Email Marketing Update 2007
Email marketing changes as the market continues to become more
savvy of whatever tactics are currently being used. For this reason,
it is important to update your strategies on a six monthly basis.
This update from mid 2007 relates to the closing remarks of the
Email Summit 2007.
This event was attended by marketers from the US, Canada, United
Kingdom, South Africa, Germany, Italy and other countries.
Legitimate, targeted email really does work. The cheap, blast-everyone
technique is the format that is causing chaos for this legitimate
marketing tactic. Dedicating five staffers to email lifted VistaPrint’s
ecommerce sales by 67% to $150 million, said Trynka Shineman, VP
Key topics of concern were:
Find the right frequency is about testing, offers, demographics,
product, price tag, country and other factors. In otherwords, it
all depends! However, to cut through the mass confusion, attendees
agreed on three clear rules:
- Test it - big AND small brands
- Email-only offers work best if you normally sell via multichannel
- Facilitate urgency by making sure the landing page reiterates
the deadline. Urgency matters a 48- and 72-hour offer windows
do well in email campaigns.
- De-escalating time options work well - responders receive 25%
off day-of for an email sent on day 1, 20% if they bought on day
2 and 15% if they wait until day 3 following the mail out.
Tighter Segments, Smaller Lists
Don't just use demographics to select names - use a combination
of demographics and predictive behaviors.
Conducting surveys can turn campaigns into big winners.
Narrowing offers to smaller segments need to be accomplished -
even if your brands target wider demographic. For instance a target
market of 'educated white women in their 30s and 40s' can be broken
into segments such as:
- Women who want their homes to look beautiful for visitors
- Women who love fragrance of the product
- Women who bought because their mothers did
- Women who have little time
Individual creatives must be developed to target each segment for
the email program to be successful.
Another type of behavioural targeting may be 'slow-buyer' segmentation
for people who respond quickly versus people who like to think about
it for awhile.
Relevancy is extremely important in email marketing - questioning
recipients can help filter those that do not find your content relevant
Ask inactives why they remained on our list even though they hadn't
opened or clicked in 90 days.
Avoiding Email Junk Files
Staying out of spam and junk filters is a challenge for most email
marketers. Key suggestions for overcoming this problem were:
Examine names acquired through co-registration campaigns - segregate
the names you buy by source on different IPs so you can evaluate
the source based on delivery factors and complaint levels.
Welcome messages really sell - dedicate time to making your welcome
strategies work - test - test and test again.
Kristen Barletta, Email Programs Manager, Sprint Nextel. “We
get higher click and open rates with them compared to other campaigns.”
Use welcomes to segment your list - Track new names by response
to the first welcome message [which should contain an offer]. If
they are not responding, segment them into a different group and
serve them different offers from responders.
Testing images versus no images did not result in marked differences,
although relevancy may be a big factor. Large versus smaller images
was insignficant, but can depend upon the product line.
If you do decide to use images - remember for marketing and deliverability,
emails should be no bigger than 50K.
Nine out of 10 sales reps abandon individual leads after just
two calls. This escalates the value of email for networking.
Using a local partner to send the messages can bring higher rewards
- sometimes who the message is from matters more than the subject
line or copy.
Feature local relationship with your customers via more-targeted
images and copy.
Getting your IT department to buy into your email needs is difficult
until they can see the response generated by email. Show them samples
and get them excited.
Include the techie stuff like cookies and multivariate testing.
Also, reinforce that once the capability is set up - sales do most
of the work. Its more about tweaking details and small changes.
Larger firms and organizations tend to have a dedicated team that
- Creative and/or copywriting
- Database management
- General manager
Smaller organisations may have just one person who often has other
non-email duties. Email typically underperforms for firms that had
absolutely no one solely dedicated. Include a combination of IT,
Creative and marketing personnel.
To Increase Your Email Open Rates
Back To Top
Email Marketing Index | CanSpam
| Spam Words | Deliverability
| Open Rates | Strategies