What’s the Ideal Click-Through Rate?

What’s the Ideal Click-Through Rate?

It’s one of the most frequently searched topics in email marketing: What should our CTR be? You’ll read general industry standards that vary by a few percentage points, but it’s tough to find a single definitive answer. There’s a reason for that – there isn’t a one-size-fits-all email CTR that all campaigns should reach. For one thing, audiences differ. For another, not every email serves the same purpose within a greater lead generation strategy. Continue reading

Streamlining Your Email Marketing Strategy

Streamlining Your Email Marketing Strategy

It’s hard to overstate the importance of a great email program to successful digital marketing. With it, you’re able to generate new leads, gather information about your audience, deliver relevant content, spur sales with special offers, and reward customer loyalty, to name just a few of email’s benefits. It’s that very flexibility that sometimes makes it a challenge for marketers to manage. How do you maintain clean data? How do you customize emails for different marketing segments? How do you execute A/B split testing, and how quickly do you get your results? Continue reading

5 Major Email Marketing Trends (Plus 2 Fads to Skip)

5 Major Email Marketing Trends (Plus 2 Fads to Skip)

Email marketers are always on trend-watch. In a field as prone to change and innovation as theirs, it’s no wonder. Most of the time, diligence pays off, and students of the marketing game succeed as early adopters. Occasionally, though, a promising new development turns out to be a dead end. Here are some of the bona fide trends we’ve seen for 2016 as well as a couple of common tactics that should make you wary. Continue reading

Email Marketing’s Future: Predictions for 2021 and Beyond

Email Marketing’s Future: Predictions for 2021 and Beyond

To marketers not that long ago, email itself would seem like science fiction. Even early email marketing methods were vastly less sophisticated than what’s available today. What’s next for one of marketing’s most cost-effective and reliable channels? No one can predict the future with total accuracy, but nascent trends in email marketing give us some indication about where it’s going. Here’s a look at how you might be using email five years from now. Continue reading

Why Email Marketing’s Still Big in 2016

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Email has been around for about as long as disco. Unlike disco, it’s still fresh and vital, an essential component of business and personal communication. While you might read the occasional article about the death of email or about moving on from email marketing, the numbers don’t lie: Email is more important than ever to business, and that’s especially true in B2B marketing. Research from eMarketer shows that nearly 70 percent of professionals they polled cited email as their preferred form of communication. When 7 out of 10 people in their audience tell marketers how they want to hear from them, smart marketers listen. Continue reading

Cleaner Data, High Deliverability Priorities for Email Marketers in 2016

Cleaner Data, High Deliverability Priorities for Email Marketers in 2016

Data governance and housekeeping aren’t the sexiest subjects in email marketing, but they’re two of the most important. Undeliverable email messages aren’t just a lost opportunity; they’re an added expense. Email delivery rates fell 11 percent in 2015, according to a report from Return Path (PDF) from last summer. That’s an alarming drop to any organization that’s still trying to piece together its email marketing solutions from do-it-yourself service providers. The good news is that the decrease isn’t uniform; businesses that practice good data hygiene are surging into the space left by all those undelivered messages. Continue reading

Get Read Right Now with Effective Email Marketing Tips

Get Read Right Now with Effective Email Marketing Tips

You’ve probably done it yourself, possibly even this morning: You open your in-box, scroll through the dozens of emails waiting for you, mentally assign each of them a priority, and save a stack for later. For email marketers, that isn’t great news; time and time again, response rates show that when it comes to reading emails, “later” is too late. Much of the time, people who delay opening email marketing messages instead of reading them immediately don’t open them at all. When they do, they don’t devote as much time to emails they’ve already relegated to a lower level of priority. Continue reading

Tips for Inspired Email Testing

Tips for Inspired Email Testing

Testing is a crucial element of any email marketing strategy, but how do you decide what to test? Instead of seeing testing as a matter of switching out one gear for another in an otherwise well-oiled t’s helpful to look at how these elements to test fit within a larger framework. Seeing the big picture gives you an inspired take on your email marketing. Here are some tips to get you started. Continue reading

4 Email Marketing Trends for 2016

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As digital channels go, email is a venerable one. For years, it’s been a reliable, efficient means for marketers to connect with their audience. That doesn’t mean email marketing has grown stagnant, though – quite the opposite. Email’s longevity is due in part to its adaptability, and this year’s trends show that flexibility will be important to a successful 2016 too. Continue reading

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