Smart New Innovations To Boost The Email Marketing Industry

Image Courtesy: bit.ly/1JWlssY

Is “email marketing” the first word that pops into your mind when you talk about innovation? Guess not. This is because many people consider email marketing as tedious. We mostly think about mobile technology or social media when the topic of innovation comes up. But the fact is that the email marketing industry has been rapidly evolving in the past 15 years and has experienced a lot of impressive innovations. During the last 2 years specifically a number of prominent advances have taken email marketing from tedious to cutting edge. Read on...

Image Courtesy: bit.ly/1WQG7YG

During the initial years of emailing, the email marketing services were developed to send and deliver simple messages and newsletters as well as to effectively manage subscribers. As different email marketing companies emerged and the industry evolved, these businesses introduced new features and functions such as auto-responders that enables users to automatically send a number of emails in a specific sequence, right at the moment an event occurred, like a new user signed up. Today, most of the mid and small sized businesses utilize very basic services to implement email marketing efficiently.

Age of Marketing Automation

Image Courtesy: bit.ly/1Opuzc2

Even though you might have heard about marketing automation before as it is not a new concept, this has gained credible prominence in this field fairly recently. With marketing automation, you can track the behavior of each subscriber and send them the most suitable messages which will not only transform him to a loyal customer, but bring in more business.

Image Courtesy: bit.ly/1FVVElQ

The notion that marketing automation promotes is valid as it claims that each individual subscriber gets interested in unique and different services and products. Moreover, every person is at a different zone of the buying cycle at any given moment. Hence, when you send different email messages to each subscriber, you boost your chances of conversion. When you use a marketing automation software, it studies and learns from the emailing habits of subscribers and then delivers a more targeted and appropriate message to them that boost conversions.

Keith Hearn of MyTechBits.com recently wrote

“Compared to email marketing services, marketing automation has a very small market share. Main reasons is that it is highly priced for small business and it’s complicated and difficult to use.”

Image Courtesy: bit.ly/1jSs0Us

In case an organization wishes to utilize marketing automation, then the business leaders will need to gain adequate knowledge regarding email marketing and invest sufficient time on it. 

Hearn added

“Until now, most innovation in the email marketing industry were around the software. The latest innovation I’ve seen focuses on the creation of the content.”

Era of Newsletter Content Automation

Image Courtesy: bit.ly/1JWnNnE

Newsletter content automation companies focus on content generation and integrates with email marketing companies to deliver newsletters. 

Keith Hearn claims that such companies bring

“the content from the web and from Twitter. Then it specifies how many times each article has been shared on social media. This information gives users good information on what’s the best content and lets them create quickly a newsletter.”

The Bottom Line

It's true that in the past 15 years, the email marketing industry has seen some impressive innovations, but experts believe that in the coming years many more are expected come forward. Email marketing is the one of the most efficient ways to successfully convert prospective clients to loyal customers.

Image Courtesy: bit.ly/1jf7E7Q

How are you using email marketing for your business? Feel free to add to the discussion by share your views and opinions below.

Article Source: bit.ly/1GzRBpW

2015 Email Metrics Study Offers Valuable Email Marketing Data

Image Courtesy: bit.ly/1Qme3It

Are you looking for ways to boost your email performance? Do you have doubts about comparing with competitors?The fact is, without accurate data about your peers, evaluating your position in the industry can  be rather challenging. But don't worry! The 2015 Email Marketing Metrics Benchmark Study will offer you the required industry information that will enable you to assess and boost your email performance. Read on...

Analyzing email open rates

Image Courtesy: bit.ly/1P7bJEN

The 2015 study was conducted recently which focuses on the email open rate for various industries.This latest email metrics benchmark study reported that the Lodging, Travel Agencies & Services sector has the highest email open rate at 56.7 per cent, among the other 17 sector included in the survey. Other industries which performed good and had over 50 per cent email open rate in the study were Hospitals, Healthcare & Biotech; Schools & Education; Insurance; and Consumer Products.

Here is a list of the email open rate (top quartile) for some of the surveyed industries:

Image Courtesy: bit.ly/1Yjn376

• Lodging, travel agencies & services - 56.7%
• Schools & education - 53.1%
• Insurance - 51.8 %
• Consumer products - 51.6 %
• Hospitals, healthcare & biotech - 50.2%
• Nonprofits, associations & governments - 48.1%
• Marketing agencies & services - 48.0%
• Industrial manufacturing & utilities - 46.6 %
• Computer hardware & telecommunications - 45.2 %
• Automobiles & transportation – 44.9%

 

Studying click-through rates

Image Courtesy: bit.ly/1F6e1nS

Then the 2015 Email Marketing Metrics Benchmark Study evaluated click-through rates, it was found that the Lodging, Travel Agencies & Services sector again had a high score with 5.3 per cent, along with Consumer Products industry at 5.4 per cent and the Computer Hardware & Telecommunications sector at 5.7 per cent. The study revealed that these were the only industries that were able to score higher than 5 per cent for Mean Click-through Rate. 

Here we have listed the click-through rate (top quartile) for some of the industries that were studied:

Image Courtesy: bit.ly/1P7erdB

• Computer hardware & telecommunications - 16.3 % 

• Lodging, travel agencies & services - 15.2 % 

• Consumer products - 14.6 % 

• Schools & education - 14.5 % 

• Insurance - 12.8 % 

• Hospitals, healthcare & biotech - 12.5 % 

• Marketing agencies & services - 11.8 % 

• Nonprofits, associations & governments - 11.4 % 

• Food service, sports & entertainment - 11.4 %

• Corporate services - 10.1 %

 

Establishing a benchmark

Image Courtesy: bit.ly/1W7v7Wr

The 2015 Email Marketing Metrics Benchmark Study surveyed emails from over 750 organizations and more than 3,000 brands from around 40 countries. The researchers evaluated the different types of email marketing messages and different metrics to conduct the study and set up email marketing tools & benchmarks across different regions and industries. The study also found that transactional emails had higher probability of getting opened than promotional or other non-transactional messages.

What do you think? Do you find the study useful? Feel free to share your views with us and add to the discussion. 

Article Source: mklnd.com/1OTynQU