Email Marketing NewsMonday, May 12, 2008Seven tips for interpreting your email marketing reports (see linked article)The open rate this week was 31%. Last week it was 28%. [Long pause] Um...OK. [Silence] Campaign reports are like exhibits in a Museum of Modern Art. We're pretty certain they're valuable, but we're not quite sure what they're trying to say. Is there some deep meaning in there about the nature of our subject lines? Or is it just random numbers? Here some tips to help you get your head around those report metrics. Posted By: Steve White permalinkGet out of the numbers rut (see linked article)Do you evaluate your email campaigns based on the numbers available to you? Or do you decide what you want to evaluate and look for numbers that will support that process? Think about it. The two are not the same. When 95% of us login to our service or software's reporting interface, the only "big" numbers we see are: Posted By: Steve White permalink5 Smart Marketing Lessons Learned From Email (see linked article)Although I've spent most of my career working in email marketing, my current position is a broader communications role (email still plays a part) I also spend a lot of time on the social media bandwagon--current obsession is Twitter, of course! However, no matter what I'm doing, I'm finding what I've learned about email works in almost any marketing/communications situation. Here are five email takeaways that can make you a better marketer overall: Posted By: Steve White permalinkRevised: MAAWG Best Practices for Volume Senders (see linked article)Announced today the MAAWG Senders Best Practices Document (Version 2.0 - pfd) has been officially released. Updates to the documentation include: Posted By: Steve White permalinkHow To Determine Your Optimal Frequency (see linked article)Listrak has put together a white paper that explains what you can do to determine your optimal frequency using relevancy tactics, such as metrics and analytics, as well as advanced features like dynamic profiling and dynamic content. Download it here. Posted By: Steve White permalinkGet your readers to take action (see linked article)Want to get your readers to take action when they receive your emails? What you write will make all the difference. Here are a few things to keep in mind when writing a brief, but powerful, call-to-action (CTA). Posted By: Steve White permalinkHow to Build a Test Plan to Improve Your Email Program's Effectiveness (see linked article)Here's an exerpt from SubscriberMail's CEO Jordan Ayan's book "The Practical Guide to E-mail Marketing" on email testing. Use this checklist next time you go into a meeting to discuss how to improve your e-mail marketing performance. Posted By: Steve White permalinkCalculating Statistical Relevance of Your A/B Tests (see linked article)For those who lack access to a statistical software solution that will also interpret the results, A/B testing is challenging at best. Testing for statistical significance is important, but just as critical is an understanding of your tests' validity and how to use the results to improve future campaigns. To answer these needs, Bulldog Solutions offers two Excel-based A/B calculators. You can view a demo or download these calculators here. Posted By: Steve White permalinkKey Email Trends According to Bill McCloskey (see linked article)E-mail marketing veteran Bill McCloskey has been watching e-mail trends from an interesting vantage point these days as founder and chairman of Email Data Source. The New York-based company developed a competitive intelligence tool that monitors e-mail marketing campaigns so clients can keep track of their competitors or see how much traffic their own branding is generating. The company has a database of 8 million e-mail campaigns dating back to 2003 and collects 1 million new messages every month. EMI recently spoke to McCloskey about key industry trends. Among them, he pointed out: Posted By: Steve White permalinkSender-Line Branding Tactics In Retail Emails (see linked article)The Email Experience Council recently posed a Two-Click Survey question on its homepage about whether the sender name or subject line was more important to generating opens. By a healthy 55-to-45 margin, respondents said that the sender name was more important, that the reputation of the sender is key. To gain a better understanding of the range of branding tactics used in sender lines, I examined both the sender names and addresses used in the promotional emails of 111 of the online retailers that I track via RetailEmail.Blogspot. Here’s what I found: Posted By: Steve White permalink |
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