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Dave Hendricks posted an interesting article on ClickZ titled "Owned Data, Paid Succes", in which he talks about the risks associated with using data gathering via social sign-in on your website.
From the article:
Bringing owned data into paid media channels - sometimes referred to as data-onboarding - will revolutionize marketing like nothing seen before the invention of the Internet. But if you do not have rights to use "your" data in third-party channels, you are going to miss out on a big piece of the next big thing in interactive marketing: CRM retargeting.
You might ask, "How is my file not my owned data? I can email it. I can drop cookies on it and retarget it. I can even send terrestrial mail to it. That sounds like it's mine."
The data you collect via social signup is yours...to some extent.
Gmail is making email marketers sweat again. In the last 12 months alone, the introduction of Tabs caused all-out panic, image caching recalibrated open rate baselines, and grid view caused rendering concerns. Now Gmail is following up with a partial rollout in March of a highly visible native unsubscribe link with a wider rollout, which they announced yesterday.
Now any sender that includes the list-unsubscribe header in their emails will have Gmail’s native unsubscribe link show up next to their sender name when an email is opened, whereas previously the only senders who were able to benefit from this offering were those with stellar reputations—which were the ones who needed it the least.
In this article, Chad White looks at the pros and cons of this new functionality and how best to use it.
A couple of articles I enjoyed reading recently:
- Email Benchmarks: Highest Open Rate in Years – Again!
- 39 Resources for Understanding the Science & Psychology Behind Great Marketing
- Email as a discovery tool? Try it, you'll like it!
- Landing Page Strategies that Serve Up Delicious Results
- What is marketing automation and why do you need it?
- Inactive Email Addresses: To Mail, Not to Mail…or Something Else?
- What is DMARC and How Will it Affect Your Email Delivery?
- Yahoo! Mail bounces itself, or why using a webmail address is a bad idea
- Insights from MailChimp’s Send Time Optimization System
- How to avoid Gmail clipping your emails
- When, where & how are Internet users interacting with their inboxes? (infographic)
- A Guide to Bulletproof buttons in Email Design
- 6 Gmail Changes Every Email Marketer Should Know
- Past the Pop-Up: 10 Email Marketing Tactics You've Never Tried
- How to Inspire Email Opt-ins in 5 Seconds or Less
I got an email from the folks over at Moosend this morning with some interesting and fun email marketing stats they pulled from their system and I thought you might find them interesting as well :-)
Yesterday I did a presentation on Data, Insights & Automation - the Holy Trinity of Effective Online Communications at the Conversion Day conference in Brussels. You can view a short snapshot of the presentation below.
Next Tuesday (May 13, 2014) I'm doing a much broader presentation on the same topic at the Email Expo in Frankfurt. It promises to be a great conference with top-notch speakers, so don't miss it!
I'm driving to Frankfurt on Tuesday morning, so if you want to join me, let me know!
Here's some recommended reading for you:
- Personalisation: where to start and what's to come
- Email segmentation and targeting options
- Call-to-Action Button Copy: How to reduce clickthrough rate by 26%
- 5 Examples of Using Special Characters from 100 Inspiring Subject Lines
- What I’ve Learned from 100 Responsive Emails
- Email Design Toolkit
- How to use video in email marketing in 2014
- All You Need To Know About Gmail’s Feedback Loop Offering
- Gmail's Unsubscribe Function: What You Need to Know
- Tactics To Reduce Email Address Churn
I remember we were discussing bringing the Email Insider Summit over to Europe already 5 years ago and now it's finally happening! I'm so excited!!
As usual, the Email Insider Summit has a VIP program and they've asked me to be the EU contact person for this.
Insider Summits are complimentary to Brand Marketers who meet our requirements.
Do you qualify as a VIP for this event?
To qualify, you must:
- Control the Email strategy and budget at your company
- Currently work at a well-known consumer brand
- Serve as Senior Level Management or above
- Agree to attend all sessions and all 3 days of the Summit
Complimentary Brand Marketer pass includes:
- Summit registration ($2995 value)
- Accommodations at the Resort for three nights
- No Charge Activities
- Meals, drinks and functions over three days
So if you (think) you qualify for the VIP program, shoot me an email.
Here's a great 2-minute video that explains the anatomy of the perfect email design by the folks at Lyris.
Have you seen (or created) other short educational videos on email marketing? Send me the link and I'll feature them on this blog.
In Econsultancy's latest Email Marketing Census marketers claim that Email Marketing delivers the best return on investment.
For the past 8 years Email Marketing has consistantly been cited by marketers as having delivered the highest or second highest ROI compared to other channels such as PPC, Search, Direct Marketing, Social Media, Content Marketing and Mobile Marketing.
And when asked the same question, the agencies have reported an even better return on investment as shown below.
What continually astounds me every time I see results such as this, is just how little marketers are utilising the strengths of this channel - yet despite this, Email Marketing is still coming on top for ROI.
This begs the question; what if we were to begin to really maximise the strengths of email marketing - or even performed the most basic processes to ensure maximum results from this channel?
To me, this is what makes email marketing very exciting. As marketers we're not yet leveraging all that the email channel has to offer, yet it's delivering the highest ROI - and even that isn't acounting for all the results it delivers. It also delivers results that aren't attributed to it. It drives traffic to other channels including offline and in-store and is one of the main drivers of traffic to a website.
As you can see in the below chart, some of the key processes or factors of an email campaign are getting very little attention - especially when compared to a typical campaign in other channels. 29% of marketers aren't optimising their campaigns and the shocking thing to note (as seen in the report) is that his hasn't really changed from the results of the 2008 census.