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© 2017 PACE
EMAIL MARKETING IN NUMBERSMARKETER AND CONSUMER ADOPTION AND CONSUMPTION
NOT ALL EMAILS ARE CREATED EQUALCAREFULLY BALANCE CONTENT AND PROMOTIONAL MESSAGING
ENGAGE OR DISRUPT? How to Maximize Your Content Investment through Email Marketing
77 percent of U.S. consumers prefer email as their primary means of communication with a business1, proving the value of this traditional marketing channel. However, only 17 percent of marketers say that their company has an advanced level of competence in
email marketing2. Although brands often struggle with low subscriber engagement rates, inactive list members and unsubscribes, these are roadblocks that can be overcome by applying a data-driven email marketing strategy. Here are some steps to help get you started.
of email marketers say their biggest challenge is earning new subscribers3
of smartphone users are highly likely to delete emails that they can’t read on their phone7of decision-makers
read emails on their mobile phones6
of online consumers made a purchase as a result of an email
marketing message5
of consumers open emails from
companies4
29%
82%
66% 64%75%
PROMOTIONALEmails designed with a transactional goal.
Typically less text, more imagery and prominent CTAs.
CONTENT Emails with more text, often with the goal of increasing
awareness and interest in a brand.
SEEDEDCONTENT Hybrid model that can build an e-commerce brand while
maintaining the transactional value of a promotional email.
To get the most out of your email marketing, a strong, data-driven strategy should be in place. For more in-depth information, check out our latest whitepaper, “Engage or Disrupt? How to Maximize Your Content Investment Through Email Marketing.”
GUIDING PRINCIPALS FOR DEVELOPING AND IMPLEMENTING YOUR STRATEGYCONSIDERATIONS FOR OPTIMAL RETURNS
© 2017 PACE
SOURCES: 1. ExactTarget 2012 Channel Preference Survey, 2. DMA Insight: Marketer email tracking study 3. Campaigner 2016 Predictions Survey, 4. Marketing Sherpa 2013 Email Marketing Benchmark Report, 5. Business 2 Community, “23 Tweetable Stats on Email Marketing Tactics and Trends” 6. Salesforce Blog, “25 Mind Blowing Email Marketing Stats” 7. Constant Contact, “Constant Contact and Chadwick Martin Bailey Study: Three-Quarters of Consumers “Highly Likely” to Delete Emails They Can’t Read on Mobile Devices”
METRICS TO CONSIDER BASED ON BUSINESS GOALS
INCREASE CONVERSIONS Conversion rate
Cost per conversion
ACQUIRE NEW CUSTOMERS Acquisition rate
Cost per acquisition
INCREASE CUSTOMER LOYALTYNumber of recommendations
Number of unsubscribes
INCREASE BRAND AWARENESSNumber of unique website visits
Open and click through rate
In order for your email marketing to be effective, you first have to establish how you want it to be effective. You need to set clear and explicit goals at the outset. Additionally, this is the time to establish business rules such as only emailing opt-ins.
ESTABLISH BUSINESS GOALS AND RULES
Understanding who your target audience is will dictate your content. Email marketing has to be designed for and dedicated to the recipient. It will also determine your segmentation and personalization tactics as you begin to gather data on those recipients.
DESIGNATE A TARGET AUDIENCE
PLAN A DISTRIBUTION CADENCE
Establish how often you’re going to send emails based on both the business goals and the audience. Tell recipients how often they will be receiving emails and what type of content they can expect. This will help maintain consistency and relevancy in the eyes of your audience.
You can easily gather data and use analytics to understand what parts of your email are working and which ones aren’t. A/B subject line and multivariate testing, content placement testing, CTA layout testing and imagery tests should be ongoing mandate to optimize your strategy.
OBSERVE AND OPTIMIZE CONTENT
List governance is absolutely essential. Go into your lists once every quarter to take a look at which recipients have been consistently engaging with content and which ones have not. Also make sure you are taking unsubscribes off your list and paying attention to bounces.
MAINTAIN LISTS
STRIVE FOR LOW DROP-OFF
Offer custom opt-out pages so customers can select exactly what type of content they want to receive and the cadence. This can lead to a lower unsubscribe rate, as customers can select weekly or monthly emails containing content they know they want to see.