Search Results: 78
By: MarketingSherpa SUMMARY: Email is the most effective strategy used by marketers, but some errors are all too common and could be dragging down your clickthrough rates. A recent MarketingSherpa webinar sponsored by Lyris, “How Overcoming 3 Common Errors Increased Clickthrough Rate by 104%,” lays out actionable ideas for correcting common mistakes and increasing email clickthrough rates. by... [Read more]
By: MarketingSherpa SUMMARY: The newsletter is where two of the most valuable marketing tools come together: email and content. It is a prime opportunity to not only recognize the power shift from marketer to consumer, but also embrace and optimize for it. Newsletters are an important, but often neglected strategy, with 46% of marketers reporting their email newsletter as staying the course, and 11%... [Read more]
By: MarketingSherpa SUMMARY: Email without content to share with a database of potential customers is just technology, not marketing. In fact, Chris Baggott, Chairman, Compendium, and co-founder, ExactTarget, sees email marketing as a three-legged stool comprised of technology, data and content. This article offers six tactics from Baggott. Read on for tips on content marketing and how it intersects... [Read more]
By: MarketingSherpa There are times when one marketing tactic seems to totally dominate the discussion. In recent years, social media has been in that mix, and mobile and its various form factors and latest upgrade release dates are pretty top of mind for plugged-in marketers. These days, the one tactic I hear about most often when speaking with brand-side practitioners and vendors/agencies/consultants... [Read more]
By: MarketingSherpa by Brad Bortone, Senior Research Editor, and Stonie Clark, Research Associate In a recent webinar, “How to Improve the Value of Your Email List” (sponsored by Bronto Software), W. Jeffrey Rice, Senior Research Analyst, MECLABS, discussed how marketers are constantly trying to improve the performance of their email lists, while simultaneously doing so with fewer resources... [Read more]
By: MarketingSherpa SUMMARY: Every email marketer wants to increase relevance, whether through timing, content or segmentation. The e-commerce marketers in this article push for one-to-one relevance. They send personalized content to individual subscribers and get great results. We describe three tactics that increased revenue by more than 10% across the company’s campaigns. You’ll see how the... [Read more]
By: MarketingSherpa SUMMARY: One way to improve relevance with your email database is to offer dynamic content based on behavioral segmentation. Track what your audience is interested in, and provide the content they want to see. Read how Hewlett-Packard is targeting two percent of its email database to drive higher engagement and generate 300% higher open rates and 600% higher clickthrough. See... [Read more]
By: MarketingSherpa CHALLENGE StudentBeans.com needed more revenue from its email program. The company is an online portal for university students in the United Kingdom, and features a variety of offers and content on its website. The company’s offers are featured on behalf of other brands, making affiliate commissions a key revenue channel. One of the most powerful ways the team has to promote... [Read more]
By: MarketingSherpa Email marketers have heard mobile is “just around the corner” for years. That prediction finally came true for Medscape, an online resource for physicians and other health professionals. Medscape offers free email newsletters on more than 30 topics. The company earns revenue through advertising and sends about 1 billion emails each year. Its newsletters reach more than... [Read more]
By: MarketingSherpa SUMMARY: Over time, sending general emails to an entire database can erode results. However, many marketers continue to do this, because they’re unsure of how to move beyond “batch and blast” practices to a more targeted approach. Yet, this change can be easier than you might expect. See how a marketing team from one e-commerce company selected a high-value segment,... [Read more]
By: MarketingSherpa Emails can include a variety of content. We can make them beautiful with images, animations, dynamic copy and buttons. But beauty is only skin deep. We need results. “Email design is about clear communication,” says Kristina Huffman, Senior Design Consultant, ExactTarget. “It is not just about making things pretty. It is about getting your message through in the... [Read more]
By: MarketingSherpa A successful email campaign is not the result of a single tactic or dumb luck. There are dozens of factors — everything from your list, to your timing. Knowing which factors matter most can greatly improve your “luck.” Three factors are critical to successful email campaigns, says John Murphy, President, ReachMail: Factor #1. Offer Factor #2. Audience Factor #3. Design Murphy... [Read more]
By: MarketingSherpa SUMMARY: One way to improve relevance with your email database is to offer dynamic content based on behavioral segmentation. Track what your audience is interested in, and provide the content they want to see. Read how Hewlett-Packard is targeting two percent of its email database to drive higher engagement and generate 300% higher open rates and 600% higher clickthrough. CHALLENGE Hewlett-Packard... [Read more]
By: MarketingSherpa Growing your email list has benefits beyond the obvious increase in size. For example, new subscribers are often more active than older ones. They just signed up for your emails and want to click and open them. For this reason (and many others) you should always strive to grow your email list. Doing so will help keep your engagement numbers healthy and ensure your brand is connecting... [Read more]
By: MarketingSherpa Looking over the dozens of case studies and how-to articles we published in our Email Marketing newsletter this year, many of the most popular focused on improving more than just response. Many teams also improved efficiency. “Value” was the name of the game this year, and email marketers worked day and night to prove their programs were ROI powerhouses. Whether you’re... [Read more]
By: MarketingSherpa s a native New Englander, I’m accustomed to swings in climate conditions. However, this past month’s weather pattern offered something different. More than 16 inches of snow fell in late October, causing my children to trick or treat in their snow boots. A week later, the temperature reached the low 70s, as if Mother Nature gave homeowners one last chance to clean up their... [Read more]
By: MarketingSherpa At B2B Summit in Boston, I was having dinner with MarketingSherpa Research Analyst Jeff Rice, and I asked him, “What question did you receive most often on the LEAPS Certification Email Workshop tour?” I was expecting it would be about relevance or deliverability, list building or list segmentation. What he said really caught me off guard. … “Our biggest question is from... [Read more]
By: MarketingSherpa You have likely experimented with social sharing buttons in your emails. You know, they’re the buttons readers click to share your emails on Facebook, Twitter or another social network. And how’s that working for you? All kidding aside, many email marketers struggle to get the audience to use these buttons. As you can see in the chart below from the MarketingSherpa 2011... [Read more]
By: MarketingSherpa Whether you’re an experienced marketer or just getting started, chances are that you’ve probably heard the phrase “Content is King” more than a few times. And for good reason, engaging content plays a vital role in driving site traffic, creating buzz online and improving search engine rankings. However, I would add that people aren’t just looking for content, they’re... [Read more]
Warning: Division by zero in /home/theemail/public_html/wp-content/themes/theemailguide/functions.php on line 431
By: MarketingSherpa SUMMARY: Your audience is not a single group. There are many categories within your database, and until you identify them, you cannot send targeted content to improve results. Check out the six steps we outline to start segmenting. The tactics are pulled from interviews with four experts as well as two MarketingSherpa research charts. There’s advice on everything from convincing... [Read more]
