Marketing Pilgrim's "Email Marketing" Channel

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

Fashionistas in Texas would rather read emails on their smartphone

Fashionistas in Texas would rather read your email on their smartphone than on a desktop. It’s totally true, the new “Q3 2014 U.S. Consumer Device Preference Report” from Movable Ink says so.

It’s starts with this map.

Movable Ink map

Only 14 states lean toward desktop over a smartphone when it comes to reading their email, but that number is shrinking. A year ago, more than 20 states were leaning toward the desktop while folks in Maine and Vermont were desktop all the way.

In Q3 of 2014, 11 states strongly prefer a smartphone with Michigan, Louisiana, Illinois, Connecticut, Arkansas, and Alabama coming over to the mobile side since last quarter.

Three-quarters of millennials expect brands to be entertaining

Female_animal_trainer_and_leopardIf you had to describe your branded content in one word, what would it be? Informative? Engaging? Boring? (I hope not) Upbeat? How about entertaining?

In Facebook’s “Coming of Age on Screens” study, 72% of young millennials from all over the world said that’s what they expect from brands – entertaining content. That’s a lot to live up to. It’s a lot harder to be entertaining on command than it is to be informative but when you hit that sweet spot the returns are insane.

Evian’s crazy, roller skating babies video earned the company a spot in the Guinness Book of World Records as the most viewed online ad ever, accumulating more than 25 million views in just two months. When they made that, they knew it was funny and highly entertaining, and I’m sure they hoped it would be a huge hit, but I doubt they expected it to blow up the way it did.

Whales vs wasted-energy: where should you spend your time?

SAVE_THE_WHALES___man____by_Porpoise_SongWhen I hear the word “whales”, I think of Las Vegas. Weird, I know, but that’s where I first heard the word used for something other than a sea creature. In Vegas, whales are those guys who drop huge sums of money on a single hand of blackjack. They leave tips equal to a week’s pay and pony up big bucks for crazy things like a bathtub full of caviar.

Your business has a whale or two but probably not the tub of caviar kind. The average business whale is simply a customer who spends a lot more money than most of your customers and does it on a regular basis. Now, here comes the big question; can you name the whales in your business and are you giving them special treatment?

Inbox by Google: Gmail as your new ‘to do’ list

InboxIf you use your email box as a To Do list, you’re going to get very excited when you see what Google is rolling out this week. It’s not so much a Gmail update as it is a whole new way to process email. It’s called Inbox and it takes the best of what other third-party apps do and rolls it into one, simple unit.

Unlike most email handlers, Inbox groups, highlights and reschedules messages. It also acts as a personal assistant, adding information you might need to complete an anticipated task. Really. It’s spooky and it’s pretty.

Check out this clean interface. It looks much more like an app timeline than an email inbox. That’s going to take some getting used to.

inbox-nexus6-500

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.