Now that you are investing in email marketing and an emarketing strategy, how do you continue to get the best out of it?
Just turning up the volume is causing many subscribers to tune out. Whereas, companies that have campaigns that are targeted and personalized are finding their ROI is excellent.
How do you get there? Answer - segmentation and content that creatively utilizes it. Take a look at these numbers on the success of companies doing just that.
The Email Marketing Industry Census 2012, newly-released by eConsultancy and Adestra, finds that companies that carry out basic segmentation and testing are far more likely to be getting a high level of return on investment from their email marketing campaigns. 81% of companies who do regular testing for email marketing say their ROI from email is "excellent" or "good", compared to 72% for those who do "occasional" testing, 65% for those who do "infrequent" testing and only 37% for those who "don't test". However, the kicker is—so few companies actually do testing.
According to the research, only 31% of companies surveyed regularly test their email marketing campaigns. While the findings may be intuitive—testing yields better results–eConsultancy research director Linus Gregoriadis says this is the first year the six-year-old study has been able to quantify the link.
"This year, for the first time, we have shown that companies observing some basic best practices are reaping the rewards when it comes to ROI from email marketing." He adds that he hopes with the new data more companies will be inspired to adopt best practices. "Put simply, those simply performing 'batch and blast' techniques are less likely to see ROI benefits."
However, recent trends suggest that won’t happen. Other studies have also pointed to a link between segmentation and performance, but still email marketers don’t appear to be inclined to adopt these practices.
A report by Emailvision found that almost all US and European online marketing professionals believe it is very important (68.4%) or important (28.1%) to send targeted and personalized email marketing campaigns.
Yet for some reason, this does not happen. The Emailvision survey went on to note that only 1 in 5 actively personalize their email marketing content across all campaigns, and that the proportion personalizing content across all platforms is almost matched by the percentage not personalizing any of their email marketing (18.5%).
image via http://www.marketingvox.com
via Small Biz: The world’s economic future in 2012 seems bleak, and could become even bleaker.
With the marketing mix becoming much more varied - as online technologies mature - and previously separate marketing channels become far more integrated, it easy is to get caught up in the latest trends and lose sight of the things that make business to business marketing successful.
This past September the ListEngage team traveled to Indianapolis to be part of one the largest interactive marketing conferences in the world - ExactTarget's "Connections 2011" user conference. The event was host to email and digital marketers from around the globe and touched upon online marketing techniques, email campaign tips, social media marketing and B2B marketing.
Recently, Seattle based outdoor clothing retailer Filson came to ListEngage with a challenge—create an email marketing campaign that reached their valued customer’s inboxes with a time sensitive offer and in turn help them increase their campaign performance and sales. They wanted to see positive results, and ListEngage delivered!
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