Three Deliverability Analyses that Every Email Marketer Should Do (But Probably Doesn't)
|
Source:
|  |
We do a lot of work with clients to help them improve reputation to improve delivery issues at top ISPs. In doing so, we find ourselves doing the same sort of analyses over and over. This is the kind of thing that every marketer should keep an eye on, even if they are not currently having a delivery problem.
These three analyses are crucial for getting to the root of an existing deliverability problem and for preventing future problems from occurring:
5 New Things Marketers Should Know About Analytics
|
Source:
|  |
Web analytics continues to evolve with the digital space, and a lot happened in the industry last year. We witnessed interesting acquisitions and software progressions designed to help analysts and marketers keep closer watch over user behavior, the social media and mobile channels continued to gain traction, and marketers' needs for insights into consumer behavior deepened.
Seven Myths And Two Truths About Inbox Placement
|
Source:
| |
Conversations about email deliverability seem to exist in an "echo chamber" -- there's a lot of noise. A bit of information that is only partially correct quickly becomes accepted wisdom. Here's the data and facts you need to challenge even the most confident of colleagues - and to ensure your email program is optimized for reaching the inbox and earning a response.
First, the myths:
Three Keys To Creating Actionable Insights
|
Source:
| |
Three numbers: 90; 10; 0. 90 is the percent of total time spent on an email campaign during which email marketers work on getting that campaign out the door. 10 is the percent of time spent in reporting and analysis. And zero is the amount of time most marketers spend figuring out how to optimize a program.
Putting a new lens on Web analytics
|
Source:
|  |
You can’t say this about too many markets these days, but Web analytics is booming. Forrester predicts that U.S. businesses will spend $431 million on Web analytics software this year, with the market reaching nearly $1 billion in 2014.
Your Email Pantry: Does The Sauce Need Moroccan Coriander, Or Just Salt?
|
Source:
| |
We watch a lot of the Food Network in my house. We have several shelves in the dining room crammed with cookbooks, folders overflowing with Food and Wine magazine clippings, and the better part of a full screen on the iPhone dense with recipe and grocery shopping apps. My wife and I, we cook.
Simple Email, Simple Results
|
Source:
| |
As I've said for years, "if you shoot for the stars, you'll land on the barn; if you shoot for the barn, you'll land in the pig pile." Are we shooting high enough when building, planning and executing our eCRM programs? Do we get enough recognition for the contributions of our email program? Are we doing enough to drive excitement for our contributions?
Online Marketing Trends For 2010
|
Source:
| |
As savvy marketers look to meet the needs of an increasingly mobile and social customer, the marketers that will be successful are those that adapt their strategies to align with shifting online trends. The adoption of new online marketing techniques will also be paramount to keeping a competitive edge and ensuring ROI. At Lyris, we have identified five trends likely to impact online marketing ROI in 2010.
1. Email as the anchor
How Do Unengaged Recipients Hurt Delivery?
|
Source:
| Word to the Wise |
In the comments Ulrik asks: “How can unengaged recipients hurt delivery if they aren’t complaining? What feedback mechanism is there to hurt the the delivery rate besides that?”
There are a number of things that ISPs are monitoring besides complaint rates, although they are being cautious about revealing what and how they are measuring things. I expect that ISPs are measuring things like:
Inbox Insider: Email Marketing Goes Global
|
Source:
|  |
Email marketing continues to grow, taking advantage of the cheap, yet efficient technology and measurement ability it provides. So, it's likely that it also will expand globally.
Global expansion offers American email services providers (ESPs) many opportunities to expand their businesses. Global brands are sending email through different regions of the world, and foreign companies are looking for solid tech companies to target consumers in their respective countries, as well as in the US.
Growing Leads
|
Source:
|  |
A "one size fits all" approach certainly has its place, such as with hats, gloves and the like. But when it comes to marketing lawn care services, that method won't translate into more quality leads. For Spring-Green Lawn Care Corp., the Plainfield, Ill.-based lawn and tree care service franchise, a tailored strategy was necessary to maximize local exposure and generate leads effectively.
Email Common Sense That You're Ignoring
|
Source:
| |
In conjunction with the calendar flipping over to 2010, email marketers and service providers anticipated a wholesale change in their businesses. This year, the major ISPs -- which account for 60 percent or more of all email addresses in the U.S. -- have sworn to employ engagement as a criterion in routing email. Marketers whose emails sit unopened and unclicked in recipients' mailboxes will find their emails banished to the junk mailbox or perhaps banned outright.
2010 Trends: The Email Marketer's Perspective
|
Source:
|  |
I've been "doing email" since 1997 -- all my years on the service provider side. When I look back on 2010, I think it will be the year when everything changed.
Already many email service providers (ESPs) have moved into mobile and social channels in a limited way. This trend will continue, and marketers will increasingly organize themselves around these "digital direct" channels. So, here's what I think we'll see happen in 2010...
Email
Inbox Insider: Email Enters 2010 in Good Shape
|
Source:
| |
Looking back over the last year, 2009 was a big year for email. The channel finally got its recognition from c-level executives, as the recession forced marketers to find more cost efficient and effective channels to spend their marketing dollars on.
Email Marketing: Six Steps to Improving Customer Engagement in 2010
|
Source:
|  |
Where I think the challenge lies is in understanding how to engage customers using email marketing, integrating with other channels like social media, instead of relying on blast broadcasts and hoping that someone will respond because you’ve taken the time to email. There is so much noise in the world, you need to understand how to make your email communication relevant and worth reading.
Here are my tips on what you can do with your email strategy to help improve performance in 2010...
