Tag : email marketing

Curious about how your 2014 email marketing performance compares to others in your industry? Our new infographic highlights key email metrics across industries, providing a baseline for open, click-through and unsubscribe rates. After you browse the data, check out our recommendations and advice for monitoring and optimizing your overall email marketing performance.*


2014 Email Marketing Trends by Industry

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A few months ago we highlighted Gmail’s new promotions tab, which makes for a much more visual email experience (Google Makes Your Inbox Pinteresting). Despite this feature being adopted by users, many brands are not optimizing emails to this format. From the image below, it is clear that emails optimized for this lay-out really pop-out, increasing likelihood for engagement.


Gmail Promotions Inbox

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The effectiveness of email is continuing to rise. As consumer expectations and technology evolve, so must your approach. 29% of consumers now open email on their mobile device, yet only 2% of companies have an advanced mobile email marketing strategy. A simple email design and early call to action are key to mobile-friendly viewing, while not optimizing for the small screen can have a devastating effect on your campaign. 89% of consumers will delete a poorly formatted email if viewed on mobile and 27% will unsubscribe.
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Did you know that customers who receive email marketing spend 83% more when shopping? That’s great news if you know HOW to get them to open your email in the first place. Here are a few key elements that you can focus on to effectively integrate email into your marketing plan:

  • Kill it with the subject line – Boring is not going to get your email opened. Pique your reader’s interest.
  • Have a call to action – Emails without a strong call to action do not convert. Display your CTA early in the email.
  • Make it readable on mobile – 38% of all emails are read on a mobile device. Expect that number to keep growing.
  • Personalize your campaign – Address your email to a person and make sure the reply address has a real name as well.

Apply these tips and the ones below to improve the performance of your emails.

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Your email channel is your cheapest channel to communicate with customers. Why is it cheap, that’s because you have a capability to deliver a targeted message to your customer or potential customer at a very low cost. When used correctly, it will be your most efficient communication channel. Since your unsubscribe value is high, to lose a customer to unsubscribe has a cost.

So how do you avoid the spam trap? Here are 3 easy things you can do to avoid upsetting your customers.
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