Against a backdrop of headlines such as ‘Email Is Crushing Twitter, Facebook for Selling Stuff Online’* that can recently be found across the marketing press the DMA has just published the latest National Email Benchmarking Report for H2 2012. The positive coverage for the channel is not only very welcome after many years of “email is dead” reporting but highlights what regular Benchmark report readers already realise, that far from becoming an obsolete channel compared to its cooler digital cousin social media, the returns from email for generating measurable direct sales are unrivalled.… Read more
The 2013 DMA tracking study will be launched on October 17th. I don’t think I’m giving enough away here to merit spoiler warnings, but I was surprised again this year by the number of consumers who still feel that they are not getting enough relevant emails. Of course, there are many jolly happy punters, but still around one third of the respondents felt that 20% or less of the emails they received were relevant or interesting. … Read more
When you launch a content campaign, you probably send an email to promote it to your database at some point. You might think that this email will only drive traffic from your current database, however my experience has taught me that by making email the first channel you launch on and with a little work, you can increase the conversion rate for people outside your database – i.e new visitors.… Read more
This famous quote was on the office wall when I worked for OgilvyOne London. I am sure it still is and in fact is probably on the wall in every Ogilvy office around the world. This sentiment is as true today as it was when it was first used over forty years ago; a reaction to the various “short forms” of advertising that were prevalent at the time.… Read more
Santa is coming! OK, so it’s not quite time to get my Christmas albums out, but it’s definitely time to start thinking about your festive marketing strategy.
It really does pay to be organised with your email marketing, especially at the festive time of year. So, with the coming months leading up to what will undoubtedly be the busiest time of year, you should be taking a serious look at adopting responsive email design – it could mean the difference between a customer converting or deleting!… Read more
You can’t have missed the many reports and stats about the growing use of mobile devices to read email. Brands I work with are seeing anywhere from 15% to 70% of their emails being read on mobile devices. The average is 45% and the most popular email client, rated by number of emails opened, is now the iPhone, source http://emailclientmarketshare.com/.
The DMA have been testing a new mobile first email design.… Read more
Although August is the holiday season for most, the DMA Email Marketing Council is tireless in its quest to champion email and its dedicated members still met to discuss everything email, albeit with a few members missing.
The first topic discussed was the release of Return Path’s H1 2013 placements benchmark report and the headline statistic that 22% of permission based email worldwide fails to reach the recipients inbox.… Read more