Monthly Archives: August 2013

Event planners consider email to be the "workhorse tactic" of their marketing efforts.

Events industry sees utility of email marketing

The events industry is no novice when it comes to marketing. Professionals understand the importance of targeted email lists for reaching individuals and convincing them of the value of attending.

This was underscored by a recent report, "Digital Playbook," which outlines how digital marketing strategies such as business emails help event enterprises save money while furthering their strategic growth plans, BtoB Online reported. In fact, of 480 events organizers and marketers, more than two-thirds indicated that they maintain a digital strategy, attributing a greater share of their revenue to digital tactics than those who did said they do not utilize a digital plan.

"You can't cut your way to growth," David Rich, senior vice president of strategy and planning at George P. Johnson Experience Marketing (GPJ), said. "It's great to use digital to contain costs, but on top of that we have to ensure that we're using digital to reach more people, to stay connected and engage more deeply, to provoke people to speak positively and become advocates."

Furthermore, the success experienced by those who implemented a digital strategy has underscored the importance and utility of digital marketing channels. Approximately 56 percent of respondents said they are shifting from traditional, paper-based tactics to a more digital focus.

Email marketing, in particular, was pointed out in the survey for its "workhorse tactic." Around 70 percent of brand marketers and event organizers cited it as a top revenue generator, especially when used in combination with other channels.

For event marketers who invest in quality email databases, they may be able to make email work even harder for them, using a strategic, big-picture approach to ensure their event listings and information reach the correct respondents and sponsors to guarantee a successful event.

Email newsletters key to real estate agents looking to sell properties.

Real estate agencies tout importance of targeted emails

Like firms in many industries, real estate agencies depend on attracting new customers and maintaining relationships with loyal ones to not only stay afloat but also reach higher levels of success. Part of this involves employing a marketing strategy, such as sending business emails, that’s convenient and engaging for individuals searching to expand their property holdings or simply purchase a new home.

Property Observer recently pointed out the importance of email newsletters to boosting relationships with consumers and communicating news, trends, upcoming events and listings. However, this medium is an ongoing communicative effort – often requiring much more work than traditional media.

For example, agents need to know the best days and times to send their email communications to reach shoppers. According to the news source, these days tend to be Tuesday, Wednesday and Friday, with Saturday and Sunday generally registering low open and click rates.

“Tuesday has long been seen as one of the best days for email marketing to your database and that appears to be sound thinking, there’s lots of research to support this,” Property Observer explained. “With weekends a prime time to visit properties it also comes as no surprise that Fridays are popular – it’s common sense.”

Realtors would be well-advised to ensure their emails are also mobile-optimized. This not only allows potential clients to receive updates anywhere and even potentially swing by a showing on their way home from work, but recent research revealed mobile devices are the prime channel for reading emails.

Movable Ink’s “U.S. Consumer Device Preference Report: Q2 2013″ found that the largest consumer brands saw 62 percent of their marketing emails being opened via mobile devices, compared to 38 percent being read on traditional desktops.

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Will promotions tab reduce click rates?

Is Gmail ‘promotions’ tab really just a demotion for email marketing?

This summer, Google implemented changes to Gmail, stirring worries among many companies about how their business email initiatives would be affected.

The multi-tabbed system introduced includes three sections – “primary,” “social” and “promotions” – effectively screening emails and sending them to the correct locations. For businesses, this spurred many concerns about how successful their online newsletters, updates and discounts could be if they were no longer occupying a place of prominence in recipients’ inboxes​, and instead were relegated to “promotions.”

Small businesses aren’t the only entities that could be hurt by the changes. Nonprofits, which often rely on direct email campaigns to boost funding or collect signatures, would also be funneled into “promotions,” International Business Times explained. Yet will the new tabs really hurt companies’ bottom lines or open rates?

Studies from MailChimp and Constant Contact have only found slight decreases in open rates since the changes went into effect, with the former noting that the percentage of recipients reading marketing messages dropped from 13 percent to 12 percent. However, both firms emphasized that it’s still too soon in the system’s deployment to truly gauge how it will affect the number of people on their targeted email lists reading their communications.

“Don’t overreact to a change like this,” Julie Niehoff, director of field education and development for Constant Contact, told the news source. “This is not the time to change your marketing strategy. It’s too early to tell.”

However, other industry insiders offered an even more pragmatic outlook on the development. Lyris CMO Alex Lustberg told Marketing Land that consumers have always filtered their emails, so the new system isn’t really that different at all. Instead, Google just does the work for them.

A deep understanding of how the “promotions” tab affects business will require at least a year of observation. Until then, the general advice seems to be, “stay calm and keep emailing.”

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If a business' email messages aren't optimized for mobile, they risk being deleted unseen.

Neglecting mobile email optimization could hurt business

As if businesses didn’t have enough reasons to use their email marketing lists to reach consumers on both mobile devices and PCs, new research indicates that failure to optimize messages for smartphones and tablets could have a detrimental effect on open rates and potential revenue.

Recent research from Constant Contact and Chadwick Martin Bailey found that 75 percent of consumers are “highly likely” to delete emails that do not correctly open on their mobile devices, and 80 percent believe it is “extremely important” to be able to read emails via this medium. This finding isn’t terribly surprising considering the widespread use of smartphones and tablets in everyday life.

“The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging,” said Jim Garretson, mobile product manager at Constant Contact, in a statement. “By simplifying email marketing campaigns, marketers can take an essential and effective step towards becoming mobile-friendly.”

Additionally, mobile emails are particularly important for businesses looking to appeal to younger demographics. The study found that 88 percent of millennials read messages on mobile devices, with 50 percent calling their smartphones their primary email devices.

For companies preparing to launch mobile-friendly emails, it will be important for them to remember a few key facts about mobile devices. To illustrate, any buttons or links a business wants to customer to tap must be separated enough from another to prevent accidentally selecting the wrong thing. Additionally, the subject line needs to be even more direct and succinct, as the number of characters is usually limited to 35.

Firms shouldn’t shy away from adopting mobile strategies, as the channel offers the potential to boost the effectiveness of traditional business emails.

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