Donald Trump enjoys higher email open rate than Sanders or Clinton, new tool shows

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While it’s too early to tell who’s going to win the November elections - despite polls showing both Donald Trump and Hillary Clinton both being viewed as unfavourably as one another - the US presidential candidates’ email stats tell an interesting tale.

Email data solution provider Return Path has published a new interactive

By Rachael Power, 23 May 2016, 0 comments. Categories: Email marketing, Social Media Marketing.

What Bernie Sanders' presidential campaign can teach us about email marketing

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Bernie Sanders’ election campaign team is pulling off a rather original email on-boarding strategy. The way his team used email at the start of his ongoing presidential candidate race proved to be unsuccessful, when asking volunteers to make phone calls to gather support for Bernie. We’ll call this a ‘big request’ for the sake of this article

But when Bernie's team of volunteers were asked instead for a 'small request', which was to gather at a local...

By William Astout, 17 May 2016, 0 comments. Categories: Case Studies, Email marketing.

SEO comes second to email marketing for ROI

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Email marketing continues to top the charts for return on investment (ROI) – ahead of SEO – according to a new report that examines how email marketing has changed over the last 10 years.

The tenth Email Marketing Industry Census report, produced in association with Adestra, surveyed more than 1,100 marketers in February and March of this year and showed that almost three-quarters (73%) of those surveyed said that email marketing offered excellent to good ROI. This is up from...

By Liz Morrell, 09 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Email marketing.

Email marketing will survive - but only if you adapt with it

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For anyone working in eCommerce, a recent report by Return Path may have made some uncomfortable reading. The company released a new benchmark for email marketing, which found that emails from business marketing companies had the lowest read rate of any sector surveyed (just 9%, compared to 47% for those from utilities).

In today’s multi-channel world, where...

By Barron Ernst, 09 May 2016, 0 comments. Categories: Email marketing.

If you think you know all there is about email personalisation – think again

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On average, we are subjected to 5,000 marketing messages per day. It’s therefore no surprise that if you try to recall a promotional email that you received yesterday, you’ll struggle.

Research also estimates that a typical professional sends and receives 131 emails each day. Add to that the volume of social updates, SMS and IM conversations consumed during those waking hours and you’re faced with a vast amount of ‘noise’. Being heard is therefore paramount....

By Adam Oldfield, 07 April 2016, 0 comments. Categories: Customer Experience, Email marketing, Personalised Marketing.

How to give your email marketing campaigns a boost with personalisation

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We’ve seen all the surveys, we’ve read all the whitepapers, and we’re all very aware that simply adding a bit of analytics and personalisation to our email marketing campaigns can improve their effectiveness by as much as 100%. But how do we go about doing it in real-time, without making wholesale changes to our marketing systems? Here are some easy steps to take that can deliver a huge leap in email marketing performance and doesn’t take a lot of investment.

Add real-time...

Marketers continue to miss out on email revenue opportunities

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Nearly 40% of senior marketers are missing out on the revenue opportunities of transactional emails – despite the open rates for automated responsive emails being nearly 25% higher than normal marketing emails, with average open rates of 40% compared to 15% for standard marketing emails.

The research, from email provider Mailjet, showed that 38% of senior marketers aren’t generating revenue from automated emails whilst an additional 20% didn’t know if such emails were...

By Liz Morrell, 18 March 2016, 0 comments. Categories: Advertising Technology, Email marketing.

Bloody well right: Would you open an email with a swear word in the subject?

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If a new report from email service platform Mailjet is to be believed, then more than a quarter of Brits will open an email that has a swear word in the subject line.

The study showed that 27% of emails with a swear word in would be opened by Brits. When compared to the average open rate of emails sent to the same distribution list with swear words included then the open rate increased by 28.6%.

Softer, old-fashioned swear words such as ‘Gordon Bennett’ and ‘numpty’...

By Liz Morrell, 19 February 2016, 0 comments. Categories: Email marketing.

Content marketing: How do you get value from it in email marketing?

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I’m sure you have heard the term, but what is ‘content marketing’ and how should you deploy this in your email marketing programmes today?

Well, let’s start first with the definition – I think that the Content Marketing Institute has defined this well:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and...

By Stuart James, 01 December 2015, 0 comments. Categories: Content Marketing, Email marketing.

Mobile email opens increase but conversions fall in third quarter

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Mobile email opens are at their highest point ever, and yet mobile email conversions are on the decline, according to a new report published this week.

The research shows that mobile email opens are now at their highest rate yet in the third quarter of 2015 despite a dip in the second quarter. Mobile email opens now account for 73% of email opens, compared to 69% last quarter and 71% in Q1.

The growth is being particularly driven by a growth in the rate of opens on smartphones – up...

By Liz Morrell, 27 November 2015, 0 comments. Categories: Email marketing, Mobile Marketing.

Email marketers making basic mistakes around call to actions, course data shows

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Email marketers are failing to realise the potential of call to actions (CTA) within their email marketing programmes, according to a new report which highlights a number of misunderstandings and misconceptions.

The results, from email provider Mailjet, showed a failure to fully understand the impact of call to actions with 28% thinking that call to action buttons could not be A/B tested. The study also showed that 12% said that they believed the first thing that readers looked for was...

By Liz Morrell, 06 November 2015, 0 comments. Categories: Email marketing.

Mobile messaging vital for customer engagement and marketing

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Mobile messaging still provides one of the most effective channels for marketing compared to email, new research has revealed. As such enterprises are increasingly using mobile messaging in order to improve customer engagement, the study found.

The report, Why Enterprises Use Mobile Messaging, from enterprise mobile engagement specialist OpenMarket, pulls together data from OpenMarket research and independent mobile technology...

By Liz Morrell, 18 September 2015, 0 comments. Categories: Content Marketing, Customer Experience, Email marketing, Mobile Marketing.

Android email engagement increases while Apple slows

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iOS based email usage is slowing across the EU whilst email engagement via Android is increasing according to new research released this week.

Data analysis from email delivery platform SendGrid shows that in the UK although the iPhone still makes up nearly a quarter (24%) of email opens the figure is down 8% on 2014 and despite iPhone opens and clicks  rising overall across the EU by 8%. In Slovakia however year on year use fell by...

By Liz Morrell, 27 August 2015, 0 comments. Categories: Email marketing.

Six month study shows major retailers failing to make the most from email marketing

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Major retailers are failing to capitalise on the opportunities offered by email marketing, a new six month study has found.

The Customer Communications Report 2015, from strategic multichannel consultancy Practicology tracked the email newsletter activity of almost 100 retailers over a six month period and found several areas where big improvements could be made.

Of the 100 well known retailers chosen, Practicology was able to sign up and receive email marketing from 91 of them, without...

By Liz Morrell, 25 August 2015, 0 comments. Categories: Email marketing.

Mobile email opens hit record high in 2015 first quarter

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M-commerce still has some way to go, but when it comes to consumers opening emails on mobile then smartphones win hands down it seems.

The latest quarterly report from Movable Ink, entitled the UK Consumer Device Preference Report, shows that mobile email opens hit a record high in the first quarter of this year with 71% of emails opened on smartphones and tablets compared to less than a third (29%) on desktops. The figures comprise 42% on smartphone and 29% on tablet and are up...

By Liz Morrell, 10 July 2015, 0 comments. Categories: Email marketing, M-Commerce, Mobile Marketing.

This new tool utilises predictive machine learning for content marketing

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A new tool has launched this week that its founders claim will help content marketers by allowing them to automatically inject relevant marketing materials into any email campaign, using any marketing platform.

The new tool, Next Best Content, is powered by personalisation tech specialist AVARI’s predictive analysis and machine learning technology that it claims helps to determine what each person wants to read next in real-time. The tool pulls from a brand’s content...

By Liz Morrell, 09 July 2015, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.

Consumers may be more open to email marketing than we think

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Getting the balance of email marketing right is a constant challenge for marketers who often err on the side of caution since the risk is losing customers by bombarding them too much.

Yet a new report claims to have discovered that consumers are more receptive to email marketing than many believe. The report, from global data solutions provider Return Path, says that highly active users will actually tolerate up to an average of 5 messages a week before the level of complaints offset...

By Liz Morrell, 01 July 2015, 1 comment. Categories: Customer Experience, Email marketing.

Where does the affiliate marketing channel stand today?

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I recently attended a dinner with a number of peers and they all had very different views and opinions on what affiliate marketing stands for in 2015. This highlighted a niggling concern I have had for a while; the lines have blurred between what affiliate marketers have responsibility for in the digital and marketing landscape versus display, social, search, email, and so on.

Even those that work in the channel find it hard to have a unified consensus on what it actually means. If we...

By Helen Southgate, 21 May 2015, 0 comments. Categories: Data-driven marketing, Email marketing, Search Marketing.

Hold back on that clickbait headline for email marketing campaigns

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Advertisers that focus on clickbait email subject lines that overly sensationalise the content of their email marketing messages are failing according to a new study from data solutions provider Return Path.

The report, entitled The Art and Science of Effective Subject Lines, found that typical clickbait subject lines – such as “you won’t believe this shocking secret” were great at capturing web traffic but not so much at capturing readers of email...

By Liz Morrell, 15 May 2015, 0 comments. Categories: Best Practice, Email marketing.

Why there's still life in the old email marketing dog yet

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Email marketing is enjoying a resurgence according to a new report from the DMA which says that ROI, delivery rates conversion rates and open and click-through rates all increased in 2014 compared to the year before.  As a result more than half of those surveyed (51%) expect to increase their budgets on email campaigns this year. Only 4% predict their email marketing budgets will decline.  

The results, from DMA’s National Client Email Report, shows that ROI on...

By Liz Morrell, 23 April 2015, 0 comments. Categories: Email marketing.