Email Marketing Myths

Posted on Wed,Mar 30, 2011 @ 09:00 AM

From Scott Koegler at the CMO Site, email marketing myths dispelled.

Myth: Business emails don't get read on the weekends, so send business-related information only during the week.
Reality: Most business people use the same email address for business and personal correspondence, and read email whenever they like.

Myth: Sending frequent emails will lead to people unsubscribing.
Reality: Data shows that the unsubscribe rates between once a month emailing and once a day emailing are insignificant. Timely, topical emails are valued.

Myth: Subscribers will pay attention for a long time.
Reality: Reader engagement, measured by click-throughs, averages four months, regardless of how long they stay subscribed. Involvement is more important than subscribers.

Myth: Tuesdays at 11:00 a.m. is the best time to send marketing email.
Reality: Sending during business hours actually produces negative results. Send on the weekend, when open rates increase substantially.

Myth: Email gets read at the end of the work day.
Reality: If the reader is interested in your email, they'll read it when it fits their schedule, often early in the morning.

Myth: Emails are read at desks on computers.
Reality: Eighty percent of readers use mobile devices to read emails. Format your content with mobile devices in mind.

Myth: Limit the number of links in an email.
Reality: More links is directly correlated to more click-throughs. Links are assumed to lead to deeper information.

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Tags: Marketing Strategy, Email Marketing

Yahoo!'s Email Marketing Approach

Posted on Fri,Feb 25, 2011 @ 09:00 AM

Sue Coakley discusses how Yahoo! does email marketing:

Yahoo!'s 3R's of Contact Strategy
  • Build on the Relationship
    • Why did the customer start the relationship? - Did they buy for a specific need or because of a discount?
    • Continue to fulfill that value
    • Surprise and delight users - Thank customers
    • Give your email social legs
  • Keep it Relevant
    • What do you know about the customer? - Demographics - Interests - Response behavior
    • Never assume what you don't know - This can alienate
    • Listen - Evaluate all feedback, both postive and negative
  • Respect Preferences
    • Honor preferences
    • Do all you can to retain customer
    • Think about frequency
    • Avoid permission creep
    • Consider your message in the larger context
Watch the Video on YouTube

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Tags: Marketing Strategy, Email Marketing, Yahoo!

Integrating Email with Search Marketing

Posted on Wed,Feb 23, 2011 @ 09:00 AM

Forrester Research explains the benefits and strategies of integrating email with search, two to the most commonly used interactive channels. Doing so provides a simple, low-risk introduction to integrated marketing.

Why Integrate Email and Search?
  • 90% of marketers already use these tools.
  • In most firms, interactive is managed by one or a few colleagues, making planning easier.
  • Because email is cheap, coordinating email with search may improve overall cost efficiencies.
  • Messaging across channels reinforces the brand and provides a consistent experience.
How to Integrate Email and Search?
  • Use search and landing pages to drive email registration.
  • Use search data to learn customer intent and target email content accordingly.
  • Repurpose email newsletters into keyword-rich content to improve SEO.
  • Test the performance of offers in both channels can inform content decisions in the other.
  • Coordinate messaging in both channels. Time keyword buys with email messaging.
Lessons learned by tying together email and search will help interactive marketers integrate multiple channels and data sources.

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Tags: SEO, Search Engine Marketing, Marketing Strategy, Email Marketing

Questions about Email Marketing

Posted on Wed,Feb 16, 2011 @ 09:00 AM

Following a HubSpot webinar on the topic of email marketing, here are answers to some of the most common questions.
  • Will social media take over email marketing? - Probably not. While some companies have dropped email marketing in favor of social media, others, like GroupOn, continue to have a lot of success with it. Really, it depends on your target audience.
  • Tips for email subject lines? - Avoid spam-trigger words. Keep consistent with your branding.
  • Call-to-action placement? - Test different placements. Experiment with different forms (e.g. hyperlinks vs. buttons).
  • What email software to use? - Make a decision based on the complexity needed, your price limits, other specifics to your situation.
  • How do you avoid seeming like spam? - Convey real, meaningful value. Nurture rather than sell in the email.
  • How do you stand out and get your email read? - Take advantage of brand recognition. Become anticipated by introducing a series of offers.
  • Are open rates important? - Open rates aren't a reliable metric, nor are they accurate.
  • HTML or Text Email? - Companies have success with both. Consider mobile-friendly emails which tend to be text-based with fewer images.
  • Message length? - Shorter is generally better and more mobile friendly, but the message needs to be long enough to give enough context about the offer.
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Also see A 7 Step Guide to Email Deliverability
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Tags: HubSpot, Lead Nurturing, Marketing Strategy, Email Marketing

HubSpot Innovations for 2011

Posted on Fri,Feb 11, 2011 @ 09:00 AM

Hubspot CEO Brian Halligan presents several new features in their inbound marketing software for the coming year.

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Tags: marketing automation software, Inbound Marketing, HubSpot, Lead Generation Software, Email Marketing, Content Marketing

7 Email Marketing Tips

Posted on Tue,Feb 08, 2011 @ 04:53 PM

From the MarketingSherpa Email Summit 2011, here are some key takeaways to improve the effectiveness of email marketing.

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Tags: Social Media Marketing, Marketing Strategy, Email Marketing

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