- Does my company need abandoned cart/browse campaigns if we’re not an ecommerce or retail marketer?
- Are reactivation campaigns worth it, or should I just cull unresponsive subscribers from our list?
- How much marketing automation do I need? Do I need an ESP or MA platform?
- Do multi-touch campaigns (like a welcome series) outperform single message-campaigns? Is the extra effort to create a series worth it?
- Would my company benefit from reputation management and delivery services? What’s it worth?
- Does dynamic content really pay off?
Inspiration from the 2015 Email "To-Do" Lists of Leading BrandsI'm just back from the MediaPost Email Insider’s Summit at Deer Valley in Utah ski country. Boasting record attendance and the active participation of big brands, the event is always a nexus for email marketing growth, expansion and innovation ideas. With attendees from Wendy’s, Office Depot, Amazon, Bank of the West, Angie’s List, American Airlines and countless other marquee brands, this time didn't disappoint. In short: everyone’s excited (and in some cases a little daunted by) the email marketing goals they aim to accomplish in the coming year. Here’s what’s on the 2015 “to-do” list of top marketers and should be on yours as well:
Email Address Guardianship: Whose Responsibility Is It Anyway?Last week’s headlines about the massive theft of 53 million email addresses from Home Depot seems the straw that broke the camel’s back when it comes to 2014’s barrage of data breaches. The year has seen a veritable flood of hacks and breaches at retailers (Target, Best Buy, eBay) restaurants (PF Chang’s, Subway) and even financial institutions (JP Morgan Chase, Bank of America). The verdict is clear: no data protection system is foolproof, and when it comes to data theft there is no sacred ground – hackers will take all the personally identifiable consumer information (PII) they can get.
Last month we looked at three email marketing improvement challenges for 2014. This month I want to give you three more that can maximize email’s contribution to your bottom line. Although improving email open and click-through rates seems an ever-present task, I encourage you to expand your focus beyond mere campaign-by-campaign process metrics and try these program-level objectives on for size instead: 1) Increase Subscriber Engagement Truly increasing subscriber engagement with your email campaigns means much more than merely boosting open and click-through rates, although both are important measures of engagement. It means analyzing open and click-through reach – that is, the proportion of your subscriber base, among all subscribers, who have opened or clicked at least one message over a period of time.
VIDEO: Email Marketing List Hygiene and Deliverability Essentials for Success (and Pitfalls to Avoid)
With the first quarter of the year behind us already, what will you do to maximize email marketing’s contribution to your bottom line from here on out? Although raising email open and click-through rates seems to be forever on the agenda, there’s a lot more to creating a successful program than focusing on boosting response and engagement. Here are three worthy challenges to put in place for the remainder of your marketing and business year that will have you
Last month we explored the first of two important digital marketing list subscriber metrics: CPA, the cost to acquire a new list member (see Part 1 here). I also presented a process for determining your maximum allowable CPA – that is, how much it’s worth paying or investing to acquire new subscribers on a name-by-name basis. This month we’ll explore various approaches to assigning economic value to every subscriber already on your list. Let’s start with the clearest way first: the Revenue-Per-Subscriber method also known as RPS.
I was just paid $16.56 for my email address. You read that right: CVS, the drug and pharmacy chain, paid upwards of $15 to acquire my email address. There I was in my local store buying about $40 worth of health and personal care items when they offered me an instant 20% savings on my purchase in exchange for my email address. So I gave it to the clerk, resulting in a discount of $8.28, which somehow (likely by mistake) was applied twice for a total savings to me (and cost to CVS) of $16.56. At two recent business events (which did not provide exhibitors and sponsors with attendee lists) I noticed exhibitors actually paying attendees cold hard cash in exchange for their email addresses. Yes, they were handing out the green stuff in a blatant, unmasked trade for data. One business coach offered passers-by $1 for a name and email address and $5 for a completed lead qualification questionnaire. At another event, an exhibiting sponsor held a stack of crisp, fresh dollar bills and asked each visitor if she would like $1 in exchange for her email address. Most attendees cruising the exhibits at these events happily gave up their email addresses and took the money!