Marketing Minutes - Email Marketing

06 May 2014  
There's much more to do...Like Email Marketing

It still bewilders me that there's so much talk about “Social Media Marketing”. In fact, many times when I am with clients, they introduce me as their “social media guru”. Actually, social media is only a small portion of what I manage and execute for them. A lot of things exist within the “InboundOutbound” marketing wheelhouse and it seems a persistent challenge reminding clients there's so much more to do than just sharing the latest blog post or picture on Facebook, et al. And please, refer to me as “Marketing Guru” if you must Guru-ize me. Otherwise, calling me “Rog” (Rawg) will suffice.

Majority of Email Marketers Report ROI

One of those many things to do includes the development of a well branded email marketing effort. Despite the rise of social media which seems so indelibly seared into the brains of many, I can tell you email marketing is far from dead. As of 2014, there are approximately 3.8 billion email accounts with 26% of those accounts being corporate accounts.
[Source: Radicati]. Combine the fact that 91% of consumers check their email daily [Source: ExactTarget] with the fact that 66% of consumers report making a purchase online due to an email marketing message [Source: Direct Marketing Association], and you begin to understand the reality of email marketing's effectiveness.

According to MarketingSherpa, “...an overwhelming majority of marketers see email marketing as an ROI-producing activity, with 60% indicating email marketing is currently producing an ROI, and 32% believing email marketing will eventually produce an ROI.” [Source:Marketing Sherpa].

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Email Marketing Analytics & Tools

There are a variety of email marketing platforms you can use. I have provided a list below. Personally, I like Constant Contact and have utilized it for years, managing the email marketing campaigns of numerous clients. The best thing about this particular platform are the analytics on the backend. The analytics on the backend include, but are not limited to:

  • Who opened the email and at what time (opens)
  • What links in the email were clicked (click throughs)
  • Overall open rate
  • Overall click through rate
  • Your email's open rate versus industry averages
  • Opt-ins and Opt-outs (those who have subscribed or unsubscribed)
  • Spam reports (if any)
  • Last email performance versus previous emails in graphical format
  • Easily customizable widgets and modules
  • Easy to use graphic interface

The kind of information found in the analytics helps the email publisher improve their outgoing message over time – earning more subscribers.

Email Marketing Platforms

  • Constant Contact
  • iContact
  • Benchmark Email
  • Pinpointe
  • GetResponse
  • Mailgen
  • Vertical Response
  • Mad Mimi
  • Graphic Mail
  • Campaigner
  • Mail Chimp

Here is a link to a review of the Top Ten Email platforms: http://email-marketing-service-review.toptenreviews.com/

Do you have a question about Email Marketing or would you like to share your email marketing successes? Share your questions and successes with us in the comments section below!


Guy Roginson