Mobile, AI Trends Impact E-mail Marketing

E-mail marketers can expect to ride some positive trends into 2020, according to e-mail pros. While continuing to top other channels in terms of ROI, e-mail marketing in 2019 also showed improved delivery rates, rising open rates and increasing click-through-rates, per UK-based Data and Marketing Association. Digital marketing platform Smart Insights recently turned to several experts to find top strategies to help leverage the positives this year. The impact of mobile usage on e-mail can't be underestimated. In 2019, mobile browsing (53% of traffic) surpassed desktop/tablet browsing (47% of traffic), notes Smart Insights. And while mobile still lags in terms of purchase revenue (32%) versus desktop/tablet (68%), it's growing fast, with a 23% year-over-year increase that has helped accelerate mobile optimization across digital channels. Data from Litmus shows that mobile devices also led in e-mail opens (41.9%) compared with desktop opens (18.2%) by Q1 of 2019. Coding e-mail creative for a mobile-viewing format is only the beginning. Changes to copy, images and overall layout can boost click-through by streamlining presentation to place the focus on quick engagement and CTA links, note experts. Concise copy with enough white space for easy reading is a first goal. Other tips include using image dimensions that are small enough to render well and placing images on the "first fold" to encourage scrolling. Using e-mail design with short copy not only leads to quick scanning but also allows the call-to-action (CTA) to be seen early and avoids excess scrolling that loses click-throughs. Finally, make sure that e-mails are rendering correctly across all types of devices, a testing option offered by most e-mail service providers. Artificial Intelligence (AI) is coming of age in marketing, including e-mail campaigns, with 87% of current AI users say they are planning on using it for sales forecasting and e-mail campaign enhancement, per Statista. Connext Digital foresees seven ways that AI will begin to influence e-mail marketing: 1) applying algorithms and data insights for predictive personalization; 2) analyzing demographics, purchasing patterns and online behavior for smarter segmentation; 3) automating workflow for e-mail triggering, tailored messaging and lead nurturing; 4) using natural language technology to find the best words for response optimization of subject lines and CTAs; 5) improving e-mail timing and frequency by specific recipient;6) A/B and multivariate testing to quickly identify trends and develop predictive results; and 7) developing data to enhance broader analyses, for example to predict potential churn. Privacy regulation is another factor for e-mail. Cold e-mailing, spamming and phishing have tainted e-mail’s reputation among consumers (and marketers), but recent privacy regulations, including the European Union's GDPR and California's CCPA, have spurred the e-mail marketing world to go beyond CAN SPAM to focus on privacy, compliance and subscriber trust. See our full website post at https://www.acculist.com/mobile-ai-highlight-e-mail-marketing-trends-for-2020/

These E-mail Tactics Make Holidays Merry for Retail

The holiday buying season is around the corner, and e-mail is more important than ever in the retail marketing mix for both existing customer lists and prospecting lists. Marketers planning for fourth quarter success may want to check plans against the "Ultimate Guide to Holiday E-mail Marketing" post offered by Campaign Monitor for some basic strategies and examples. Targeted e-mail marketing is positioned to capitalize on three big retail marketing trends: online buying, mobile commerce, and personalization. Four out of five Americans are now online shoppers, per Pew Research, so marketers will want to join the 41% of retailers that use “Buy Now” buttons in their e-mail marketing to link shoppers directly and quickly to online purchase pages. Mobile-optimized e-mails (linked to mobile-optimized landing pages) will also deliver more dollars because half of those online buyers make purchases using a mobile device. Sales on both Black Friday and Cyber Monday in 2018 surpassed $2 billion, breaking the previous record set in 2017, and, according to Movable Ink, 76% of Black Friday e-mails and 63% of Cyber Monday e-mails are opened on a mobile device. Finally, now that personalization is demanded by consumers across channels, quality e-mail list data and segmentation can create the personalized e-mail messaging that delivers six times higher e-mail transaction rates, that converts 202% better than default e-mail calls to action (per HubSpot), and that generates a median e-mail ROI of 122% (per Instapage research). And don't forget that personalized e-mail subject lines generate an average of 50% higher open rates (per Oberlo data)! Indeed, the subject line is the first step in getting an e-mail noticed and opened, and Campaign Monitor has distilled some tips. As noted, personalize the subject line to boost open rates, using list data such as first name, for example, as well as purchase history, geography, site actions, etc. Keep the subject line short but pack in "power words" that tap emotions and drive action, including sales-driven words (deal, promotion, discount, savings, free shipping); time-urgency words (order now, limited time, today only, last minute, exclusive); holiday references (12 Deals of Christmas, Season's Greetings); and gratitude expressions (Thank you, appreciation, your support). Try engaging with a question (Need gift ideas?) or an eye-catching emoji. Brands using an emoji in their subject lines report a 45% increase in unique open rates, per Experian. Including an enticing offer in the subject line can help grab opens, too. For example, a mention of free shipping gains the interest of 74% of consumers, per UPS. For more tips and links to e-mail examples, go to our blog post at https://www.acculist.com/the-right-e-mail-marketing-tactics-can-make-holidays-merry-for-retailers/

Targeted E-mail Expands Museum Direct Marketing

Clean, targeted e-mail data can help museum marketers reach new members, event participants, or donors as well as improve retention and performance of house names. Evidence that e-mail can be a successful player in museums' multi-channel campaigns comes from Constant Contact's March 2019 e-mail statistics for house databases in the arts, culture and entertainment vertical (including museums and galleries), which show overall e-mail open rates averaging 17.54%, and click-through rates averaging 6.81% for the vertical. Those results are better than the all-industries averages of 16.74% open rate and 7.43% click-through rate, plus ahead of all but 13 of the 34 verticals tracked, and far ahead of some verticals, such as technology (e.g. web developers), automotive services, salons, retail and consulting. Marketers can also use e-mail to prospect for new members, donors and event participants. For example, marketers report success with event audience building via a series of e-mails that start with a promotion linked to ticket purchase, RSVP and/or social-sharing request, then follow up with reminders prior to the event, and finish with a post-event thanks e-mail that includes a request for an online review. Other successful e-mail series reward loyalty or re-engage dormant supporters by offering special perks (such as discounts). E-mail automation can make contact strategy even easier with programmed triggers, such as a re-engagement e-mail automatically sent six months after a last visit. Earning response to a house database or prospect list requires a few e-mail basics: 1) personalized, targeted messaging; 2) a brief subject line that inspires opens and CAN SPAM-compliant creative that inspires click-through; 3) mobile optimization of the e-mail with a clear call-to-action linked to a mobile-optimized digital landing page; and 4) an updated, clean opt-in e-mail list to avoid spam filters. AccuList's services especially focus on the last point. For responsive, targeted prospects, AccuList's proprietary research has identified the top choices among opt-in e-mail rental lists (plus telemarketing and direct mail lists), including lists of museum members/donors, lists of museum mail-order buyers, and lists by type of museum and collection. For clean, targeted house lists, AccuList points marketers toward database enhancement and hygiene, including identification of recent e-mail address changes through Electronic Change of Address (ECOA) lists, enhanced targeting by adding demographics from outside lists, and expanded reach by appending opt-in e-mails. Museums also can pair e-mail's advantage in highly targeted and personalized messaging with social media's ability to engage and build brand and web traffic. Social media apps can be used to capture new e-mail opt-in subscribers, for example. With platforms like Facebook, house e-mail data can be matched with the huge social audience to deliver demographics- and interest-targeted ads and promoted posts to existing names and lookalikes. And both social media and e-mail targets can be matched with direct mail for multi-channel power. For helpful links, go to https://www.acculist.com/targeted-e-mail-expands-museums-direct-marketing-options/

Is Your E-mail Marketing Optimized for 2019 Trends?

E-mail marketing is constantly evolving and AccuList USA tries to keep our e-mail list and e-mail marketing services clients up-to-date on the latest tactics and best practices. A good overview of trends for 2019 was recently supplied in a Business2Community post by Rohit Munipally. The value of e-mail targeting and list segmentation is so clear that it will be a given for smart marketers in 2019. Munipally cites HubSpot research showing that e-mails that are relevantly segmented and targeted account for 58% of all e-mail earnings and increase profits up to 18 times more. When combined with automation, e-mail content power is further enhanced. For example, if a contact hasn’t opened an email for an extended period, they can be dropped from deployments, while a contact who has visited a web page several times or opened multiple e-mails can receive relevant automated e-mails prompting action. In fact, global automated e-mail marketing alone is expected to account for $2.7 billion in spending by 2025, Munipally reports. Watch for acceleration of the trend away from graphics-heavy e-mail designs in 2019. Research shows e-mail users prefer plain text over HTML-style e-mails because plain text e-mails resemble a personal message that would be sent by a family member or friend. Also expect to see interactivity dominate over product display next year. Response data favors interactive e-mails that encourage engagement through quizzes, surveys, games, contests, GIFs, and call-to-action messaging that lets recipients shop, edit an order, update a wish list, send a shipping confirmation, etc. Story-telling also has proved itself as a content-engagement tool. E-mails that begin with a story that grabs the reader and then leads into value and offers are highly influential when delivered to a relevant audience (again underscoring the value of targeting and segmentation). Mobile optimization also will be essential for success in 2019, with 53% of e-mails opened via mobile devices and 75% of gmail users viewing accounts on mobile devices. And since consumers demand content that is relevant and personalized whether viewed on a computer or mobile device, data use must go beyond first-name inclusion to information unique to the account or buyer persona. Plus, next year should see growing use of AI for everything from targeting, subject line choice, image selection, and more. To illustrate the power of AI, Munipally reports that Adobe recently developed an AI technology with a series of sophisticated algorithms based on e-mail campaigns and audience behaviors, resulting in e-mail users opening nearly 80% of work and 60% of personal e-mails. See our blog post at http://www.acculistusa.com/is-your-e-mail-optimized-for-best-2019-performance/

E-Mail Marketing Success Relies on These Basics

E-mail is a key part of most omnichannel marketing strategies, Yet dodging spam filters and reeling in responses from crowded inboxes is an ongoing challenge. A recent Direct Marketing News article laid out some basic tips on how to get the most out of e-mail marketing. First, data matters. Even the most well-crafted e-mail will end up in spam folders if delivered to an e-mail list with too many duplicates, outdated addresses, missing permission hygiene, spam traps, etc. Quality e-mail data is essential to deliverability, which means regular cleaning and updating of house lists, or carefully vetted rental lists (sponsored e-mails) for prospecting. Quality data is also key to the targeting that maximizes response, using segmentation and personalization to tailor offers and messaging to specific audiences and individuals. Once an e-mail lands in the inbox, the subject line, a brand's first impression, impacts open rates. While there are few absolute guidelines, be aware that 50-70 characters in length is the "sweet spot" for readability, per the article. In those few characters, the subject line needs to quickly convey an offer/value and tone that intrigue the audience. Beyond avoiding words and symbols likely to trigger spam filters, A/B testing is usually the best way to find which subject line leads to higher open and click rates, as the article advises. While focusing on a first impression, too many e-mail marketers forget the importance of a closing impression. For example, after gaining response and conversion, marketers can use transactional e-mails (e-mails acknowledging a purchase, donation, sign-up, etc.) to expand customer/donor value by offering a reward (discount on next purchase as an example), a loyalty program, a newsletter, social links and more. When it comes to design, the key to success today is the ability to translate across desktop, tablet and mobile devices. Remember, research shows that more than two-thirds of consumers access e-mail through their smartphones! Plus, e-mail isn't usually the only method for connecting with an audience, or necessarily the channel preference of all recipients. That's why e-mails also should highlight social media buttons, invite readers to share content, or urge them to visit appropriate social pages and profiles, as the article notes. For more tips, see http://www.acculistusa.com/want-e-mail-marketing-success-here-are-some-basics/

Case Studies Showcase Museum & Zoo Direct Mail

AccuList USA provides mailing lists and direct marketing support for a growing number of museum and zoo marketers, and we thought our museum and zoo clients, and other nonprofit marketers, would be interested in recent case studies of how combining direct mail with digital marketing can successfully drive gift membership purchases. The case studies were presented by The Lukens Company, a nonprofit agency, for the American Museum Membership Conference. Seattle's Woodland Park Zoo was concerned that its costly traditional direct mail letter package promoting gift memberships was experiencing declining ROI and relied on a complex process for signup. Tasked with finding solutions, the agency came up with a new two-drop postcard combined with a three-part e-mail series timed after a Cyber Monday campaign. The campaign directed recipients to an online signup with a promo code to track gift sales.  Targeting prior gift membership purchasers and offering a standard $15 discount, the new approach resulted in a 173% increase in number of purchases and 88% increase in revenue. A similar strategy provided positive ROI results for a gift membership drive by the San Francisco Museum of Modern Art (SFMOMA) in its first holiday season after reopening following a three-year closure. Marketers faced a dual challenge: fatigue of the traditional direct mail package to the existing gift membership audience, plus a new audience unfamiliar with SFMOMA gift membership offerings. Seeking to energize both targets, the agency's creative shifted from the traditional package to a two-drop postcard and five-part e-mail series, directing recipients online to a new custom landing page, along with phone and onsite support. Mailing to current members, lapsed members, and general admission and event ticket buyers, the campaign offered 10% off gift memberships for members and prospects who became members. For more ways direct mail can drive results, more case studies and samples of actual creative go to http://www.acculistusa.com/case-studies-showcase-zoo-museum-direct-mail-strategy/

Format Matters: Text E-mails Outdo HTML Versions

There's an ongoing debate in e-mail marketing over which format option will optimize results: simple text-based e-mails or fancier html versions. Marketo recently reported some surprising findings on this point: Analysis shows text-based e-mails perform significantly better than their more creative HTML counterparts. Although both formats have the same open rate, text-based e-mails have 21% higher unique click-to-open rates on the offer link and 17% higher unique click-through rates on the offer link, according to the Marketo study. So should marketers dump their html creatives? Not so fast. Why did the text-based versions win more response? The Marketo study found that text-based e-mails' fewer visual distractions focus response on the call-to-action link. In HTML versions, nearly 16% of clicks went to other links (such as logos) instead of the main call-to-action link, per Marketo. Other research shows that text e-mails are also viewed as more personal by recipients, who see the visually rich html e-mails as clearly commercial. Finally, text-based versions have a better chance of delivery since the messages are less likely to be caught in spam filters or to have mobile viewing issues. On the other hand, a key drawback of plain text formats, with no html, is that there is no tracking of open rates or clicks. Text-based e-mails without any html design elements also lack engaging visual impact for branding or product promotion, have less ability to break information into easy-to-read/scan sections or columns, and have fewer tools for directing CTA attention. So html e-mails continue to be used because of advantages that make them the right choice for campaigns relying on branding, richer messaging and detailed metrics. For example, html allows incorporation of branded images and logos that may yield higher conversion rates for some verticals. An html e-mail also can package more information in digestible, easy-to-read bites. It can direct action via color, clickable text and buttons. Most important, html offers tracking of opens and clicks for marketing metrics! For links to more detail, see http://www.acculistusa.com/seeking-e-mail-response-marketers-face-text-vs-html-choice/

E-mail Regains Lead in Fundraising Digital Efforts

In 2017, e-mail is expected to regain its lead role in the digital efforts of nonprofit fundraisers, per numerous nonprofit marketing pros. For fundraisers and fundraising consultants to make the most of a renewed e-mail focus, they may want to check the tactics provided in a recent post for thedatabank.com by Michael Stein, a nonprofit consultant and digital strategist. For example, to maximize response, e-mail outreach in 2017 may require nonprofits to reboot, refresh and rethink, says Stein. He urges marketers to address four basic issues before blasting out e-mails: Check to see if your e-mail template or e-newsletter needs a creative refresh; make sure the e-mail works well for mobile viewers; consider a rewrite of your welcome e-mail to new subscribers for better engagement; and develop new creative and messaging ideas to test for boosted e-mail fundraising appeal. Next, he advises marketers to "mobilize," personalize and automate e-mail campaigns. Certainly, mobile readiness is essential for wooing donors, especially given, as Stein cites, the recent Movable Ink report that, across industries, 69% of e-mail opens were on a mobile device. A good mobile experience should extend from the e-mail subject line to the website landing page and, most importantly, to the donation page, advises Stein. Personalizing is another proven way to maximize e-mail response. That means digital messaging with relevant, timely content based on smart e-mail list segmentation, using data such as event attendance, website downloads, and donation amount or frequency. Finally, marketers need e-mail automation, especially for timely engagement of new e-mail subscribers and donors. Automated responses should include key transactions such as e-mail subscription, event signups, and online giving, since these are often the most opened and read e-mails, says Stein. Other suggestions include using more graphics and video to boost e-mail response. For more, go to http://www.acculistusa.com/e-mail-regaining-its-lead-role-in-fundraising-digital-strategy/

Basic Tips Aid Even Small Firms in E-mail Success

E-mail marketing success doesn't have to be limited to big firms with big-data technology. A recent CIO.com article combined suggestions from e-mail experts to create 15 basic tips that put an effective e-mail campaign within reach of even small- to mid-sized businesses. Here are just the top seven as an example. Start out by segmenting e-mail lists to select the relevant content and offer by customer or subscriber group. If discounts are available for students or retirees, then segment by age as an example. Next, make sure the e-mail creative uses responsive design and is mobile-friendly. Research shows 68% of recipients open e-mail on a mobile device, and 71% of those will delete an e-mail immediately if it doesn't display properly. Consider testing text-only e-mails versus image-based e-mails to take into account the e-mail clients, such as Outlook, which automatically block images. Try to have a promotional e-mail come from a real person (not just noreply), realizing that 64% of subscribers open an e-mail based on who it is from. Then craft a subject line to maximize opens by keeping it short (lines with fewer than 50 characters have higher open rates) but at the same time compelling and urgent/time-sensitive. Avoid a mass-marketing approach and personalize the subject line and content to the target segment--going beyond first name to use other data, such as past purchase behavior, for the relevance that drives response. Finally, add a clear, visible call-to-action. Research shows that if the recipient can't understand what they're expected to do within just 5 seconds, the e-mail risks deletion! For eight more tips and resource suggestions from the experts, read http://www.cio.com/article/3057992/email/15-ways-to-improve-your-email-marketing-campaigns.html