The company is probably one of the most popular email service providers, serving more than two million users which range from startups to Fortune 500 companies. So the numbers are somewhat significant. A former study dates from 2010 – I mentioned it a while ago. The new one again pulls open rates, clicks, bounces, complaints, and unsubscribe rates. It includes 669 million sends, that’s 65,000 campaigns, which went at least to 1000 subscribers each.
However, if the table looks like a data cemetery to you, check out the following two figures. I condensed the numbers and put them into an interactive graph using the wonderful rgl. This way, you can better compare all the different industries. Continue reading →
The discussion on combining email with video normally focuses on how to play clips directly in newsletters. However, haven’t you ever wondered how you could use your video clips to build lists or capture leads more effectively? I just stumbled about “Wistia”. It seems to be a nice service for that purpose. They also offer a freemium plan: Upload up to three videos and use (most of) the features for free – forever. I couldn’t resist trying it… Continue reading →
I’m seeing more graphical countdowns in emails lately (e.g. TigerDirect’s Black Friday email). No wonder: They are great means to increase the pressure to act today, and not tomorrow (or never).
Marketers use such timers in flash sales and traditionally in their Christmas communication. Typically, around Christmas you see messages like “x days left until xmas” or “y days left until the last order date for punctual delivery”. On every email opening, the countdown image renders the actual time that is left until the offer runs out. Some images even come as animated gifs so that the user sees his time slipping away in realtime.
Sounds nice, doesn’t it? So here are two ways, how you can incorporate such timers into your newsletters. Continue reading →
“There is the catastrophe: double opt-in legally inadmissible” (Dr. Schirmbacher), “one of the most serious und fatal failures of justice in the last 5 years” (Dr. Bahr). Those are just two out of many comments. In fact, I haven’t seen any positive ones among experts until now. And I don’t think there will be any.
Many have been debating the use of symbols for months, now. To my knowledge however, one question remains: Which symbols are safe to use, and which ones trigger colorful emojis on iPhones/iPads and in Hotmail/Outlook.com? I put it to the test on emailmarketing.de last week. Here is a summary plus a little add-on. Continue reading →
RFM stands for Recency, Frequency, Monetary Value. It’s a simple and yet effective customer scoring algorithm that has been used for about a hundred years, now. Especially in catalogue marketing, because RFM saves costs: The method discriminates possible responders from non-responders before the send out. RFM scores correlate with the likelihoods of responding to the next offer.
Email marketers do also use RFM analysis. Less, to save costs (email is “for free”), but more to predict subscriber values and to: Continue reading →
Multivariate testing is a bit underrated. Marketing weblogs mostly focus on A/B or A/B/n tests. Those are quickly set up. But they often provide only incremental gains. MVT are more promising with regards to the outcome. Let’s look at how they work. Continue reading →
I want to share some testing results with you. For a couple of weeks, I ran a split A/B/C/D test on this website. The goal was to see, if I could convert more visitors to email subscribers. “Which test won”… can you guess it? The results are quite interesting. Continue reading →
Powerful visuals “own”. They can be very effective in activating your subscribers emotionally, and they are much more easily processed than text. Thus, images usually catch the reader’s eyes first after opening an email. This is a completely natural and unconscious reaction – the brain consumes less energy compared to reading.
Only videos can exceed the power of pictures. However, as most email clients don’t like modern web technologies, it’s still a challenge to bring videos into the recipients’ inboxes. Converting them to animated gifs, which work most of the time (except for Outlook 2007/2010/2013), isn’t a perfect solution for several reasons. Cinemagraphs are compromise between images and videos. Logically, they grow in popularity among email marketers. Continue reading →