Marketing Pilgrim's "Email Marketing" Channel

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

New Gmail Inbox Puts Your Marketing Emails in Their Place

When I logged on to Gmail this morning, I was greeted with an overlay saying that Google had updated the service to make it easier for me to use. Wasn’t that nice of them? What they did was organize all of my email into tabs so I can find what I want faster. Not bad.

Here’s what it looks like:

new inbox

 

From the consumer point of view, this is pretty slick especially since I only use my Gmail account as a catch-all. I usually only hit it when I’m looking for something specific, like the tracking number on the DVD I just bought. Now I can go in and find it fast. That email should be under the “Updates” tab.

Marketers See Big Data Analysis As Critical Skill for Success

As marketers there is too much to keep up with for one person. Online, offline, traditional, digital, social, search, the list can go on and on.

However, a recent study from The Economist Intelligence Unit (which was sponsored by Lyris and repackaged in the chart below by Marketing Charts) makes it clear that big data is a top priority amongst all the things a marketer could know. Of course, just acquiring big data means nothing. It’s the ability to utilize data analysis skills to extract predictive findings that is at the top of marketers’ list of skills they feel are critical.

LyrisEIU-Necessary-Skills-Successful-Marketer-Today-June2013

What might surprise some, especially those who are in the ‘latest and greatest done by the cool kids’ school of marketing which assumes social media skills is on the top of every marketers’ wish list’ camp, is that there is real desire to fully understand e-mail best practices.

Why Aren’t Small Business Owners Taking Advantage of Online Marketing?

469994_antique_storeAs I travel around the web each day, I see a variety of ads. Many of them are banner ads reminding me of the effectiveness of cookie based technology. (Hey, look at that ad for Old Navy, I was just on their site this morning. What a coincidence.) Then there are the Facebook ads which I hardly notice and when I do, I find them irrelevant. Also the search results I see in Google (now that’s effective advertising) and the emails and social media updates I get from companies I follow.

That’s a lot of advertising and some of it is working because I’ve been known to click and buy things. But when I think about it, I realize that almost all of the ads I see in a day are for big companies and brand names. The last time I saw an ad for a local store it came out of a Val-Pak envelope.

A Poor Mobile Email Experience Leads 30 Percent of Consumers to Unsubscribe

More people are picking up their mobile phones and tablets to check their email inbox and that could be either good news or bad news for marketers.

On the upside, it means people are getting the message throughout the day. They can pick up their email while they’re out having lunch or waiting in line at the bank. The downside is that they have little patience for emails that don’t display properly on a mobile screen.

bh-consumer_survey-graph_1_(3)

 

According to a new report from BlueHornet, a poorly displayed email would send 30.2% rushing to click the unsubscribe button. This is up from 18% last year which goes to show that are patience is waning. A year ago, mobile email wasn’t that common, so it was easy to forgive a company for not getting on board. Now, though, there’s no excuse for a poorly executed email.

Google Reader Goes Away But Email Is Here To Stay (We Hope!)

emailBy now you have heard that Google Reader will be retired on July 1, 2013.

This may be a great time to get back to the basics. We agree with many of the experts in the space, like the folks at Copyblogger and Chris Brogan in that this is not the end of the world, just an inconvenience. It’s time to get resourceful.

So what’s the solution? If you are using Google Reader to get your Marketing Pilgrim news and information you can do one of two things.

  1. Sign up for our Marketing Pilgrim email updates
  2. Switch RSS readers
  3. (this list from Econsultancy is pretty comprehensive)

We don’t like that Google reader is going away either but you can be sure that we are staying put. So find another way to stay on top of the latest industry news and get a little opinion smattered throughout.

Enamored With Social Media Marketing? Don’t Forget Search and Email

Social media marketing is top of mind with everyone today and for good reason. It’s new(ish) and it’s exciting. It’s also the hip and ‘in thing’ to be associated with if you are a marketer.

The question to ask yourself though is this, “Is my concentration on social media marketing taking my efforts away from places that, while much less sexy, have the majority of Internet users using them?”

Sadly, if many marketers are being honest, the answer would be yes. Money is being redistributed within online budgets to pay for social media ads because the big players like Facebook and Twitter are pushing it hard. Why? They need revenue and lots of it. At what price? Just look at the impact changes at Facebook regarding advertising have had on engagement for one New York Times writer.

So what might marketers be overlooking in this rush to be all things social? Good old search and email marketing. These numbers from eMarketer around the adoption rate of both are hard to ignore.

FOR EMAIL

US Email Users 2012 to 2017

FOR SEARCH

US Search Engine Users 2012 to 2017

New ExactTarget Report Reminds Marketers, You Are Not Average

SFF20-coverI often forget that I know things the average person doesn’t. I don’t mean that to sound snobby. What I mean is that when you spend your whole day navigating the internet, posting to blogs and social media, and responding to email, you forget that some people don’t go on the internet at all. (Horrors!)

ExactTarget just released a fascinating new chapter in their Subscribers, Fans and Followers series. It’s called “Marketers From Mars.” And before they got me with the research, they hooked me with the wonderful, 1950′s space race graphics that they used throughout the pages.

The report contends that the modern marketer is like the space explorers of the past. We’re left our connected world behind in favor of technologically advanced devices and web tools. We’re Tweeting and Instagramming photos while much of the world is still talking on the phone and sifting through old snapshots they had processed at the Fotomat ten years ago.