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.

Download Forrester Research Report

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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.
View Original Article

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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