Monthly Archives: April 2015

Did you know? Email Marketing Stats

You might be surprised at how many marketers and companies still see email as less than ideal. Years of spam and junk mail have left a poor taste in the mouths of decision makers left and right. However, whether you are in a B2B or B2C industry, Email Marketing is one of the most cost effective and easily tracked mediums.

It literally costs pennies per person you want to reach out to, and you can be as specific with your targeting as necessary. You can drill down as much as you want with your targeting, so literally your most ideal prospect will be receiving your message.

It is also fully trackable. With countless metrics to track engagement, and the ability to pinpoint who purchased from you Email Marketing is one of the easiest ways to prospect for, retain and manage the lifecycle of your clients.

Do you agree with these? Do they surprise you? Leave us a comment!

Email Marketing Stats

  • 80.8% of users report reading email on mobile devices. (HubSpot)
  • In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. (eMarketer).
  • Over 50% of respondents say they read most of their emails. (HubSpot)
  • Click through rate (CTR) is higher when using the recipients first name in the subject line over no use of the first name. (HubSpot)
  • CTR is higher when using the recipients company name in the subject line over no company mention. (HubSpot)
  • 88% prefer to receive HTML emails vs. 12% who prefer plain text from companies. (HubSpot)
  • 65% prefer emails that contain mostly images vs. 35% who prefer mostly text. (HubSpot)
  • 6 AM has the highest CTR of any hour. (HubSpot)
  • Most unsubscriptions come on Tuesdays (0.52% unsub rate). (HubSpot)
  • “Click Here” gets the highest % of clicks over “Go” and “Submit.” (HubSpot)
  • In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. (eMarketer).
  • 59% of B2B marketers say email is the most effective channel for generating revenue. (BtoB Magazine)
  • 49% of B2B marketers spend more time and resources on email than on other channels. (BtoB Magazine)
  • Triggered email messages get 119% higher click-through rates than “business as usual” messages. (Epsilon)
  • Your most recent subscribers are the most likely to click through. (HubSpot)
  • Saturday has the highest CTR at over 9% (Sunday is second just under 9%). (HubSpot)
  • Nearly two thirds of marketers rate their company e-mail as poor or average and less than 4% rate it as “excellent”.
  • 91% of consumers check their e-mail at least once a day. (Mark The Marketer)
  • 56% of businesses say they plan to increase their use of e-mail marketing in 2014. (Mark The Marketer)
  • 42% of marketers use e-mail service providers for services beyond e-mail broadcasting. This is up 12% from 2010. (Mark The Marketer)
  • 74% of consumers prefer to receive commercial communications via e-mail. (Mark The Marketer)
  • E-mail is the most popular activity on smartphones among users ages 18-44. (Mark The Marketer)
  • Over half of smartphone users grab their smartphone immediately after waking up. (Mark The Marketer)
  • 64% of decision-makers read their e-mail via mobile devices. (Mark The Marketer)

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The power of WHY, and how it can help marketers

with great power comes great responsiblility

If you don’t have children, perhaps you remember when you were still growing up that you probably asked a lot of questions. Why is the sky blue? Why does daddy go to work every day? Why, why, why?

For many of my professional years, “Why?” was not a part of my vocabulary, and when it was I wasn’t using it effectively. When putting campaigns together for my clients now, I still catch myself taking what they give me and simply inputting it into their campaign. Rarely did I ask “Why are we putting this in the campaign?”, “Why are we taking this approach?”, “Why are we using this message?” WHY is powerful. Check this out…

WHY leads to more effective strategy

Identifying the true “Why” of a campaign is something that too few companies and marketers do now. But if we can address why we are doing what we are doing, everything can become strategically placed to meet an objective.

Why incorporate social media links into an email campaign? If the answer is simply because the client has a Facebook page and wants more people to “like” them, ask why again. Why do you want more people to interact with your Facebook page? Now you are probably getting to a point where your knowledge and strategy potential can become dangerously effective for your client.

“Why” can almost always dig deeper, which is a great reason that it should be the very foundation of every planning meeting, every campaign and every message. One of my clients and I recently had a why conversation that showed us that they did not have much strategy in place for their campaign and that led to us doing a complete 180 with their message.

WHY shows that you care

Anytime you are assuming that you know why a client wants to do something, you’re probably wrong. If one of your clients comes to you and says that they want to do Radio, you should definitely find out why that is. Knowing exactly what they want to accomplish, and being able to work with them to meet that objective will make you an invaluable partner and trusted resource when it comes time to make marketing decisions.

The relationship you build with your clients is key, and asking WHY is one of the easiest ways to show them that you want to learn the ins and outs of their brand. This sincere desire to know more about them is why they will work with you and why they will not drop you like a hot potato when a campaign does not work.

Show your clients that you have a sincere interest in helping meet their goals by always knowing WHY for them. Knowing WHY will help you make the best possible recommendations and build a strong and meaningful client relationships. If you stop asking WHY, your client will probably think that they’re nothing special. When someone stops feeling special and like they’re an important part of your day, they leave.

WHY makes analysis easier

It is easy to point the finger when a campaign doesn’t perform as well as everybody hopes. Looking at an entire campaign and saying “it worked” or “it didn’t work” is all too often the extent of analysis into campaigns. Looking at a campaign and its metrics piece by  piece, and asking WHY did this result happen is one of the best ways to learn and optimize.

Very rarely will everything from a campaign be a learning experience. There is normally something that worked well, and it equally important to find the wins as it is to identify the opportunities for improvement.

To be effective marketers, the WHY associated with analysis is something that we strive to use more frequently. We are very open with our clients regarding things that worked well in a campaign, as well as the things that can be improved upon next time.

With email campaigns for example, there are very easy metrics like Open Rate. If it is high, why did it work well? If it is low, why did it not work well? There is much deeper analysis that can be done for the Click Through Rate, continuing engagement, Calls To Action. Why did the campaign have (insert result for specific metric here)?

Do you want to provide detailed and effective analysis for your clients campaigns? Do you want to build stronger relationships with your clients? Do you want to implement superior strategy for their campaigns? Asking WHY works for my team. Give it a shot and let us know how well it works for you!

-Chandler Heida

Why should I care about branding?

Branding Image

What is the first thing you think about when you hear someone mention Fast Food or getting a burger? Chances are it is either McDonalds or Burger King. Why is that? Because they have been fighting for your personal Top of Mind brand awareness for your entire life.

Why does this matter to your brand? It’s simple, they are setting a branding example and doing it well. Why is branding important? Because it does a lot more than most business owners or consumers think about.

Branding Promotes Recognition And Awareness

Consumers purchase based on Top of Mind recognition. The first thing they think of when they’re ready to make a purchase is typically where they will go. If your branding is consistent across all channels, it will be easily recognizable and consumers will feel more at ease when deciding to purchase your products or services.

Your Brand Helps Set You Apart From The Competition

Nearly every company faces competition. Consumers choose one over the other based on the value they perceive and your brand plays a MASSIVE role in the perceived value of what you offer. Do your current customers know why you’re better? If you aren’t constantly reminding them why your brand is superior, competitors will easily be able to take away your marketshare and nobody wants that!

Your Brand Is Your Business DNA And A Promise

Your brand is more than your logo and the color scheme, it is everything your customers see when engaging with you. How clean are your bathrooms? Did the cashier smile at me when I was leaving? Is everything on sale? Make sure that your brand is telling customers about the kind of company you are. Not just the What of the company, but also the Why and the How.

Your Brand Is A Promise

When you eat at Red Lobster, you will always be asked if you’re celebrating anything. They promise to make your dining experience worthy of any celebration.

When you buy a Tesla, it gets delivered to your home and the service department comes to you once a year to give your car a checkup. If that isn’t the epitome of luxury vehicles I don’t know what is.

What is your brands promise? If it is friendly service with a high quality product, make sure that you can deliver on that promise. If you can’t, your customers will leave faster than you can imagine.

Your Brand Helps You Connect With Consumers Emotionally

A strong brand connects with people on an emotional level. That helps people feel good when they buy the brand. Purchasing decisions are based on value and not price, which is why brands like Coca-Cola, Apple, BMW and McDonalds are worth far more than their physical assets. They have literally purchased assets in peoples minds. This Top-Of-Mind awareness is a result of continued branding and building of emotional connections. What is your brand doing to follow suit?

Simon Sinek hit the nail on the head in his Ted Talk on how great leaders inspire action. I wont spoil all of it for you (check out the link below to get the whole scoop), but the center of your brand should be based on an idea, or your Why. That idea should be central to everybody that represents your brand and if it becomes contagious your brand will grow. If this idea permeates through your company, it can become contagious. Who knows, maybe your company could become the next Apple.