Marketing Pilgrim's "Email Marketing" Channel

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

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.

Read this before handing Google $1500 for Google Glass today

Google GlassToday is the day that Google allows anyone to purchase its wearable Google Glass tech. Based on the price tag and low specs (pardon the pun) I expect literally dozens of you to stampede the Google servers.

If you do plan to hand over $1500 for something that could lead to ridicule–and even a mugging–Reuters published a piece that has absolutely nothing to do with Google Glass, yet everything to do with Google Glass.

Google’s updated terms of service added a paragraph stating that “our automated systems analyze your content (including emails) to provide you personally relevant product features, such as customized search results, tailored advertising, and spam and malware detection. This analysis occurs as the content is sent, received, and when it is stored.

Want People to Open Your Emails? Put Their Name in the Subject Line

Chart 2 - Name in Subject LineBill. Susan. Listen to this. A new study by Retention Science shows a 2.6% increase in marketing email open rates when the person’s first name is in the subject line.

I think that’s both logical and weird. It’s logical because we’re drawn to our own name. It catches our eye when it’s included in a block of text. It’s weird because I think calling someone you don’t know by their first name is smarmy. Like when I’m at the bank and they end the transaction saying, “is there anything else I can do for you, Cynthia?” Am I the only one turned off by this?

Gmail Adds Easy Unsubscribe Button to the Top of Branded Emails

Almost all marketing emails (legit ones, anyway), come with a clear unsubscribe link in the footer. But Google says that’s not good enough. They’ve taken it upon themselves to save Gmail users from the rigorous action of having to scroll all the way to the bottom of an email by adding an unsubscribe link in the email header.

Here’s one from my Gmail box.

unsub button

There it is, right after the return address for the sender – a simple, underlined Unsubscribe. But that’s not all.

When you click a traditional unsub button, you’re transported to another page where you might have to confirm your email address or which services you want to stop. Many will also ask you why you’re unsubscribing (I dislike those) and some actual get angry with you for leaving. (Seriously, if you have one of those screens, it’s not funny. Stop it.)