The last year has brought many changes to the email marketing landscape, with several large mail providers overhauling their look and features, more marketers willing to send daring designs, mobile devices accounting for more than half of all opens, and more messages being sent than ever before. When looking ahead to 2014, it’s great to review the trends and stories
Every marketer should know by now that open and click rates are not the be-all and end-all of email. Not only are open and click rates a shallow look at a campaign, but often times they can be a deceiving look at how many subscribers are actually being engaged since multiple opens or clicks from the same subscriber can skew
Generally speaking, subscribers are leaving a mailing list for the same reasons that they might opt-out of other marketing channels – the content isn’t relevant, they only signed up for one specific item, or they’re simply swamped with too many messages. All of these answers are top reasons when looking at unsubscribe survey data, and will likely stay that way.
Automated marketing messages are now the norm, with 80% of marketers now utilizing a welcome message. But there is no good reason for automation to end there! With each interaction your subscribers are taking, a chance to connect to with a subscriber in a meaningful way is created. These interactions can be kinetic, with triggered messages being sent whenever a
Email length is a very common question from email marketers. Some common principles can be followed to optimize the size of content, but the key to answering this question lies with how well you know your subscriber base. Breaking messages down to the basics: from names, subject lines, and body content can help isolate problems that prevent campaigns from performing
It’s a fact of email marketing that inactive subscribers make up a significant portion of your list. Whether they make up 20%, or 90% of your list, engaging this segment of your recipients is vital. There is bound to be a reason behind inactivity, it may be the content being mailed isn’t what subscribers expect, or it could be that
The autoresponder message can be an incredibly powerful tool for converting your subscribers. Not only do they see higher engagement than newsletters, they can also benefit your marketing by saving you time. By reaching your subscribers immediately after sign up, and then pursuing them if they don’t immediately convert, you’re also making sure no one is falling through the cracks.
Gmail has surpassed Hotmail as the world’s most popular email provider. Although it’s not the most popular way to view email (that distinction goes to the iPhone’s email client), it’s still vital to understand the unique ways that Gmail manages spam and junk mail. Gmail has a notorious reputation as being a difficult provider for marketers, with some very marked
Sign-up emails are a company’s first opportunity to persuade a consumer to pursue regular interaction with the company. There are innumerable ways to create an effective welcoming email, but there are even more ways in which transactional emails can be completely counterproductive. Here is a list of a few ways to optimize your initial contact email and promote customer relations.