enter email.   An interesting point raised at a recent Marketing Association Brainy Breakfast was that video can simplify concepts, and allow people to gain clarity around potentially complex information, thus allowing them to make decisions more clearly.  When everyone’s mind’s are so full already, (As we just mentioned in point 7) this is a good thing to keep in mind.

9) It’s beautifully mobile.  “Mobile email will account for 10-45% of email opens, depending on your target audience, product and email type” Who said this? Read the full story here. Here’s a neat graph to illustrate the point:

10) Social Network VS Email? The truth is that the best platform is the one that benefits you the most. And what is beneficial to you will differ depending on your business. For example if you’re an events management company, you would benefit from Pinterest. Photographer? Google+ is your place. But still, your e-mail inbox is the most powerful and alluring network that exists. Read this great blog post to find out why!

11) It’s even more mobile.  Speaking of Google – their new whitepaper called ‘Our Mobile Planet’ is all about understanding the mobile consumer, and particularly focused on the New Zealand market. It’s full of great metrics and stats, and makes a strong case for email. (You can read this whitepaper here.  This first graph below shows that 51% of consumers use email on their smartphone on a daily basis. That’s 6% higher than those using social networking sites!

12) It’s……. mobile.   Another stat that stood out from this whitepaper was that 80% of all activity on smartphones are communications based, and of that 71% of consumers use email.

So that’s our roundup – now it’s your turn to use the comments below to tell us why email is winning for you.