Tag Archive for 'Email Marketing'

Email Infographic – words to (not) use

This infographic has a lot of useful lessons for anyone using broadcast email marketing on an on-going basis.

Email Marketing Infographic

Personalised Emails

According to a recent survey, personalised emails generated 42.7% more click-throughs on average to the web copy than non-personalised email.

Personalised emails generated 403% more sales on average than non-personalised emails.

Personalised emails generated 42.8% fewer un-subscribes on average than non-personalised emails.

Email Marketing, Personalisation, Email Personalisation

Email Personalisation is not new, the question is does it still work?

Should you expend the effort to personalize your emails?

You should TEST to see what happens. Surveys and reports are great to give you ideas, but you need to test the findings with YOUR suspects, prospects and clients.

Don’t just believe everything you read.

Email Still Outperforming Social Media

A lot of people debate the pros and cons of Social Media, what I have come to call Social NOTworking – where people waste countless hours exchanging posts, chats, pokes, photos and other electronic elements with people they wouldn’t be caught dead with face-to-face. But that’s my personal bias AND I am not saying that Social Media is not worth doing – it is, but not for the reasons MOST people think…

That’s a discussion for another day and one I reserve for my paying clients to help them out-perform their peers by doing out-of-the-ordinary things that create extra-ordinary results.

Results that baffle their competitors – BECAUSE they (the competitors) have no clue…. Shhh! It’s called Stealth Marketing and means they can’t copy what you’re doing!

In support of my bias, I came across recent reports that continue to show that website traffic from social media networks is still pretty low.

SeeWhy studied 60,000 ecommerce transactions across a variety of sites in February 2011. Since running an online store is about selling things, they looked at only the people who actually loaded items into their shopping cart. Here’s one of the summary results:

Email Marketing Generates More Buyer Traffic Than Social Media

Online Traffic, SeeWhy

Email Marketing Still Outperforms Social Media

As you can see, email brought in the most traffic, with direct and search significantly less. Social media came in at only 4.3%, not great, but better than display advertising, so that’s something to think about.

Next they took that info and charted the percentage of people from each source who completed their transaction. In other words, the people who handed over their credit card number and hit submit.

Email Marketing Converts To More Sales Than Social Media

Online Conversions, Social Media, Email Marketing

If you want more sales, send more emails!

In the above pie chart you can clearly see that email and direct hits to the site still resulted in the best sales conversions, social media picked up a dismal 2.11% of the overall, but look at display advertising. Yikes, only 0.53% conversion rate? Maybe you should be spending money on your Facebook page rather than on display ads, but once again that’s a discussion for another day. Social NOTworking does have its place, but not where or how you might think. We explain this in our Killer Konversations™ Workshops if you’re interested…

At the end of all of this, SeeWhy does put in the usual disclaimer. Your mileage may vary and different types of ecommerce sites will have different results. While I understand that this is a study of ONLY 60,000 transactions, it supports my bias that email marketing still is the primary source for online sales.

There’s a fundamental reason – it’s a privileged conversation that people still value – as long as it’s not violated.

If you’re asking yourself why email marketing isn’t in the news more often, it’s because it simply isn’t as new and trendy as social media marketing.

The news “media” are always searching for new trends and buzzwords to fill their empty pages.

My clients don’t care about the buzz and hype – all they want is more people buying their products and services.

If that’s what you want – send them more emails – but not just any emails… That’s considered spam. You need to know what to send to whom.

That’s what we teach our clients to do – become a client today. Contact us now and we’ll help you avoid making mistakes that cost money and lost sales.

Email Marketing Acceptance Improving

As I have been saying for some time, attitudes toward email marketing are improving. Part of the reason is that opting out is easy and email marketers are now respecting people’s time more, so commercial ‘spam’ has been reduced by legislation and market forces.

Forrester Research, one of the most prestigious and respected research organisations recently reported that consumers now delete fewer promotional email messages without reading them and are now more likely to forward such messages to others. This is quite a shift from the previous predisposition to  “click and delete”.

Attitudes To Email Marketing Are Changing

Not only have positive behaviours been reported, but negative behaviors toward email have also declined. Specifically according to the Forrester Report, consumers…

  • Delete 14% fewer messages WITHOUT reading: 59% of consumers say they delete most email messages without reading them, down from the 63% who said they did so in 2008 and the 73% who said so in 2006. This is not an insignificant finding in this day and age of information overload.
  • 50% More combine promotional and personal emails: Just 10% of consumers say they have a separate email account they use just for receiving promotional email advertising, down from the 15% who said they did in 2008. This is a quantum shift that in my own humble opinion (IMHO) confirms greater trust within email-based communications and relationships between companies and clients.
  • Forward To A Friend up 33%: 12% of consumers say they sometimes forward promotional email to others, up from the 10% and 9% who said so in 2008 and 2006 respectively. With the advent of increased social networking tendencies, this is not surprising. It’ll be interesting to see what happens next.
  • Purchasing predisposition remains more-or-less stable: The percentage of consumers who often buy things advertised via email has hovered at roughly 5% for the past four years fluctuating from 5 to 6 and 4 percent from 2006 to 2008 and 2010 respectively. Because the numbers are still so small, small changes are not necessary representative of a major shift either way. This is relatively-speaking good news. Many opponents to email marketing were sounding the death knell a long time ago. This reinforces the proponents with a no-so-fast defence. Time will tell how this evolves over the next two years.
  • Product information declines by more than 30%. Consumers tend to fluctuate about email’s value for product information from 22 to 27 and back down to 17% in 2006, 2008 and 2010 respectively. I would agree with Forrester’s supposition that the decrease is likely a result of a proliferation of alternative product information sources that were not as prevalent back in 2006, including blogs, social networks, and rating/review sites within niche (long tail) communities.

This all bodes well for those of us in digital marketing focused on real brick and mortar businesses that want to find fresh new leads to establish long-term business relationships founded on high integrity value creation.

The 7 habits of highly annoying emailers

7 Habits Of Annoying EmailersI came across this insightful article by Dudley B. Dawson

Below are seven habits that consistently appear at offices across the world. If you have additional examples, please feel free to provide them in the comments below.

1. Including email signatures that include credentials like “MBA” or “HRMS” after their name. Existing readers are well aware of the distaste for credentials in email signatures as described in “Email Signatures: Adding “MBA” after your name is very telling“. [Note – I disagree in principle with this, but will leave that for another blog post – this article is about Dudley’s list, not mine.]

2. Adding clipart to your email. Often the work of administrative assistants, human resources, or other corporate cheerleaders. To think that when these people attach the clipart they imagine recipients smiling. This is called reputation distortion. Those who think others believe them to be a cheery person are actually the people most despised by the office. Clipart photos are to corporate cheerleaders as rainbows are to the GLBT.  Immediate and universal identification. Continue reading ‘The 7 habits of highly annoying emailers’

Internet Marketing Is Getting Harder

If you’re stuggling to make a go of the Internet, you’re not alone. It’s been said that the top 5% make more than the other 95% COMBINED. That’s because they have what I call 20/20 foresight. I teach our Internet Mastery clients how to make the trend your friend, to catch the best wave and ride it INTO the beach like a pro.

That being said, it’s getting tougher out there in the virtual world of the Internet. Tactics that used to work no longer produce positive ROI.

Click through rates, opt-ins are dropping like a boat anchor to the bottom of the ocean.

I have been updating my clients about these trends and changes to make sure they don’t become victims of shifts that are taking place right now.

This blog has great information, but because it’s free, you’re not getting the most up-to-date tips and techniques that I reserve for my paying clients.

But you know that – I just need to remind you from time to time to consider stepping up and getting ‘with the program’.

We have programs from the Silver Membership at an affordable $97 per month to the top-end Platinum Program where I actually GUARANTEE RESULTS.

Imagine having 20/20 foresight and knowing what’s out there before anyone else…

I alerted my clients to Twitter in early 2007 – it took almost 2 years before the masses caught on…

Take a look at our programs and let’s start helping you win the Internet game – after all the 5% of us who do make money on the Internet get paid VERY WELL for our out-standing efforts!

:-)

Email Marketing Blunders To Avoid

Recently, a client wondered why they got a terrible response from an e-mail broadcast… Here are some of the e-mail marketing blunders committed that you want to avoid at ANY COST. Sure some of them seem obvious, but they are worth considering if you want to get the best results possible when executing email marketing campaigns.

E-mail Marketing Blunder #1

Continue reading ‘Email Marketing Blunders To Avoid’