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The B2B Marketing BlogWebbiquity: 1) The unified management of SEO, search marketing, social media, brand management, content marketing and social PR supported by web presence optimization (WPO) metrics. While social media is the flashy show horse of online marketing, email remains the solid workhorse.
One key concern among email marketers is open rates; how can you craft subject lines that increase the odds recipients will open your email messages?
Achinta Mitra provides step-by-step instructions for integrating Google Analytics with standard ESP email tracking, which produces much richer data to help optimize conversion rates. Dustin Betonio shares 30 designs that are undeniably beautiful, though most rely too heavily on graphics (see the post above).
Brian Deagan identifies three key components for email marketing success, starting with picking an email service provider that incorporates device detection, can deliver messages in mobile-friendly format, and provides actionable analytics. Noting that “B2B marketers say that their internal e-mail lists are seven times more effective at generating quality sales leads than third-party lists. David Kirkpatrick walks through a scientific formula for addressing the most challenging aspect of email marketing: building a qualified list. Amanda Gagnon explains how Walden University dramatically increased email subscriptions by simplifying its signup process and reduced the number of clicks required.
An interesting collection of email stats from a report by email marketing service provider Silverpop.
Email marketing can be used in any industry of course, but the results can vary considerably. Ben Ardito identifies the characteristics of social email and then explains how to capitalize on it by using email to share social content and encourage your recipients to pass it along. Ajay Goel believes email and social media will increasingly be used in an integrated, mutually supportive fashion, and offers five tips on how to use social media attributes to make email marketing more personable and effective. Gail Goodman notes that social media is timely and interactive, but also fleeting, while email is more intimate and archivable. J-P De Clerck details 10 characteristics shared by skilled email and social media marketers, such as relationship building, content sharing, trust earning and engagement. As part of Raging Creations’ informational series on different facets of Internet marketing, this article deals with one of the main challenges faced by online marketers today, which is coming up with the right digital marketing mix strategy that generates optimal ROI amidst the plethora of available digital advertising channels.
The digital universe is constantly undergoing evolution and transformation, driven by the emergence of new ways and means of accessing and using the Internet and the ever-increasing reliance of people on online technologies to work, learn, play and socialize.
However, this ever-shifting digital media landscape presents unique challenges for marketers who want to engage the digital consumer. Because of these unique challenges, marketers need to be able to come up with a portfolio of digital marketing channels that would ensure sales conversion among online and mobile customers at an optimal ROI. In today’s increasingly fragmented digital environment, the main task facing digital marketers is to identify and capitalize on the right mix of digital media channels and marketing interactions that will build awareness and demand for their offerings, before the audience loses interest and bounces. Given all of these factors, it may seem logical for marketers to select a digital marketing mix that prioritizes those channels that have the lowest cost-per-acquisition (CPA), which pertains to a channel’s ability to reach out to the most number of potential customers at the lowest cost.
This synergistic effect is best illustrated by the concept of the marketing or purchase funnel, which assumes that people undergo four basic stages in becoming a customer. Marketing campaigns are generally designed to create awareness among a pool of audience, stimulate their interest in order to transform them into prospects, build up their desire in order to transform prospects into sales leads, and convert these leads into customers by taking the purchase action. According to the concept of the purchase funnel, marketing efforts or channels that serve to attract attention and generate awareness comprise the mouth of the funnel, which typically caters to the large audience pool. However, because of the nature of the offering, the timing of the marketing effort, the stage in the product lifecycle stage, as well as a host of other factors, individual marketing efforts such as advertising campaigns rarely play a static role in the purchase funnel.
This is especially true in digital marketing, where a prospective customer can take so many different paths along the purchase journey.
The stages in the digital purchase journey can vary greatly from one product to another, from one customer to another and from one instance to another due to a multitude of factors. However, some marketing campaigns or channels tend to function more naturally as Converters, whether by deliberate design or not, and these are often erroneously given the full credit for the sales conversion despite the fact that other campaigns and channels have also contributed in driving the customer throughout the purchase journey. Thus, if a marketer’s main criterion in selecting the marketing campaigns or channels to include in the digital marketing mix is a low CPA, then the resulting digital marketing mix would consist mainly of Converters. In the next section, we shall distinguish between the different problems associated with multi-channel attribution, the benefits and limitations of multi-channel attribution, and the role of web analytics in finding the optimal digital marketing mix. Relevant messages, sent consistently, make email campaigns one of the most powerful tools in your arsenal for marketing to customers. The opportunity for one-on-one communication means that you can segment your email address list, and select which customers receive which message. Financial services – Email is an effective method of delivering timely information about upcoming deadlines or breaking news that affects the customer. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
Fortunately, there are a number of good options to benchmark email response across different sectors. In the Autumn of last year we partnered with Email marketing platform GetResponse to benchmark adoption of email marketing techniques.
You can download the full State of Email marketing 2016 by industryA from the GetResponse site. We will continue to update this resource through the year as new reports are produced by the main email platforms.
We do have other industry sector breakdowns of response later in this post, but since Mailchimp sendA billions of emails a month for more than 10 million users this is probably the largest global sample of email response that has been created. The results for Mailchimp are more typical of smaller and mid-size businesses, rather than large brands. Here are the open rates with the mean showing the variation from the poorest performing sectors like publishing and tech to consumer brands and non-profits. Rather than clickthrough rates that are also available in the report, I have picked out Click-to-open which shows engagement with the copy and creative. Finally from this benchmark, I thought it would be useful to share the data on list churn as indicated by hard bounce rates and spam complaint rates. Litmus, one of the best sources for stats on Email marketing have produced a Jan 2015 update reviewing the current situation to previous years. The latest LitmusA compilation of email client market shareA from February 2015 shows why it's so important to consider how well your emails render on mobile.


This data shows that open and clickthrough rates are fairly stable, with opens up a little, in large part to Gmail defaulting to displaying images at the end of 2013.
The 2014 report has a relatively small sample of 1.5 billion emails sent by SMBs during 2013.
But it's a useful report since it has the breakdown of opens, clicks and unsubscribes by industry for B2B and B2C markets. There are also statistics on engagement measured as clicked to open - this info isn't always available in these types of benchmarks. Epsilon is one of the largest email providers broadcasting worldwide and has regular reports making it one of the best sources for industry breakdowns. That said, marketers are having to work a lot harder through delivering more personalised relevant creative to achieve this and clickthrough rates are lower overall in 2012 compared to 2011.
The Epsilon data set is interesting since it has insight on triggered emails which aren't usually separated in these types of industry benchmarks.
Epsilon was also a good sourceA for breakdown of email response for European countries - see their EMEA Email Resource Centre.
The latestA compilation of Email marketing statistics for Australian audiences from Vision 6 showing open rate across a range of sectors - B2B sectors have the highest clickthrough rates. Could you suggest a few good B2B data platforms for email marketing in Australia where one could get large number of contacts of decision makers in all industries? You’re welcome Kristi – we update the stats regularly from the different sources, so they will remain helpful hopefully! According to recent research, 92% of marketers consider email to be one of their a€?most important marketing toolsa€? and 54% plan increased spending on it in the coming year.
How can you use email marketing most effectively and avoid overloading your recipients with information? Bannan reports that more than half of marketers plan increases in their email marketing budgets, while nearly two-thirds plan to spend more on digital marketing generally, and identifies three key spending areas to consider when allocating those budgets. It takes constant trying, tweaking, analyzing, and risk-taking,” Dylan Boyd highlights seven brands that he thinks do email right, such as National Geographic, Banana Republic and The Wall Street Journal. A better approach may be a simpler newsletter design with a compelling hook to get the reader to click through to a more graphically-rich web page with similar but augmented content. The key is to optimize the relevance and value of the incentive offered while minimizing friction (your target audience’s concerns about subscribing). She then details five considerations to keep in mind in order to maximize the impact of both channels, along with tactics like repurposing newsletter content in short snippets as social media messages.
This article discusses the need for marketers to measure and understand the individual and collective impact of their marketing efforts in multiple digital channels in order to more accurately attribute each channel’s contribution to overall conversion. Today’s generation of consumers is weaned on Facebook, Twitter, YouTube, chat rooms, virtual worlds, blogs and instant messaging, and is equally adept in using PCs, laptops, tablets, smartphones, gaming consoles and other new forms of mobile devices.
While digital marketing, also referred to as Internet marketing, remains as one of the most cost-effective means of creating a link between one’s product or service and millions of potential customers, this new type of  customer has a shorter attention span, is less tolerant of obtrusive advertising tactics, and is more discerning in their consumption experience. For the average digital marketer, this can involve any combination of search engine optimization (SEO), paid search marketing such as pay-per-click (PPC) ads, email campaigns, display ads for websites and mobile devices, social media engagement, and establishment of affiliate networks. Each of these digital channels can engage one’s target customers in different ways and with varying degrees of effectiveness. However, since different people may be at different stages of the purchase process at any given moment, most marketers try to create as many marketing touch-points via different channels at each stage in order to guide them towards sales conversion. These are referred to as the Originators, due to the fact that sales conversion originates at these points.
Regardless of the advertiser’s intention in designing a marketing campaign, for example, the motivations, characteristics and actions of the customer at any given time can strongly affect the impact of the campaign and influence whether it will play the role as an Originator, Assist or Converter in the purchase funnel. For example, a person may first learn of the existence of the brand because of a recurring commercial that he sees on TV. In the example above, the customer could have been introduced to the brand via a general keyword search or through a targeted email.
Without marketing campaigns or channels that effectively function as Originators to initially generate awareness and as Assists to build up interest and desire, a marketing mix has a high likelihood of failure. You can use the open rates, deletes, and click-throughs as a gage of interest in your product or service.
An email message is a direct-to-inbox way to enhance the relationship or drive a sale to conclusion. Use email marketing to remind customers of purchases they considered but didn’t complete. We’ll work with you to develop a communication plan that is proactive and responsive to customer needs and desires.
They're looking for statistics to compare subscriber engagement for open, clickthrough and delivery rates, ideally within their sector. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. As part of this project GetResponse has now published one of the first benchmarks comparing email open and clickthrough rates by industry sector. This 2015 email benchmark compilation from Silverpop who are now owned by IBM so clients tend to represent larger businesses - they are from 750 companies representing 3,000 brands in 40 countries. As a rule of thumb you should look for 10 to 15% CTOR, so can compare emails against this benchmark. You don't want to go too high on these since you could have a problem with inbox deliveryA and likely your ESP will get in touch. This shows the need to optimise for the iOS and Android platforms, bit with Android surprisingly low compared to the iPhone. A larger sample for UK Emails from Epsilon is presented in the European section of this compilation. This shows the much lower response in some sectors such as Events, Education and Legal services. It's useful to compare how effective your creative and offers is at to generating clickthroughs.
The Epsilon Email Marketing Research Center has data for North American and some older European Trends. You can see the power of triggered emails which have much higher response levels as expected since these will often include the Welcome sequence when someone first subscribes.


These are often more personalised and occur at an earlier stage in the subscriber relationship before email fatigue has set in - so these are useful for comparing to your welcome emails or abandoned basket emails. Breakdown by country below is kept for reference although Epsilon haven't updated this recently to say the least, so we'll update it as soon as we get better longer-term trends - in the meantime, compare these to the open and click rates at the top of the article.
It other words, what percent of email marketers blow it with their prospects because they don’t understand the purpose of email marketing or how to convert. So does anyone know what percentage of people who click through to an offer actually purchase the offer? This is a great help for marketers to check how they are performing, comparing their results with that of the industry. It is very helpful for me to identify which device has how much open rate and what is the ideal open rate. Email marketing remains one of the top spending priorities for online, after search and display advertising. While many corporations still ban or limit social media use within their walls, none ban email (they filter it for spam, but don’t block it completely).
In all cases, however, email from senders in the top quintile (those using the best practices) significantly outperformed those in the bottom quintile.
This highly fragmented, social network-driven digital universe allows people to live their online and offline lives seamlessly and simultaneously. In addition, the sheer diversity of available digital media channels and the proliferation of different kinds of online devices make it costly and impractical for most marketers to simply adopt a mass marketing approach despite their relative economy compared to traditional media. Of course, this is in addition to the marketer’s efforts in traditional channels such as TV, radio, print and outdoor advertising, which still remains an important part of the overall marketing strategy for most companies.
Some digital channels may be able to reach out to a wider pool of audience while others may be able to reach out to a smaller audience that consists of more of the right type of customers. However, while this may seem to be an attractive perspective, in reality, advertising channels, digital or otherwise, do not work in individual isolation. Thus, some marketing efforts are specifically designed to attract attention and create awareness that a particular offering or brand exists so that it comes to mind the next time the need comes up, some are designed to build up on the initial awareness and generate interest and desire, and some are meant to be a direct call for action.
On the other hand, those marketing efforts that help to build up on the existing awareness to generate interest and desire comprise the middle part of the funnel, and they are referred to as the Assists. Then later, he may gain an impression from a banner advertisement about the brand in his favorite blog site. He could have been referred to the shopping cart in the company website by clicking a link in an affiliate website where a review of the product was featured.
Meanwhile, since the acquisition and conversion are often not attributed to Originators and Assists, they would tend to have higher CPAs compared to Converters. Simply put, it is unwise to focus on generating conversions without first promoting awareness and building up interest and desire.
For example, those addresses that consistently delete without opening should be suppressed from your email address list, or sent a unique message to determine viability. When you deliver an email newsletter, even if the communication is not read completely, you are providing a service that gives clients a variety of articles to choose from based on personal relevance.
Use the communication to open up a dialogue about the product, service, or event that needs completing. As we'll see, for the most meaningful comparisons we need to go beyond industry averages and drill down to comparison of email types since transactional emails such as a welcome sequence tend to have much higher interaction and clickthrough rates than a regular newsletter. The chart shows that email marketing is considerably more challenging in some sectors such as retail and ecommerce, marketing services and travel compared to others such as A financial services and consumer sectors. Im sure it varies quite a bit depending on the offer (coupon code vs a educational course for example) but to guestimate roi for a potential campaign I would love to have some benchmark stats if anyone knows where to find those. It’s direct, cost-efficient, and, done properly, still an effective channel for lead generation, nurturing and sales.
In addition, implementing an ad campaign for different kinds of digital channels involve different cost considerations. Rather, each channel has its own particular strengths and weaknesses, and they can positively impact other channels and create a synergistic effect that is stronger the sum of their individual impact. Finally, those that convert the interest and desire into actual purchase action represent the narrow end of the funnel and are referred to as the Converters. With his interest about the brand piqued, he may later conduct a search and visit several review sites in order to gather more information about the product. Or he could have seen the TV commercial and directly navigated to the company website using the URL displayed on screen. In order to avoid this situation, digital marketers must be able to understand the interplay between the various campaigns and channels at work and how to properly credit the individual contribution of each one.
Respecting customers preferences is an important way to build relationship with the customer. I've selected the breakdown by industry which are more useful to compare your performance with. And as some of the posts below show, when integrated with social media tools, email becomes even more powerful. Integrate your email and social media marketing efforts to improve results through both channels?
In addition, we can say whatever we want in an e-mail and not get interrupted by someone elsea€™s point of view,” and suggests using other communications methods such as instant messaging, phone calls, live meetings, web conferences, blogs and wikis in situations where those tools are really more appropriate and effective. Finally deciding to purchase the product, he may then click on the company’s search ad announcing a promotional offer, which takes him to the shopping cart in the company website. The implication is that that an individual marketing effort or campaign, such as an advertisement in a particular channel, may at times function as an Originator, an Assist or as a Converter, or all at once, depending on the specific circumstances. Find the answers to those questions and others here in more than two dozen of the best email marketing guides of the past year.



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