dotMailer’s annual email marketing benchmark study released recently “Hitting the Mark” reveals that, despite ticking the boxes when it comes to the basics of email marketing, top UK retailers are still failing to get the best results from email by neglecting advanced techniques like social media bookmarking links, personalisation and post-sales marketing.
bit.ly have been on SpamHaus’s radar for quite a while. They’re listed on the SBL multiple times. They’re listed in the DBL – SpamHaus’s newish domain based blacklist, intended for content-based filtering of email. All this means that emails that contain bit.ly URLs are increasingly likely to have serious delivery problems.
You have an asset: an email address! How do you account for this asset? Is it a cost-saving proxy? Do you see it only as a channel proxy? But what does each individual email address mean to the value of a customer record?
The graphs shows that subject lines that include a name have open rates about 4.7% over the average.
Does that mean you should go ahead and start including your recipient's name in your subject lines? Maybe.
Just make sure to test this with your audience to see if it has a positive effect. I remember us testing this when I was still running eBay's email campaigns and we found that in some countries it increased our open rates, while in other countries it decreased open rates. So test, test, and retest. If you see that it has a positive effect on open rates, then roll out with it and retest regularly.
The biggest positive impact on open rates comes clearly from making your subject lines timely and relevant to your recipients.
According to Copyblogger, ask yourself, "What's first, last, and unusual in my copy?" The first is always the headline. The unusual is the story or example that helps to differentiate your offer. The last…well, the last is a P.S., the final thought. Here are six awesome ways your can use the P.S. to enhance your email marketing efforts.
thought some of you would find this useful: This guide aims to help anyone involved in briefing any type of communications agency on how to do it better. It explains the principles of any good brief, the reasons why a written brief is important but not sufficient, the role of the briefing meeting, and provides guidance on written briefing forms.
A common challenge for us is to determine what specific messages will resonate with the various segments of our audience throughout the customer lifecycle. What should we be saying to smaller groups of customers based on their interests, individual needs, and history with your brand? If we seek to evade the “one message fits all” approach (as most marketers probably should), how can we ensure that every touchpoint with each customer conveys relevance and builds a solid relationship? The following infographic attempts to solve that quandary specifically for email marketers.