Marketing Pilgrim's "Email Marketing" Channel

Marketing Pilgrim's Email Marketing Channel is sponsored by Trackur.

Constant Contact: easy access for spammers, a PITA trying to opt-out

This is a more of a rant than news, but I am sick and tired of Constant Contact.

It’s not that they seemingly encourage customers to add an email address without first obtaining permission–other email marketing companies are guilty of the same–it’s that they make me, the victim, jump through hoops to opt-out.

Here’s the Constant Contact opt-out form:

Constant Contact Spam

They, laughingly, call this “SafeUnsubscribe.” Safe, for who, the spammer? For me, I have to double check the email the spam was sent to, then enter it again in the box. After that, I don’t even get an option to report the spammer–something that Mailchimp gets kudos points for making an easy option.

Mobile purchases are up but revenue is down. How did that happen?

yesmail mobile vs desktopYesmail has good news and bad news for email marketers.

First, the good news.¬† “The number of purchases made as a result of emails opened on a mobile device has grown almost 40 percent over the past year.”

Now the bad news. “Revenue from mobile purchases increased by a comparatively modest 10 percent.”

No big deal, right? Because people who open email on a desktop clearly love to click through and spend. True enough, but Yesmail says that 64.5% of all email opens happen on a mobile device. And since the average order on a mobile device is 33% lower than the average order on a desktop ($55 vs $83) that’s a lot of money missing from the cash register.

Majority of email marketers don’t use sales numbers to measure success

Lionsbridge email reportHow do you measure the success of your email marketing campaigns?

74% of marketers who responded to the 2014 Global Email Survey from Lionbridge Technologies said it was all about the open rate.

An important number, for sure, but what about an email’s impact on revenue? Less than half of the respondents said they connect the dots from email to sales and it makes me wonder why? Opens are great, but they don’t pay the bills.

In the recent past, matching sales to email opens was tricky and time consuming, but surely that’s not the case anymore. We have tools that can tell you when a customer mentions your company at a cocktail party (an exaggeration, but you get the point), it can’t be that hard to follow the clicks from email to checkout.

Friday Roundup: Unsubs rise up, T-commerce on the way and more

cowboy_clipart_lassoGrab your chaps and grab your hat; it’s time for the digital marketing roundup. This week, Google tries to convince us that unsubs are good for business, Twitter hints at T-commerce and Twitch stirs up trouble when they hit delete.

T-Commerce Hints Pop Up on Mobile

A reporter at The Next Web picked up on talk of a change to the Twitter Android app. A few people noticed that the settings page now has a section for Payments and Shipping. The menu doesn’t expand so it’s just a place holder and that feels weird to me. Why would they even bother? It’s not much of a beta test because there’s nothing to test. Unless they just wanted to see how people would react?

Online retailers say paid search is tops for customer acquisition

SOROWhat would you say is the most effective marketing tactics for acquiring new customers?

85% of retailers in the new 2014 Shop.org/Forrester Research Inc. State of Retailing Online study, said paid search.

Only 81 retailers participated in the survey, which was conducted through May and June of 2014, but even if the number was 810 the result likely would have been the same.

Search still works. It’s familiar to both marketers and customers and as long as Google keeps turning out excellent results, paid search will continue to be a blockbuster. Think about all the things you looked for on the internet this week. How many times did that search begin with Google or Bing? I search for a lot of things on eBay and I find that I get better results from Google than on eBay itself. Same for Twitter. It’s simply a more effective way of finding information and we all know it.

Report shows the most used digital marketing channel is probably not what you think

When Gigaom asked 300 marketers to share their most used digital marketing channel, they probably expected to see search or social at the top of the list.

It seems that most of us are more old school.

While search is the Escalade of digital, social a Tesla, email marketing is like a Volvo. Safe, reliable, and gets the job done.

Most effective digital marketing

It looks like social media marketing continues to be dogged by a reputation for not being measurable and full of noise.

Social media marketing traits

For a deeper breakdown, head to MarketingProfs.

The largest percentage of email marketing revenue comes from this device. . .

According to a new Custora report, 26.7% of revenue from email marketing Рthe largest percentage  Рwas generated via this device. Was it the desktop? The tablet or the mobile phone?

Surprise, surprise, it was the mobile phone. Emails opened on a desktop only generated 20.9% of revenue, tablets generated 23.1%. That’s amazing given that a large number of marketers haven’t optimized their emails for mobile. Mobile phones also drove the majority of Direct traffic conversions while Paid Search rules on tablets.

Look at this grid from the just published “Custora E-Commerce Pulse Report“:

Custora Ecommerce percents

On desktops, it’s all about Organic Search, followed by Direct, Email and Paid Search. And look at what’s not doing so well on any device – Social Media coming in no higher that 0.6% of revenue from mobile phones. It’s barely a blip and it’s worse on desktops and tablets.