Email Marketing Industry Census 2017

The 11th annual Email Marketing Industry Census, published in partnership with Adestra, is based on the largest UK survey of email marketers. The census takes an in-depth look at email practices being adopted, the resources being dedicated to email and the channel's effectiveness compared to other types of marketing. Personalisation, marketing automation, optimisation for different devices and the future of email are all themes that are revisited in this year's Census, and there are also new questions about the use of metrics, the application of artificial intelligence and the impact of Brexit on how companies are approaching the EU General Data Protection Regulation (GDPR). With 11 years' worth of data to assess, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating. Over 1,000 respondents took part in the 2017 Census, which took the form of an online survey in February and March 2017. What you'll learn Find out how a variety of trends around email practices, budgets and opinions have changed over 11 years. Discover other marketers' opinions on what the future of email will look like. Benchmark your own practices with the activities of marketers maximising their email efforts. Understand the challenges organisations are facing in improving their email capabilities. Key findings from the report Marketers get to grips with automation, helped by improved technology Email reigns supreme when it comes to delivering ROI, though companies must do more to measure success Companies are still under-investing in a channel which drove an estimated £29bn in UK online retail sales in 2016 Companies continue to adapt to consumer use of different devices True personalisation at scale remains elusive for many businesses, though more companies [...]

By |2017-04-20T18:49:51+00:00April 20th, 2017|Categories: Research|Tags: , , , , , , , , , , |Comments Off on Email Marketing Industry Census 2017

Simple email subject lines are failing to engage consumers: stats

However, new research by Touchstone has discovered that blind dedication to this cause could be the reason why many recipients are failing to read your emails. Using its new technology to test on virtual recipients instead of real life subscribers, Touchstone actually found that the greater the language complexity, the better the click and open rates. First, a bit more information... Methodology For its study, Touchstone used two methodologies. The first was the Coleman–Liau index, which relies on the number of characters in a word instead of syllables. The second was the Automatic Readability index, which like Coleman-Liau, primarily uses the number of characters to gauge the understandability of a piece of text.  The text is then classified by the US grade system, ranging from being understandable by a child in kindergarten through to the level of an undergraduate university student.  Other methods might use the number of syllables in a word to define complexity, but the Touchstone algorithm is not currently programmed to think in terms of syllables. Examples of subject lines: Grade 2-3 Rewards Coupons, Fri. and Sat. Big flight savings Don't miss these awesome deals Grade 6-7 You qualify! Because you're an email subscriber: awesome savings in top destinations Tired of always looking exhausted? ORDER GIFT CARDS FEE-FREE: PERFECT FOR GRADUATES University  Easy, flameless, effective. Cute odor-neutralizing Fragrance Spheres. Just $ 5.49 Designs with Character (Literally!) Budget-Friendly Swimsuits, Embarrassing Prom Moments, and More What it found Touchstone’s study involved analysing 675,000 subject lines and the results of 41bn sent emails.  First, all subject lines in the database were categorised according to understandability using the two chosen methodologies, before determining whether the language complexity had any impact on open rate, clickthrough rate or [...]

By |2016-10-15T11:14:36+00:00August 11th, 2016|Categories: Email Marketing|Tags: , , , , , , , |Comments Off on Simple email subject lines are failing to engage consumers: stats

A day in the life of… an email deliverability consultant

Please describe your job As an Email Deliverability Consultant at Smartfocus, I am the spammer’s worst nightmare. My job, in fact, is to ensure that our clients get their emails delivered. Sounds simple enough, doesn’t it? Whereabouts do you sit within the organisation? Who do you report to? Our Deliverability team reports to Richard Bewley, Head of Delivery. He’s the head, we’re the body; I’m his right hand. What kind of skills do you need to be effective in your role? More than skilled, you need to be virtuous in order to be a delivery person.  There are two fundamental aspects to my role: There’s an investigative/interpretative aspect, where we look at a client’s data and from that we establish what issues they face and what course of action is required in order to achieve their goal.   There’s also an educational aspect where we communicate to a client what we learned from their data: their current situation, whatever problem they’re facing, how to fix it, and more importantly how to stop it from reoccurring.   Tell us about a typical working day. Typically we have client’s questions and direct issues to deal with. We work together with most teams in the business: finance, pre-sales and sales, technical operations, hosting, security, R&D, even HR as well at times. On top of that we monitor and manage shared IP pools. What do you love about your job? What sucks? I love reporting to Richard, who’s very supportive, and the team we currently have. We’re all very enthusiastic and passionate about what we do, and we’re a harmonious team, we’re all playing the same tune. I love getting clients on the right track. It’s fantastic when you [...]

By |2016-10-15T11:34:41+00:00July 6th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , |Comments Off on A day in the life of… an email deliverability consultant

ASOS recovers from website downtime with agile email

ASOS must be credited for turning a crisis into an opportunity with its email marketing. The crisis The ASOS website and app were down for more than 12 hours on Friday, prompting many to suggest Brexit had begun its wrathful decimation of business and society. In fact, it was apparently due to a power outage at a third-party data centre. More practically, this crash will have a led to a number of stalled orders, including checkout fails that are naturally the nightmare scenario in ecommerce, as is such a long period offline. I don't want to say that this is the apocalypse, but asos is down — Kristina (@KrisAtomic) June 24, 2016 The response The website and app were back up again on Saturday and this morning ASOS sent the below email out to its registered shoppers with the subject line 'Sorry, can we make it up to you?' A 10% discount for one day was offered to all shoppers.  It was a simple thing to do, but the right thing to do and the copywriting within helps to keep things light - saying ‘yes, even on sale items!’ and using BIGTHANKS10 as the discount code, showing the retailers gratitude for the patience of its customers. Though email is well-known as the best tactic to give an uptick in sales (and something ASOS uses a lot of), and the discount code offers added incentive, this isn’t a cynical tactic from ASOS - it is what all retailers should do after service failure.   The wider problem However, though ASOS is a unicorn and rightly praised for its UX, a quick look at Trustpilot shows that ASOS is poor when it comes to service fulfillment. A rating [...]

By |2016-10-15T11:36:24+00:00June 29th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , , , |Comments Off on ASOS recovers from website downtime with agile email

Email Best Practice

Exclusive to our Enterprise and Small Business subscribers, Econsultancy's Trends Webinar for September looks at best practice within Email. This insight comes from Econsultancy's own latest research along with collated third-party data and statistics. This session will be hosted by Sean Donnelly, Senior Research Analyst at Econsultancy. Latest Email & eCRM content from Econsultancy

By |2016-06-10T14:59:20+00:00June 10th, 2016|Categories: Email Marketing|Tags: , , , , , |Comments Off on Email Best Practice

How Wish uses ‘aggressive’ automated email in ecommerce

Day three: basket abandonment Below is the second email I received (the first on day one was a welcome email and chiefly for email address verification). It points me towards an item I left in my basket. One slight problem with Wish's time sensitive offers is the fact that here is a product I had viewed at £8 when I used the app a few days ago. Now Wish is pushing it back to me at £9. Granted, both prices are fairly reasonable, but it does show a potential downside to the discount model. Elsewhere in the email, it's interesting that Wish has attached a YouTube haul video. The video shows a makeup haul, which isn't best suited for me. Wish knows my gender, it asked me during the signup process, but has likely added this video to all such emails, regardless of gender. The retailer may well be promoting its YouTube content here to re-emphasise its value proposition. The haul videos stress that the products are cheap but their quality is adequately good. For a new(ish) platform with a slightly unusual UX, social proof is important to tempt first-time users back into the app. Day four: browsing follow-up I had browsed a range of trainers on the Wish app, so was slightly surprised this follow-up email focused on sandals. Indeed, the showcased products seem to be mostly shoes. Despite this slight confusion in categories, I liked the format of the email, with simple product images that are all individually linked to product pages, or the option to see the full collection. Notice the email subject tackles the topic of 'creepiness' head on, telling me what I've been browsing. This is smart - recognising the [...]

By |2016-10-15T11:41:47+00:00June 2nd, 2016|Categories: Email Marketing|Tags: , , , , , , , , , , |Comments Off on How Wish uses ‘aggressive’ automated email in ecommerce

Email newsletter sign-ups: How fashion brands welcome new subscribers

As a result - and as our Email Marketing Census highlights - almost three-quarters of companies now rate email marketing as delivering an excellent ROI. But are retailers really using emails to excellent effect? From data capture to saying hello, here’s a look at the email sign-up process offered by a range of online retailers. Let’s start with the best of the bunch. Gap Long sign-up forms can be off-putting, especially when it stretches to birthday or category preferences. Despite Gap’s longer-than-average form, signing up turns out to be worth the effort. With an impressive 20% discount for new customers, Gap delivers one of the most generous welcomes around. By not giving away the offer before the customer signs up, yet making it the surprise focal point of the email, it demonstrates how a brand can capture customer loyalty from the get-go. Actively promoting the 20% discount might increase sign ups, but it might also just attract one-time bargain hunters. ASOS Unlike Gap, ASOS just can’t resist promoting its incentive of a 15% discount. An upfront approach that suits a similarly in-your-face brand, ASOS is all about cool design and clever copywriting.  With playful language like “No likey – no problem” – the emails speak to a clear demographic.  Despite this potentially polarising tone of voice, anyone agreeing to receive a ‘fash-tastic’ newsletter surely knows what they’re signing up for. Joy Calling anything a ‘club’ makes it seem far more exclusive than it actually is.  By playing up to this angle as well as including an additional incentive of a £250 prize, Joy’s email sign up is one of the most attractive examples. Likewise, so is its welcome email. Showcasing four reasons to love being part [...]

By |2016-10-15T11:42:52+00:00June 1st, 2016|Categories: Email Marketing|Tags: , , , , , , , , , , , |Comments Off on Email newsletter sign-ups: How fashion brands welcome new subscribers

Three key charts from our 2016 Email Marketing Census

Email atop the ROI charts Though marketers may seem to have had a love-hate relationship with email as digital has matured, the channel continues to rule the roost for ROI. Almost three-quarters (73%) of company respondents rate email marketing as ‘excellent’ or ‘good’ when it comes to ROI. This is up from 66% in 2015. Only 5% rate email poor for ROI. This figure is as high as 26% for display advertising. Email marketing and SEO (organic search) have vied for the top position in the last three years. This year, email marketing wins by 9% (returning ‘excellent’ or ‘good’ ratings). Email under-budgeted? On average, organisations in 2016 are spending 15% of their total marketing budgets on email (see chart below). Both spend and attributable sales increased on 2015. Over the past five years, the survey data shows a correlation between proportion of marketing budget allocated to email and subsequent proportion of sales attributable to email. Though this is perhaps an obvious relationship, it may show an under-appreciation of the channel. Only 15% of the marketing budget accounts for 23% of total sales. Indeed, DMA research in 2015 calculated an average ROI for email at £38 return for every £1 spend. Kath Pay, Founder & Senior Consultant at Holistic Email Marketing, issued a call to arms: Email marketing as a channel is becoming more advanced and consumers are very happy with it (as verified with the revenue and ROI results), it’s now up to the brands to allocate more budget and resources to this successful revenue-generating channel and see how much more revenue they can gain. Automatic for the people Though email solutions are easier than ever to use, there's still a lag in the uptake [...]

By |2016-10-15T11:52:12+00:00April 30th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , , , , |Comments Off on Three key charts from our 2016 Email Marketing Census

Email Marketing Only Becoming Bigger Priority For Marketers

Email Marketing Only Becoming Bigger Priority For Marketers Email on Acid recently released the results of a survey of 3,550 professionals (including marketers and developers) from last fall, looking at development, design, and marketing trends and behavior in email marketing. Based on this, email marketing is ... Read more on WebProNews 5 Practical Tips to Improve Your Email Marketing Campaign Every business needs to grow, and email marketing remains one of the best tools for both reaching and maintaining customers. While a few years ago, marketers were quick to announce that email was dead. This has proven to be far from true. In fact, it's ... Read more on

By |2016-10-15T11:52:32+00:00April 30th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , |Comments Off on Email Marketing Only Becoming Bigger Priority For Marketers
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