Sherpa Chart: Testing Email Elements to Improve Campaign Effectiveness
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Based on the quantity and quality of leads generated, companies said email was their best lead generation program, followed by live events, website registrations and webinars. The effectiveness of online channels, coupled with the fact that prospects indicate the web is the first place they look for more information, makes it natural for companies to be increasing their investments in web design, email marketing and search engine optimization. |
In a survey of shoppers in four states, nearly four in 10 told cross-channel commerce solutions provider CrossView they preferred to receive promotional messages from retailers by email. It was the most popular communications channel, with direct mail drawing about a quarter of respondents and text messaging coming in third with 18%. Just 9% of shoppers were interested in promotional messages on social media.
Email marketers searching for subject lines that will grab their recipients’ attention should look to highly relevant, time-based messages for the best results, according to data from Experian Cheetahmail.
The email marketing services company conducted a study of more than 40,000 messages in March 2010 and discovered that, overall, almost half of transactions and about three-quarters of opens and clicks happen within a day of receiving a marketing email. So good results will often come fast.
One of the fastest ways to get email recipients to open and click on messages is to send notices of abandoned carts. As Sara Ezrin, senior director of strategic services at Cheetahmail, explained to eMarketer, recipients of such messages are already thinking about the items in their cart, and that they are in the market for those products will spur them toward quick response.
Social Sharing Adds 30% to Email CTRs
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Email marketing messages with a social sharing option generate 30% higher click through rates than emails without these features. So says a new survey by Get Response - as well as anecdotal evidence that the rules governing email and social media communication are increasingly becoming blurred.
The study, “Email Marketing and Social Media Integration Report” also found that messages with three or more sharing options generated 55% higher CTRs and emails with a Twitter sharing option returned over 40% higher CTRs than messages without any social media links.
Read more at www.marketingvox.com
Many more small businesses have plans for the coming year, and more than three-quarters consider integration of e-mail and social at least somewhat important. A majority plan to allow users to sign up for e-mails directly from social media sites like Facebook. This tactic allows e-mail marketers to grow their lists—cited as the top benefit of integrating social and e-mail by one-third of respondents—by allowing consumers to use their channel of choice and sign up on their own terms.
Read more at www.emarketer.com
Social Media Links Improve Email CTR
Social Media Links Improve CTR 30%
Read more at www.marketingcharts.com
GetResponse research indicates that on average, promotional emails sent by small-to-mid-sized business (SMB) marketers that include links to at least one social network have a 9.4% CTR. Meanwhile, promotional emails without any social network links have a 7.2% CTR. This means promotional emails including social network links generate an average CTR 30% higher than promotional emails without the links.
Email Tactics Rated as Highly Effective, by Target MarketRead more at www.marketingsherpa.com
