Marketing Pilgrim's "Email Marketing" Channel

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

If you send customer emails, you’re already on mobile

LiveIntent AdaptMobile has become one of those giant marketing monsters that both intrigues and frightens anyone running a business. It’s all about apps, right? And you have to have a coding genius on staff if you want an app, right? And I have to redesign my whole website and make it skinny, right? So it will show up on a phone? And there are different kinds of phones, so how do I know if it’s working on both iPhones and Androids. . . and isn’t there another kind of smartphone out there? And what about tablets!

At that point, most people just walk away and leave it for another day. But the truth is, if you’re sending out marketing emails, you’re already on mobile.

LiveIntent would like to point out a couple of interesting facts:

Canada’s new email law: gone too far or list optimization at its finest?

canada-emailYesterday was a big day for Canada.

Yes, of course, it celebrated Canada Day, but it also saw a new anit-spam email law go into effect, and apparently that put businesses in a tizzy trying to comply:

Under a new antispam law that went into effect on Tuesday, the sender of any commercial electronic message — emails, texts and potentially some social media postings — must first verify that they have the recipient’s consent. The regulator, the Canadian Radio-Television and Telecommunications Commission, also says the rules apply to senders in the United States or anywhere else who want to communicate virtually with Canadians.

Survey says referral marketing brings them in, email keeps them active

o6swjsUDigital ad spending is on the rise. The industry is headed for a $137 billion dollar payday, representing one quarter of all paid media spending worldwide. Gigaom says that’s up from last year and it should go up again in 2015, as 60% of the companies they surveyed said they were going to spend even more on digital marketing in the coming years.

Gigaom’s “Work horses and dark horses: digital tactics for customer acquisition” tells us that there are ten types of digital advertising that marketers use to acquire new customers, retain current customers, boost company awareness and push for conversions.

When asked which tactic was the most effective, across the board marketers said email. 56% (the highest percentage on the chart) said that it was the most effective tool for retention, way ahead of the next highest, social media with only 37%.

Email Marketing: Are you outperforming the competition? Silverpop has the answer

SilverpopI heard a blogger say that her Facebook page is tanking. Only 1,000 likes this week! I almost fell off my chair. A 1,000 likes? I’ll take that any day but compared to where she was a year ago, it’s dismal.

That’s the funny thing about numbers, they really only tell a story when you compare them to other numbers. For example, how’s your email open rate? Around 18%? That’s great if you’re in the travel industry but if you’re a non-profit you’re way off the median number for the industry.

Want to know where you stand? Silverpop just released their “2014 Email Marketing Metrics Benchmark Study” and it covers the basics – bounces, open rates, click-throughs and usubs.

Mobile purchases decline in Q1, is poor email formatting to blame?

yesmail benchmarkA newly published benchmark report from Yesmail shows a decline in mobile purchases in Q1 of 2014. Could be that we’re all just shopped out after the holiday season? Or are email formatting issues to blame?

Michael Fisher, president, Yes Lifecycle Marketing says;

 “More than half of all emails, 52 percent, are opened on a mobile device. Whether smartphone or tablet, consumers expect to be able to complete the path to purchase on the same device on which they opened the email.”

Yet, only 1% of marketers are using responsive email design for all of their emails.  Yesmail found that responsive design increases the click to open rate by 21%. That’s huge. Since tablet conversions increased, it’s got to be the size of the device that’s causing the overall 4% decline. I can read an email formatted for the desktop through my webmail tool on my iPad but on my iPhone, it’s a mess.

Multi-channel marketing leads to increased engagement for SMBs

main street - ericortner - rgbstckThere are more than 28 million small businesses in the US. They provide 55% of all jobs and 54% of US sales. Unfortunately, the failure rate in the first two years is between 50 and 70%. Some sources say it’s even higher. You have a better chance of watching your business fail than your marriage and the fact that that fact is scary says a lot about the world, doesn’t it?

Glass half full time – a record number of entrepreneurs are getting rich off their small business idea and that’s incentive enough to keep millions of people in the game.

A new survey from Constant Contact shows that the majority of small business owners are cautiously optimistic about not only their chances of survival, but of their growth potential.

Search still driving ecommerce, social and affiliate on the decline

Maybe it’s my naturally pessimistic state of mind, but when I see a comparison report, I’m more interested in what stopped working than what’s still working.

A good example is this chart from the Q1 2014 US ecommerce report from The Custora Pulse.

Cutora Pulse April 2014

Comparing 2013 to 2014, we see that search marketing is still going strong. Organic and paid combined are responsible for 44% of ecommerce orders. It worked last year and it still works today. Google is responsible for almost three-quarters of that traffic which is both good news and bad news. On the good side, you know where to go if you want results. On the downside, there’s only one place to go if you want results and that’s scary.