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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).

The Tablet Experience: Survey Says More Desktop, Less Smartphone

usablenet tablet browsingI’m going to say this one more time: a tablet is NOT an overgrown smartphone. An iPhone app with a 2X option is not the answer. A mobile site that expands to fill the bigger screen is not the answer. As a matter of fact, a survey from Usablenet says that thinking Smartphone –> Tablet is just wrong, wrong, wrong. The people they surveyed said online sellers and content providers would be better off going from Desktop —> Tablet, creating a similar or identical experience on both devices.

When asked what matters most, a combined 60% of respondents wanted their tablet experience to be the same or nearly the same as their desktop experience.

Facebook is the Most Visited Social Network; Twitter and Google+ Tied for 3rd

Forrester surveyed 60,000+ US adults to find out which social networks are popular with different generations.

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The follow up question should be, “Which of the following websites do you intentionally visit at least monthly?” I’m looking at you, Google+!

Pop the Champagne! Display Ads up 32%, Paid Search 37%. Bing? Not So Much

We have a couple of reports that tell us that internet advertising grew quite nicely in 2013.

First up, Techcrunch has details from a new Nielsen report showing display advertising spend is up 32%!

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Up next, The Search Agency would like you to know that the amount spent on paid search grew by over 37%!

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It wasn’t all good news, with Bing seeing a significant drop in impressions served: a 7% drop YoY and 29% from the previous quarter…

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So pop the champagne….except for you Bing. You need to go to the back of the room and think about what you’ve done.

 

82% of Companies Ignore Branding Goals When Interacting With Customers

Here’s something that will make you step back and look at your own branding and customer experience strategies. Only 18% of companies provide a customer experience based on their branding strategies. In other words, if a company runs a major ad campaign boasting a personal frustration free experience, it’s unlikely that its customer support and sales staff are taking a blind bit of notice.

Forrester Research

This all goes back to being congruent in your marketing. As I’ve said before, the experience you provide customers must be congruent across all of your different marketing channels: TV, radio, print, search, social etc. It’s not enough to just make sure you appear to be congruent, you have to make sure that every employee is on the same page. If you claim to “try harder” then you’d better walk the walk!

Survey Shows 48 Percent Increase in Use of Retail-Branded Shopping Apps

baynote branded appsIn the kitchen, I try not to buy tools that only have one purpose but on my iPhone, it’s a different story. I’ve tried those multi-brand shopping apps that offer me deals and points for checkins. But when it comes to deals from the three places I shop the most, it’s a dedicated app for me. And a lot of others.

According to the 4th Annual Holiday Online Shopping Survey from Baynote, retail-branded app usage is up 48% over the 2012 holiday season.

They surveyed 1,000 online holiday shoppers and 34% said they had made a purchase on a retail-branded app.

Deal Seeker Study Says Too Many Discounts Can Be Bad for Business

mVHGkx8“Would you like 20% off your order today?”

“No, thank you. I’d rather pay full price.”

Sounds silly when you say it that way, but as Experian points out in their new study, a good deal can sometimes be a bad thing.

There are two major issues – first is the perpetual deal. Deal days like Black Friday aren’t special anymore, which leaves consumers worried that tomorrow’s deal might be better than today’s deal, so they hold off buying.

Then there’s the point of sale deal – “these are buy one, get one 50% off. Do you want to go back and get another?” Sure I do, but I was ready to check out and go and now I have to get out of line and start over because I feel stupid leaving a deal on the table. Thanks retailer – your deal just made me feel bad.