According to McKinsey & Company, email is almost 40 times better at acquiring net new customers than Facebook and Twitter.
Hard to believe? Not if you consider that the number of email users is exploding, offering test beds galore: Radicati predicts that the total number of worldwide email users, including both business and consumer users, will increase from over 2.5 billion in 2014 to over 2.8 billion in 2018.
Yes, our team cites email as the most effective lead generation tactic, but we're not alone. Forty-two percent of businesses, along with 88% of B2B marketers, point to email as their number one lead ten tactic, as reported by Circle Research. With the art of email still gaining momentum, we wanted to socialize a few best practices for penning the most effective email subject line.
“The key benefit of a subject line test is not the lesson learned from one campaign. It’s the cumulative learning from systematic testing over time. If you’re testing correctly, the difference in performance between control and test messages for any one campaign will likely be small. But over time, those small differences add up. Over the course of several campaigns, learning how your particular audience responds to different structure, topics, key terms–and... Read more
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. Now, some ESP's are making it easy for you to optimize for Gmail Promotion tab new layout.
For any company to stay above the rest, documenting metrics is crucial. Conversion rates are a proven method of keeping track of potential sales versus lost sales. During any email blitz, gauge how many recipients you begin with versus how many eventually click through to your website, and then how many of those continue on to make a purchase. This should give you an idea of what you're doing wrong.
Each consecutive action leads to the next, and so you need to start from the beginning. Design your email to increase click through rates, and conversion will follow. If you have any doubts that you could improve those conversion rates, then take a look at this checklist.
Building a Foundation
Before trying anything new, it's important to test what you already have. First, check your sender score. This score will give you a basic idea of your reputation in the eyes of email providers. When creating your email campaign, make it your goal to increase this score and avoid landing in the spam folder.
Next, send yourself email in multiple browsers. Compatibility matters. Then move on to email providers. How will your emails be viewed in gmail versus yahoo upon reception? Make sure... Read more
The NRF is forecasting 12% increase in online sales and a 4.1% increase in overall sales this holiday season - meaning that shoppers will spend $96 billion online and $586.1 billion in total. That’s just in November and December. However, people don’t stop shopping in January; and, while the revenue might not be counted towards the holidays, it certainly counts towards online retailers’ bottom lines.
As you plan your holiday strategy this year, think beyond December and what you can do to keep customers shopping into 2013. Here are five Post Purchase Email Campaign tactics you should try, beyond the usual holiday sales and gift card redemption campaigns:
Get What You Really Want - People typically give gifts that they’d like to receive from retailers that they know and trust. And just because they’re giving away all of their favorite merchandise doesn’t necessarily mean they’ll get it in return. In January, try a post purchase email campaign to new customers letting them know that it isn’t too late for them to purchase items that they really wanted. Be clever – last year, Apple sent out an email the day after Christmas with the subject line “Wasn’t under the tree? Get it now... Read more