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What You Can Learn From Recent Email Marketing Data

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Email Marketing | Personalize and Customize Your Messages

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From the vast wilds of the web, there's ample data demonstrating what's working (and not working) in the world of email marketing.

Here, at SimplyCast, we've done the research and have compiled a handful of useful data points that will not only explain the behavior of your email subscribers at-large, but also what's happening globally with email marketing.

Apparently, Personalization in Subject Lines is Bad.

Really? To any seasoned marketer, this little bit of information flies in the face of everything that we've all done and what we've all learned.

But, according to MailerMailer's "Email Marketing Metrics Report" (July 2010), personalization is a complete turn off to subscribers.

Apparently, personalizing your subject line – meaning, you automatically place the subscriber's name in the subject line along with your push – actually drives customers away from your email.

Your open rates drop from 11.2% to a sad 6.7% rate when you include a name or title, and your click-thru rate decreases as well.

What's the lesson? Stick to your original subject line and leave sleeping dogs where they lie.

The Best Lead Generation Tool in Your Arsenal? Email Marketing!

Even from our experience, email marketing is king when it comes to lead generation. At least now, we have the data to back it up.

Direct Marketing Association in its "2007 Response Rate Trends Report" shows that the best rates for lead generation came from email marketing, rather than any other strategy already in place.

Keep up the good work, and watch the leads roll on in.

A Good "Sender" Equals More Opens.

Actually, the opposite is truer: a bad sender leads to more "blocks," "deletions" and "SPAM notification" than anything else going on in your email.

What does a "good sender" look like?

Well, people are extremely wary of generic, anonymous sender names and are more prone to ignore those emails.

From Email Sender and Provider Coalition (2007), the data is pretty clear: email recipients make a flash decision on whether the email they just received is SPAM or worthwhile based on the sender.

So, if you haven't already changed your sender information, then do so now! Now!

Use an actual person within your company as the contact point or, if your brand is recognizable like Nike or Whole Foods, then just using your company's name is okay, too.

Who Knew? Recipients of "Cart Abandonment" Emails Spend More!

If your website requires an email to purchase, then you're in luck.

By tracking who "abandons" your online shopping carts, you'll be able to follow up with them and produce amazing sales results.

Compared to the average shopper, who may or may not already have an account, these "cart abandonment" shoppers will spend 55% more after an email was sent.

55% more than your regular shoppers!

The pros over at SeeWhy Research, released a survey this year (2011) that demonstrated that with follow-up emails, these shoppers will spend more.

First, ensure your system requires an email to purchase, and then create a specific autoresponder that is immediately sent to these shoppers. Consider sweetening the deal by including a deal on shipping or a percentage off their first purchase. Whatever!

The bottom line: they buy more!

Too Many Emails, More Unsubscribers.

This really doesn't come as a surprise to marketers, but it does bear repeating.

Wonder why you're losing your subscribers? You're emailing them excessively.

At ExactTarget, their study "The Social Break-Up (2011)" shows in black and white that 54% of unsubscribes result from email frequency.

So, how to you handle this?

Add an option to your email subscription preferences that allows your subscribers to choose the frequency they prefer, and ensure that you give them many different options (hourly, daily, twice a week, weekly, biweekly, monthly – you get the idea).

Truly, the data shows that subscribers aren't given the option to choose, and probably would like to still receive your emails but, really, you're clogging up their inboxes.

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