Email Marketing Best Practices: Quality Wins Over Quantity

Email MarketingBest practices in email marketing begin with one simple rule: quality wins over quantity.

Quality matters more than quantity in two important ways. The quality of the subscriber list is more important than the quantity of the list. The quality of the email content is more important than the quantity of it. Continue reading “Email Marketing Best Practices: Quality Wins Over Quantity”

Start Email Marketing Strategy with Single Goal

An email marketing strategy should start with a single goal in mind for the sake of focus and simplicity.

Email newsletter marketing tipsAn email marketing strategy should start with a single goal in mind for the sake of focus and simplicity.

The best-selling business book “Good to Great” was largely about the success of companies that stayed focused on their well-defined mission.

An email marketing strategy may not have a “mission” like a business, but it should have a goal that defines the benefit to the business. Continue reading “Start Email Marketing Strategy with Single Goal”

Watch Email Marketing Open Rates for Customer Insights

Email marketing open rates offer great insights into newsletter clients and what kind of content they want to receive.

Email marketing open ratesEmail marketing open rates offer great insights into newsletter clients and what kind of content they want to receive.

Highly variable open rates will reveal a great deal about client preferences. Highly stable open rates will reveal very little.

For anyone new to email marketing, the open rate is the number of subscribers who open the email that is sent to them. Even if they open an email, it doesn’t mean they will click on anything. Average open rates across multiple industries are usually around 20 to 30 percent. Continue reading “Watch Email Marketing Open Rates for Customer Insights”

Free RSS to Email Saves Time, Effort and Money

RSS to email makes it possible to spend no time and effort on building an email marketing campaign.

RSS to emailEmail marketing may not be as popular as it was in the past thanks to the growth of social media, but it still has a solid place in a website’s marketing efforts.

But like all marketing efforts, building and distributing an email newsletter takes time and effort that is becoming more stretched in a competitive environment.

That time and effort could go to better use if the process of sending out emails was entirely automated.

RSS to email makes it possible to do so. Continue reading “Free RSS to Email Saves Time, Effort and Money”

Email Newsletter Marketing Tips Boost Loyalty

Email newsletter marketing requires building a list of thousands or even tens of thousands of email addresses. The process takes not just months, but years. The patience is usually worth it.

Email newsletter marketing tipsEmail newsletter marketing requires building a list of thousands or even tens of thousands of email addresses. The process takes not just months, but years. The patience is usually worth it.

Such a long-term focus pays off for a website with a list of loyal visitors who come to the site more often. Their visit frequency boosts page views, ad inventory and response rate.

Consider the following impact. Nudging frequency of visits from 3.0 to 3.1 per month with a site of 1 million unique visitors and average pages per visit of 6.0 will boost monthly page views by 600,000 and ad inventory by 1.8 million impressions at three ads per page. Continue reading “Email Newsletter Marketing Tips Boost Loyalty”

Email Marketing Metrics Boil Down to 5 Numbers

Email MarketingEmail marketing metrics are far simpler than other metrics such as Website analytics.

Because there are only a small number of them, it is easy to track results and focus efforts on how to improve them.

But that doesn’t make email marketing easy. It is a big challenge first to get people to subscribe and then to keep them when they have so many other options for getting their information.

Five email marketing metrics track the return on investment that a site or business puts into a campaign with money and labor:

  1. Subscription rate
  2. Open rate
  3. Click rate
  4. Churn rate
  5. Conversion rate

Continue reading “Email Marketing Metrics Boil Down to 5 Numbers”

Email Advertising Needs ‘Visible Impressions’ to Set Rates

Email advertising may find new life by embracing the concept of visible impressions.

Email Marketing
Email advertising may find new life by embracing the concept of visible impressions.

Visible impressions is a new online industry trend that says the value of an ad impression is based on being visible on a Web site without requiring the user to scroll down the page to see it. In other words, the ad appears somewhere at the top of the page.

The concept supports the branding part of online advertising. If the site visitor can see the ad, he or she may register the brand for future consumption. The visitor doesn’t have to click on the ad for it to have credible and measurable value.

But the concept faces a unique challenge in the email marketing environment because of low open rates and images that are blocked by email readers. Continue reading “Email Advertising Needs ‘Visible Impressions’ to Set Rates”