Email marketing probably sounds traditional and mature to experienced e-marketers. In fact, email marketing has altered significantly in recent years. Although open rates, click through rates and bounce rate were typical metrics to measure the performance of e-Newsletter campaigns in previous, these become less valuable from management perspectives nowadays according to a research conducted by MarketingSherpa in 2012. In contrast, CMO considers the financial ROI of email campaign indeed.
Viewing Email Preferences – By Mobile Devices
To engage e-newsletters subscribers, marketers must cope with the lifestyle of current database, viewing email behavior for instance. Reported by Nielsen in May 2011, there was 38 percent of mobile users own a smartphone while 55 percent of all new phones purchased were smartphones. This indicates there has been a shift in how people view emails from desktop computers to mobile devices. To enhance the readership of the email, designing the email for mobile platform is necessary.
Effective Testing Elements – Not Subject Line
A/B Testing is crucial to optimize email performance, however, the most popular testing elements were not always the most effective. In the past, subject line and messages are major elements to be evaluated in driving audience to open the email before mass mailing approach. However, according to the chart below, both landing page and target audience are relatively effective in doing so.
Although A/B Testing is undergone to optimize the email performance, only 15 percent of e-Marketers from MarketingSherpa research will define key metrics and brainstorm new testing ideas. Unfortunately, there are less than 20 percent of e-Marketers will review the testing results and continue to follow up the investigated details. If email data doesn’t integrate, then it is meaningless in doing the testing. These affect segmentation and afterwards lower the conversion.
Future of Email Marketing
With reference from the report, 67 percent of marketers surveyed intended on growing their email-marketing budget. To wisely utilizing the budget, e-Marketers are necessary to tidy up the database and spend efforts in segmenting the database according to the most updated preferences. Be reminded to deliver the right message to right targets at the right time.