Category Archives: Email List Trends

Why segmenting email lists is necessary to drive business

Why segmenting email lists is necessary to drive business

While email marketing campaigns were once one-size-fits-all, times have changed and strategies need to be adjusted if businesses want to maximize the effectiveness of their efforts. According to Marketing Land, the main way marketers are doing this is by segmenting the subscribers on their email distribution list. Many companies are catching on to this trend and changing the way they approach email marketing accordingly. 

Marketing Land advised strategists to first focus on determining their best customers. This should be the segment that strategists put the most time and effort into. Loyalty should be rewarded, and the best customers need to made aware of their exclusive status. A friends and family offer is a great way for marketers to deliver that message. By giving privileged customers the option of extending their discounts and perks to their loved ones, businesses increase their chances of boosting brand loyalty.

Increase volume for those well-deserved buyers
All customers like to know that they are receiving special treatment. When businesses send their most valued buyers the option to sign up for an exclusive email chain, they open the opportunity to send more messages more frequently. Because these top clients have chosen to sign up, they are much less likely to become irritated by the increased amount of emails coming their way. 

When businesses offer exclusivity, they need to follow up on their word. Marketing Land reminded marketers that these customers expect to be rewarded when they commit to taking on more emails in their inboxes. By delivering on their promises with exclusive promotions, discounts and deals, businesses are more likely to satisfy their favorite customers and retain them as their most reliable buyers. 

Targeting seasonal and inactive customers
Although businesses would ideally maintain their holiday customer base year-round, Marketing Land explained that they cannot deny the effectiveness of honing in on the seasonal crowds to get the best marketing results. Companies should time their email marketing campaigns with upcoming seasonal events and tie together offers that would appeal to customers during a specific time of year. This will bring in more seasonal business and likely remind once-a-year customers to come back during the off-season. 

If marketers still have the addresses of old customers on their email contact list, it is a great idea to reach out to them and try to spark interest once again. Customers might be pleasantly surprised by a campaign reminding them of their positive shopping experiences with that company. While some customers have made up their mind not to shop with a brand again, it can never hurt to try, pointed out Marketing Land. 

Other benefits of segmenting an email marketing campaign
A common complaint about email marketing methods is that they don't appeal to people personally. By segmenting campaigns, marketers are in a much better position to develop customized content to consumers based on their experiences with the brand. According to Business2Community, sending tailored emails to every customer is out of the question, but segmenting is the next best choice.

Recipients of email with a personal touch are much less likely to unsubscribe. Business2Community asserted that these details can be as small as including a zip code with nearby branches. This will keep customers engaged and attentive to any new emails sent their way. Segmenting campaigns doesn't need to be complex, and the benefits can really pay off in the long run. 

Too many businesses develop an email database only to have it wither away as customers continue to unsubscribe and file complaints. Marketers who segment their campaigns can expect to hold on to their hard-earned email addresses. 

5 predictions for email marketing in 2014

5 predictions for email marketing in 2014

The peak of the holiday shopping crunch is upon us, and some marketers may still be in the midst of planning their holiday promotions and making sure their messages send to their email marketing lists without a hitch.

If you're using email marketing solutions like automation, however, and have your campaigns already mapped out and set to launch, perhaps you're ready to take a wider view of your email strategy and reassess your approach for the coming year. Here are six predictions for email marketing in 2014, so you can plan ahead for the challenges.

1. Mobile takes center stage
Companies can expect the ongoing trend of email reading on smartphones and tablets to gain more traction among consumers next year. In a column for Customer Think, LeadFormix co-founder Shreesha Ramdas predicted that mobile will become the primary platform marketers think about when they try to reach their customers via email.

"Going forward, best-in-class companies will design and time emails primarily for the mobile. Companies that frequently run email marketing campaigns will turn to responsive design email templates," Ramdas wrote.

2. Marketers continue to integrate email and social media
The benefits of a multichannel marketing approach that links email campaigns to social networking sites have been much discussed this year. In an online environment where consumers are plugged into a variety of platforms – Facebook, Twitter, Instagram - in addition to email, the strategy helps increase engagement and get a unified sense of a firm's brand out to customers. Ramdas predicted that 2014 would see an uptick in the number of marketing emails that include "share" and "like" buttons, as well as icons that link directly to companies' social media pages.

3. The inbox becomes more dynamic
On the technical side, responsive email design – the layout technique that leverages HTML5 coding to create messages that adapt to different types of screens – will go hand-in-hand with the mobile craze. In a post for ClickZ, Return Path Vice President of Professional Services Margaret Farmakis predicted that this advanced design strategy will put increased emphasis on the email inbox itself as a center of dynamic customer experience.

"An email message's ultimate goal was to drive an action away from the inbox to a more interactive, content-rich experience like a website or landing page. … HTML5 is fundamentally changing this by making the inbox a dynamic place where consumers can experience content directly," Farmakis noted.

4. Copy gets more concise
In fact, the visual elements of marketing emails may begin to take a more central role. In a social media-obsessed age, everyone is a source of content. Ramdas suggested that consumers have become "text-weary" in the current digital climate, and as such, conciseness will likely become a key virtue for email marketers, both in subject lines and the copy in the body of the email.

That's not to say that written content will become less important. Rather, the new challenge of email copywriting will be to frame an offer to near perfection, using as few words as possible while still communicating a sense of the company's brand to its email contact list.

5. Privacy and CAN Spam compliance grow more important
In the whirlwind that has followed revelations of the National Security Agency's cyberspying programs, consumers have grown more insistent on the privacy of their data. One of the most common fears among consumers is that the information they give to companies will be used in ways they didn't authorize. As such, it's essential that marketers build trust between themselves and their readers, and this means making sure that emails are in compliance with CAN Spam regulations.

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Get inspired with these examples of email marketing innovation

Get inspired with these examples of email marketing innovation

Marketers are likely to be sending higher volumes of promotional messages to their email contact lists during the busy month of December, and let's face it: Ideas can run out relatively quickly, especially as exhaustion sets in. 

At such a time, there's no shame in looking to competitors and businesses in other sectors for examples of how to keep the creativity flowing in your email marketing campaigns. Rather, it's often necessary to take a cue from other companies, as it can help marketers stay abreast of the latest trends in their field. Here are a few of the most instructive examples of creative branding in recent email campaigns, as well as developments of relevance to marketers.

Trader Joe's emphasizes relationship
During the holidays, it's generally assumed that consumers are looking for a great deal. Shopping lists are long, and prices can add up quickly, so it's natural for people to jump at the opportunity to cut costs. After all, steep discounts are what Black Friday and Cyber Monday are all about.

Trader Joe's, however, took a very different approach to its Cyber Monday email promotions. According to Practical Ecommerce, the natural foods grocer sent out an email promotions that didn't focus on sales or prices. Rather, the company took an informational approach, reminding customers about the availability of its Fearless Flyer shopping guide, which helps shoppers navigate Trader Joe's products relevant to the holidays. It also opened up two-way communication by including an invitation for recipients to email the company and write about their favorite items they bought at the store in 2013.

"The lesson here may be that holiday marketing is really an extension of the marketing that you do all of the time. If you are building customer relationships in July, those customers are probably going to shop with you during the holidays," Practical Ecommerce noted.

Uline goes back to basics
While the holiday shopping rush is naturally focused on consumers, that doesn't mean that only B2C companies find success in offering promotions this time. B2B firms are also reaching out to their business email lists in an attempt to capitalize on the shopping-centric season. 

Practical Ecommerce noted that B2B retailer Uline, which specializes in packaging for businesses, recently sent out an email to its clients that offered a 40 percent-off promotion on one product, corrugated cartons. The strength of this email, the source suggested, is its simplicity: It highlighted a uniform discount on a single item, and even its layout was streamlined. Furthermore, the offer extends through January, so it's more tailored to the needs of business owners and company buyers, who aren't as likely to get caught up in the one-day Cyber Monday craze.

Facebook blends email and social media
Email marketers are aware by now that social networks are their friends rather than their enemies. In a column for ClickZ, LiveIntent Chief Operating Officer Dave Hendricks noted the benefits of Facebook's Custom Audience tool, which allows companies to market to email contacts who spend time on the social media site.

"Your email addresses are valuable beyond your first party newsletter-based email campaigns. If they aren't reading your emails, you can use Hash IDs to find them on an increasing number of custom audience platforms that support this standard," Hendricks wrote.

Google prioritizes intent
While marketers remain friendly with Facebook, Google is likely to be a bit less popular: The Promotions tab it recently added to Gmail means marketing emails may be less likely to get a look from recipients. Hendricks pointed out, however, that the development presents an opportunity rather than a stumbling block, as it allows for more intent-driven email opens.

If you stay aware of trends like these and think about how to take advantage of them or incorporate them into your own email campaigns, it's hard to imagine running out of ideas.

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Essential email marketing tools for the holidays

Essential email marketing tools for the holidays

With the major shopping seasons of late November and December just around the corner, your holiday emails campaigns are probably well underway by this point. It's not too late, however, to take stock of your strategy and make sure you have in place the tools that will allow you to use your email marketing list in the most effective way possible.

There's a variety of tools available in these three cutting-edge categories that can help you provide your contacts with a better email experience than the competition and keep you informed about how recipients are reacting to your campaigns.

You've probably heard the word analytics tossed around before, and most likely, you know that Google is one firm that provides them. The term covers a wide range of tools that help people make sense of data. As an email marketer, there are many benefits that an analytics platform can offer, and the vital holiday season is as good a time as any to acquaint yourself with them.

Marketing solutions provider Mailgen, for instance, integrates with Google Analytics to tell marketers when recipients open emails, click on embedded links and make purchases, Business News Daily reported. In the case of emails read on mobile devices, the tool also tells you what kind of smartphone or tablet each contact was using, so that you can optimize your email layouts for your recipients' preferred operating systems.

Contact management 
Large email lists need a lot of care and attention, and even the best analytics won't do the work of building segmentation lists based on pertinent data for you. As such, some marketers make use of contact management tools to help bear some of the burden.

ZDNet recently reported that Constant Contact had announced an update to its service that enables users to create a variety of email list segments based on enriched data, including how contacts are interacting with one another through email and other platforms.

Business News Daily noted that Constant Contact also has an automatic unsubscribe feature, so when users opt not to receive your emails any longer, you won't have to worry about manually removing them from your database.

A more stripped-down form of content management is offered by Canadian firm CakeMail, whose service comes preloaded with personalized campaign templates to help you speak more relevantly to your contacts, according to ZDNet.

Certain types of automation can help you manage your campaigns, too. GetResponse's Autoresponders 2.0, for example, helps marketers create an automated email send calendar so that messages will be delivered when they're most relevant, Business News Daily wrote.

Great layouts can be an excellent way to ensure that your holiday emails aren't overshadowed by the numerous other messages that are appearing in your contacts' inboxes.

In fact, failing to design attractive emails can turn customers away from your brand, especially if they're reading on a mobile device. A study by Yesmail Interactive showed that 44 percent of the public found emails that require users to perform excessive scrolling on their smartphones were difficult to read. Meanwhile, 29 percent said that the emails they received were simply laid out incorrectly for mobile, and 27 percent thought there was too much content in the messages.

If you're a layman when it comes to coding and the prospect of laying out email designs seems intimidating, iContact's Message Builder may prove helpful. Business News Daily noted that the tool, which requires no coding skills, has hundreds of attractive, flexible templates you can tweak to your vision by dragging and dropping elements into the design.

Equipped with your chosen set of tools, you'll be able to market in ways the customers in your email database are sure to remember, even in the midst of the holiday promotion mania.

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2 recent trends in email marketing for retail

2 recent trends in email marketing for retail

With the holiday season just around the corner, retailers may already be thinking about what kinds of promotions, offers and new products they'll be marketing to their email contact lists. Here are two of the most recent trends in retail email marketing for you to consider before you launch your next campaign.

Starting early
That said, don't spend too long considering them: The first trend is the early start date on which retailers are choosing to send holiday promotions. A recent study by Experian showed that 49 percent of marketers planned to get their campaigns in motion before the end of October. The survey revealed that marketers felt the best time to send their strategic emails was during the first two weeks of November. The planning stages started even earlier. June was the month of choice to start thinking about end-of-year marketing for 18 percent of respondents, while 69 percent said strategizing had gotten underway by August.

Perhaps careful, long-term planning shouldn't come as a surprise: Experian emphasized that marketers stand to gain more this holiday season than in many recent years.

"Our consumer confidence data shows it as the highest it's been since the recession, so we expect the early promotion trend to carry over into the holiday season with Black Friday deals being offered even earlier than last year," said Experian Marketing Services' General Manager of Global Research Bill Tancer.

Holiday campaigns should also prove to be sophisticated, as 83 percent of respondents said they planned to coordinate their efforts across a range of marketing channels.

Marketing to men
While much of retailers' efforts have traditionally been focused on marketing to women, that imbalance may soon be evening out. According to Forbes, men are becoming more conscientious about their appearance, and they're doing a good deal of their shopping online. It's hard to draw any other conclusion when Google searches of the term "pocket squares" have tripled since 2010, according to the source. The news source suggested that men like shopping on the Web in part because of the privacy, lack of time constraints and freedom from pressure it affords them.

Furthermore, a study by iProspect revealed that 70 percent of affluent men shop and research what they buy online, while 67 percent make purchases on a mobile device.

In light of these statistics, marketers might consider devoting a segment of their targeted email list specifically to male contacts, offering them promotions they can take advantage of from the convenience of the web or mobile browser.

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Software helps email marketers defeat the odds

Software helps email marketers defeat the odds

It's no easy task turning your email marketing list into real customers, although it remains essential to make the effort.

According to a study by Kentico Software, 77 percent of consumers are resistant to unsolicited emails. Furthermore, 36 percent of respondents said they only read about a quarter of the message when they receive an email they signed up for, while only 10 percent read all of it. In fact, a sizeable chunk – 12 percent – said they don't read it at all.

However, when email marketing is effective, the payoff is greater than it is with many other promotional channels. A recent report by Custora showed that nearly 8 percent of all new ecommerce customers acquired in 2013 were gained through email campaigns, while Twitter and Facebook claimed barely 1 percent each. Furthermore, the projected profit companies expected to generate from customers gained through email promotions was 12 percent above the industry average, the study revealed.

Email can't simply be put aside as a promotional channel, and despite the difficulties, most successful marketers find they need to make use of it.

PromotionWorld recently pointed out a few easy methods by which firms can tell if their email marketing efforts aren't taking off. Companies should begin by setting clear goals, the source suggested: Everyone involved in launching an email marketing campaign should be able to clearly articulate the project's end goals, and if they can't, then the team should consider starting over.

Several other points PromotionWorld enunciated make it necessary for marketing teams to employ more sophisticated tools. Marketers need to know if their statistics – click-through rates, open rates and other factors – are worsening or not improving, and they'll also need to segment their targeted email lists and send different messages to customers with different interests, the news source noted. 

Software can help your emails generate results
Luckily for marketers, many software providers offer solutions that make it simpler and easier to monitor these data points. 

Ongage, for example, recently announced a new edition of its email marketing optimization software. Once available only to companies who had adopted cloud computing, the firm has now extended the service to clients who choose to store their data in on-premise servers. The central feature of the software is a front-end dashboard that shows multiple email campaigns' performance data and analyzes that information for the marketer's use, Ongage said.

Meanwhile, Nuraxis has revamped its own email marketing software platform, SendBlaster. The new edition of the service features hundreds of new email templates, some of which have been designed specifically to promote responsiveness by the recipient. It also includes new editing tools for messages and email layout and an easier email unsubscribe feature, easing some marketers' worries about CAN Spam compliance.

Nuraxis' CEO Antonio Demelas emphasized what the new platform has to offer marketers looking to add some sophistication to their approach.

"We made existing features simpler and more intuitive, like improving the message editor and introducing the global unsubscribe and bounce feature, and we have also introduced some new features like Programmable tags that more advanced marketers will definitely enjoy," said Demelas.

St. Louis, Mo.-based firm 1AutomationWiz also announced it would be bolstering its info-publishing software by integrating its email autoresponder platform with the newest edition of Google Analytics. With the company's email automation system now linked to Google's data tools, marketers can track their emails' performance across any information points they choose. Thereby, users can better understand which aspects of their campaigns are most successful and which are simply not working. The new tools also make it easier to conform to anti-spam regulations, the company said, and marketers can hope that better compliance will reinforce the trustworthiness of their emails for recipients.

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Why segmenting your email marketing list matters

Why segmenting your email marketing list matters

You know, of course, that all those addresses on your email contact list belong to real people – but how much do you actually know about them?

Marketing solutions providers are increasingly offering tools to help you understand more about the people who read your promotional messages and market to them based on that information. HP, for example, recently announced the release of its Digital Marketing Hub. The Big Data application processes large volumes of information and provides an analysis of each customer in your email database, allowing you to craft a marketing experience personally targeted to your customers.

If analytics and personalization are new to your email strategy, you might consider segmenting your email list as a starting point.

How to start collecting data
You'll need some level of analytics to do it, but the basics of segmenting your contact list are simple: A marketer separates email recipients into groups based on certain criteria and sends each group different emails specifically targeted to them based on this shared data. The end goal of such a strategy is to maximize consumer engagement with emailed content, so that they will be more likely to follow up on promotions.

Fortunately, much of the information necessary to segment a list in this way is more readily available than you may think.

For example, ClickZ recently pointed out that data can be obtained even from contacts who do most of their shopping in physical stores. You can provide email addresses to a data on-boarding firm, who can then match them with cookies generated by in-store purchases made on loyalty cards. The information you receive will reveal the kinds of items your contacts recently bought.

The news source also pointed out that social media sites can be leveraged to gather information about your email subscribers. You probably already shorten the links you post to Facebook and Twitter with a Demand Side Platform (DMP) that redirects the viewer to the original site. In doing this, the DMP also creates a cookie for every user who clicks on your link.

How to segment your list
Once you've learned more about the people reading your emails, you can segment your list based on fundamental criteria. The data may be simple, but utilizing it can prove highly effective.

Business 2 Community laid out the basic criteria that can be used for segmenting. Gender, age and income are some of the simplest factors, but there are more complex data points. For example, you may want to segment based on employment status. A contact might be a student, self-employed, retired or a homemaker, and people who fall into these categories may be interested in very different products.

The news source also recommended that business to consumer (B2C) marketers segment their lists based on homeowner status – whether the contact is a homeowner, renter or living with relatives – and family criteria like marital status and number of children. For business to business (B2B) lists, marketers should consider taking their contacts' revenue and number of employees into account.

Beware over-segmentation
Take care that you don't become too zealous in your efforts, as some companies have testified that too much segmentation can actually lead to less optimal marketing practices.

CMO recently reported that fashion retail firm Ozsale moved away from sending identical emails to every customer and acquired analytics to fuel a more targeted approach – and as segmentation criteria became more specific, the company sent fewer emails. As a result, sales dropped.

"We've since stepped back from that a little bit and are now offering personalized, relevant content but to a very, very broad customer segment," noted Ozsale executive Carl Jackson, according to the source.

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The email unsubscribe: Blessing or curse?

The email unsubscribe: Blessing or curse?

Given the considerable time, effort and cost it takes to develop and grow an email marketing list, it can be difficult to bring oneself to include the unsubscribe button at the bottom of every promotional email, as CAN SPAM compliance dictates. However, while the law that requires companies to make it easy for consumers to opt out of receiving marketing mails does pose potential problems and difficulties, there may be hidden benefits to the unsubscribe.

The tale of the silent unsubscribe
Ultimately, few among us would pose the argument that consumers should not be able to opt out of receiving unwanted emails. It's clear that the ability to unsubscribe should be protected – and few email marketers like the idea of sending messages to a host of people who view them as an annoyance.

However, the one-click unsubscribe has made matters complicated for both companies and consumers in the past. According to Biz Report, an enthusiastic subscriber of email tracking solutions firm Litmus sent the company's monthly newsletter to 85 co-workers on his email contact list. Of course, many of those recipients couldn't tell why they had been sent the message and incorrectly believed it to be spam. Accordingly, at least one of them clicked the unsubscribe button – and in doing so, opted out of Litmus' emails on behalf of the co-worker who had originally sent out the newsletter.

This phenomenon is what's known as the silent unsubscribe, according to the news source. CAN SPAM-required opt-out links – which prohibit companies from sending a second email confirming a customer's desire to stop receiving the messages – are connected with the original subscriber, so if he or she forwards a promotional email and that recipient clicks the unsubscribe button, the contact on the company's actual email list will be the one who no longer receives the messages.

Litmus offered an easy fix for the problem on its official blog. A simple piece of code can be applied to any email that makes forwarded versions of the message appear differently. When a subscriber forwards one of your emails, this code should block the unsubscribe button and instead contain a feature that allows the new recipient to subscribe as well.

How the unsubscribe works for you
Despite the loss of email contacts that can result from silent unsubscribes, including an opt-out feature in your emails can actually benefit your overall marketing strategy.

The National Law Review pointed out that the unsubscribe is a way for companies to create more targeted email lists.

"The value of unsubscribe … is that it helps you reach your goal of creating a highly motivated core list of clients and prospects more quickly," the news source wrote, suggesting that emails shouldn't hide the unsubscribe button but rather make it easily visible beside a short description of what those who choose to opt out of your newsletters and promotions will be missing.

Furthermore, companies are learning how to use recipients who unsubscribe to their advantage. A study recently released by Return Path showed that 25 percent of companies now offer unsubscribers different content or the option to receive less frequent emails, compared to 8 percent in 2008. Additionally, 22 percent now solicit feedback when a customer opts out, whereas only 7 percent did likewise five years ago.

While companies are getting smarter, they're also getting more compliant. The Return Path study revealed that 95 percent of companies now stop sending emails within 10 days of the opt-out, as CAN SPAM requires, up from 90 percent in 2008.

If you can learn how to use unsubscribes to your benefit, CAN SPAM becomes no longer just a list of things you're required to do and are prohibited from doing: It can be a marketing tool in itself.

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Recipients can help spur greater success with email marketing lists.

Recipients can help improve targeted mailing lists

Targeted email lists help businesses find new customers and maintain relationships with existing ones. However, merely acquiring a list isn't enough to boost engagement and purchases. Rather, lists require constant tweaks and updates to ensure each one is performing to its potential.

Email list maintenance: Where do you start?                    
A recent article from Business 2 Community explained that one strategy companies and organizations can implement to better manage and tailor their email marketing lists involves handing over some degree of control to recipients. 

For example, the news source said marketers could establish email subscription centers. All communications going to a customer's inbox must include the option to opt- out of receiving the messages, but why not offer exiting recipients a few options that could get them to stay, including choosing the frequency with which they receive messages or contacting them directly to deliver a personal touch?

One action firms can take is including a button that recipients may click, called "Manage my Preferences." Business 2 Community highlighted how men's clothing line Bonobos accomplished this successfully.

"Through the use of appealing language and humor, Bonobos is savvy about offering options that decrease a subscriber's likelihood of unsubscribing," Business 2 Community wrote. "As a result, Bonobos retains 25 [percent] of those who would have otherwise opted out."

Sometimes the problem may be your content                                            
If businesses are seeing an exodus of recipients, establishing a subscription center may not be enough. Companies facing this issue could be targeting recipients incorrectly, failing to segment them by interest and demographics or simply not providing content that grabs ahold of their attention.

Folio magazine suggested breaking a few​ of the tried-and-true rules to see if anything sticks. For one, many businesses are advised to avoid the term "free," as it often has the effect of shuffling messages straight to spam. However, the news source asserted that in some cases, using this word can work.

Additionally, test out both HTML and text versions of the same email. "Text may but ugly, but ugliness did not stop Frankenstein's monster from getting a bride," Folio noted.

Winning over an email marketing list is just as much about industry best practices as it is knowing your customers. A targeted, dynamic message is always more likely to win over consumers than a generic blast.

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Data can be leveraged to help drive email efficacy.

Optimize email databases with consumer-driven strategies

Email marketing lists have been helping businesses and organizations reach out to new customers and connect with existing ones for years now. While it may be tempting for experts to predict its replacement – and many have tried, pointing to social media – the marketing channel has proved not only resilient but a workhorse, producing results and driving revenue.

That being said, not all business emails are created equal. Some drive click- and open-rates higher, while others spur customer attrition as recipients abandon the email distribution list. So, in this atmosphere of uncertainty and high stakes, what strategies can marketers adopt?

Who are you sharing the inbox with?                       
New technologies have enabled advertisers and businesses to accumulate an increasing amount of data on existing customers and target markets, which allows them to segment and speak to specific groups' needs and desires. This has proven successful, yet a recent article from MediaPost asserted there is more data to be leveraged that could give firms a critical competitive edge.

According to the news source, marketers are now examining head-to-head engagement, which refers to how recipients behave when multiple promotional emails share the inbox. These don't have to be from direct competitors - marketers are focusing on anyone clamoring for shoppers' attention. These comparisons can help businesses discover what tactics work with consumers and which are more successful versus those used in other emails. MediaPost used the example of a "winback" campaign to demonstrate the effectiveness of this strategy. 

"Just look at the winback messages your subscribers are getting, avoid the elements that aren't engaging them, include the ones that are, and hone your winback campaign from there," MediaPost explained. "By starting from a proven concept, you'll generate more revenue sooner, but you'll also learn things about your subscribers that can apply beyond the email channel." 

Be creative with how content is delivered                     
Just because marketers are using email to deliver messages, that doesn't mean those communications need to be solely in text. Images and videos are effective and increasingly popular ways to connect with consumers. 

In fact, a recent study by The Relevancy Group found that embedding video in email messages increased clickthrough rates by 55 percent and the amount of time subscribers spend reading an email by 44 percent, daze info reported.

To optimize email marketing lists, businesses and organizations may want to seek out experienced marketers and data specialists to take their content to the next level.

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