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Spam Or Not: Relevancy And Trust Hold The Key

A recent independent survey of consumers has found that two-thirds of people read the marketing e-mails they receive.

When savvy consumers today look at their mailbox, they can quickly determine what is spam and what is not. Over time, consumers have seemingly developed an internal filter to censor which marketing dialogue is important enough to open, and which messaging is not.

The survey reconfirmed that creating a trusting relationship with customers is a critical aspect of a successful email marketing campaign. Sixty-six percent of the people surveyed wanted marketing emails that are personalized to their interests. Seventy-seven percent are opening marketing emails from sources they know and trust.

Read more here.

Source: DMNews

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Email Marketers Must Get Relevant

The majority of email marketers are failing to use email as a relevant marketing tool, at the same time that consumers are spending less time and attention on email, according to Jupiter Research VP and research director David Daniels. The majority of marketers still use only basic personalization in email campaigns, despite the fact relevant messages can lead to almost as many sales as free or discounted shipping offers.

Some statistics:

  • Untargeted broadcast e-mails, with no personalization or segmentation, have an average open rate of 20 percent, average click-through rate of 9.5 percent, and average conversion rate of 1.1 percent.

  • Campaigns triggered from user actions, such as shopping cart abandonment, have a 27 percent average open rate, 9.3 percent average click-through rate, and 2.3 percent average conversion rate.

  • Lifecycle messaging campaigns, such as product replenishment messages, have an average open rate of 26 percent, average click-through rate of 14 percent, and average conversion rate of 2.8 percent.

  • Campaigns that integrate Web site clickstream data for targeting perform best of all, with a 33 percent average open rate, 14 percent average click-through rate, and 3.9 percent average conversion rate.

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