Marketing Pilgrim's "Email Marketing" Channel

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

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.)

In Q4, 55 Percent of All Email Opens Happened on a Mobile Device

In Q4, 55% of all email opens happened on a mobile device. I’m repeating this title phrase because I know that many of you have never viewed your own customer email blasts on a mobile device – let alone multiple devices. I know this, because if you did, you wouldn’t be sending out the wonky emails that I see every time I try to read my email on my iPad.

It’s better – for sure and I’m bolstered by that fact. But the reality is that the number of mobile email readers is increasing and with that, the number of mobile initiated sales.

Study Says a Personalized Subject Line is the Key to Email Success

Terrific copy, images and deals don’t mean a thing if your customer doesn’t open the email in the first place. Maybe that’s why marketers said that the subject line had the greatest impact when they ran email marketing tests.

Experian Email Marketing TestsAccording to Experian’s 2013 Email Market Study, personalizing that subject line is the real key.

For example, emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails (19.4 percent with personalization compared to 15.4 percent without). The lift from personalization, however, varies by industry. Personalized subject lines have provided the biggest boost in unique open rates for travel companies (unique open rates of 28.5 percent with personalization compared to 17.3 percent without).

SMBs Say They’ll Spend More Money on Direct Mail and Banner Ads in 2014

SBMF-2014-InfographicSmall business owners don’t have a lot of wiggle-room in their budgets so how they spend their marketing dollars every year is a big decision. A misstep here could lead to red ink by Christmas but the right move could result in raises for everyone.

Marketing forecaster Ad-ology surveyed more than 1,000 small business owners and marketing decision makers to see how they planned to allocate their budgets in 2014. The answers might surprise you. They sure surprised me.

The infographic you see here is an overview of predicted spending. It’s a little small, so I’m going to pull out a few sections for a closer look. You’ll find a readable copy of the graphic here.

Google Adds Ability to Gmail Your Google+ Connections Without Their Email Address

connections1Sometimes I think we have too many ways to communicate these days. Email, chat, direct messages through social media, @messages, tagging, text, phone. . . so many ways to connect and still we have trouble getting through. That’s a different post.

This post is about a new Gmail feature that lets you send an email to your Google+ connections even if you don’t have their email address. People are upset and they’re tossing that “P” word around like it’s an inalienable right or something. But let’s think this through before we get out the pitchforks.