Email Benchmark 2007
And yet beyond the sales tactics are some fairly interesting and not-so-surprising conclusions.
1. E-mail ain't so bad. Two thirds of B2B marketers and three-quarters of B2C marketers see it as increasing in impact in spite of the hype generated by the flavors of the week -- social networks, mobile communications and marketing by widgets.
2. Conversion is all about the design of your forms. How it looks and how easy it is to use can improve opt=-ins by 25-40%. Getting the design right means more customer engagement, more data capture and more sales.
3. E-mail is just like postal mail. It is a test-and-learn tool. You can't just blast it out and hope for the best. And if you are testing, landing page copy, offers and subject lines give you the biggest return,
4. Designers need help. Eye tracking tests show that recipients click all over the place, often in places designers did not plan for usually images and branding elements. You have to try to psych out your audiences without embedding so many links that you get filtered out as SPAM.
5. E-mail filters zap 40% of opted-in mail that people actually want. SPAM filters are a moving bogey. They are generally triggered by words (e.g. free, boobs) the size or number of HTML images, the number of hotlinks, the presence of an attachment, specific IP addresses and other more subjective criteria. Its still a cat-and-mouse game to delivered e-mail that customers request.
6. As if you needed something new to worry about; you have to start thinking about mobile e-mail. On the B2B side Blackberries are ubiquitous and the same penetration and impact will be felt on the consumer side before too long.
Related Tags: marketing, email, conversions, purchase points
Danny Flamberg is a veteran marketing consultant and author of the http://www.manhattanmarketingmaven.com blog.
Danny Flamberg is marketing strategy consultant and lead generation practitioner working with leading and insurgent brands in professional services, outsourcing, financial services, pharmaceuticals, telecom, high tech, hardware, software, banking and other industries around the globe. He was Vice President of Global Marketing at SAP. He also has worked as Senior Vice President and Managing Director at Digitas LLC in New York and Europe where he represented American Express, General Motors, Federal Express, Morgan Stanley, Ann Taylor, Wolters Kluwer, and the Kingfisher retail group. A pioneer in online marketing, Danny was President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide where he contributed to the success of brands such as Dell Computers, Johnson & Johnson, Unilever, General Motors, Goldman Sachs, Ameritech, UPS, Lego Toys and Burger King. He earned an A.B, an M.A. and a Ph.D. in politics and economics at Columbia University. He lives with his trophy wife, talented daughter and lovelorn dog on Manhattan's Upper West Side.
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