Mobile devices are complicating our usual understanding of email metrics. Just as marketers newer to email have grasped the nuances of deliverability, inbox placement, the differences between click-through and click-to-open rates and unique versus gross clicks and opens, along comes mobile with its own measurement challenges.
I've been working in email marketing for over 16 years now, with a heavy focus on deliverability for the last 13 of these. Over this time, I've seen the anti-spam techniques used by mailbox providers change dramatically -- along with the tools available to email marketers. However, getting mail in the inbox is still a problem. Why is that?
As an industry, we tend to think of email and mobile as viewing email on a mobile phone - but when I ask how your email program is affected by your app or mobile Web strategy, I get blank stares. How many of you email marketers actually have an impact on what happens on your mobile Web site, or mobile in-app experience?
Within organizations, the email marketer is often considered just an an order taker -- a means to deliver a message that others have already put together. This can cause dissatisfaction and burnout among email marketers. How can email marketers elevate their perceived role within the marketing roster to get ahead and potentially move to a leadership role? Here are four approaches that have worked for me -- and that, if used collectively, should help ensure you are seen as more than just a tactical doer.
We don't all have audiences in the millions, or even thousands. Some brands have really tiny audiences, and no plans to make them bigger - ever. Maybe you're marketing to business owners who need special gear for some of their workers, or to health-care professionals who treat a specific rare disease, or to people who have reservations on a commercial space flight. No matter how you have defined your audience for your brand, you think you need an email strategy. Here are some questions to answer when creating an email strategy for tiny audiences:
Could your email marketing program use a little chaos, disruption and messiness? On a recent flight home from London, I watched economist Tom Harford's TEDTalk presentation, "How frustration can make us more creative," in which he shows how inserting messiness and disruption into the creative process will usually produce a better result. Naturally, it got me thinking about how to apply his concepts to email marketing.
Anyone who has spent time in direct marketing for a brand knows there is no such thing as incremental budget. It's a world of trade-offs - or, as a mentor of mine would always say, "What do we not do to make this happen?"
If you're a retail email marketer today, you undoubtedly understand what's happening in the space. It's getting more difficult and costly to acquire customers, and even harder to retain them through repeat purchases. Here are three threatening trends in retail today that should compel you to be more consumer-first in your email marketing efforts and grow your brand's customer lifetime value.
For years, catalogers and other "traditional" direct marketers have shared customer-level information to drive better ROI from their marketing investments. This sharing has largely been performed through several large cooperatives. Most major postal-direct marketers are a part of these cooperatives, because the gains from joining a cooperative are so large. There are similar gains available to email marketers if they share subscriber-level data with other marketers. Marketers have a wealth of data that-if shared-can drive better email programs for consumers.
Finding the right email frequency is one of the many issues that email marketers have to figure out in order to have a successful email program. What happens when they change their email cadence, such as emailing on more days of the week or emailing more than once a day at different times of the year?