These days, every reputable company is utilizing the email channel for retention, reactivation and promotions to its existing email database. Very few take advantage of email to acquire NEW customers, even though it’s proven to be the most cost effective advertising channel. When the email channel is used for advertising to a new audience, the question is frequently asked: how is the email data sourced?Here’s a simple 3- part answer:
First-party publishers collect data and the consumers’ consent on their own property. They send the contextual and promotional emails from the property’s from-domain with the main topic being about the same property. They then utilize the valuable advertising space on their emails to promote other products and services.
The same email publishers typically promote related value-ad products and services on behalf of 3rd party companies. In this case, the email audience is still collected on the publisher’s web property; however, the offers being promoted to the audience are from other relevant companies with complementing products and services to the origin of the data.In some cases, more sophisticated email publishers aggregate multiple email data sources and monetize them utilizing a revshare model. When this happens, it creates a win-win scenario for the email publishers and email advertisers.It’s important to note that both types of publishers have to be fully compliant with the CAN-SPAM rules and clearly define the sender, supply a clear way to opt-out, as well as requirements. They also have to adhere to all data privacy and processing regulations.
Collecting email data is only the first step in cultivating an audience of readers that will be engaged with the selected content and ads, which eventually results in high lifetime value of new consumers.Most successful email publishers use internal data analytics to predict consumer’s future behaviors based on their interaction with the emails sent to them in the past. More sophisticated email publishers also use 3rd party identity graph sources, who can supply additional data signals about a user’s social interactions, ad clicks, what pages they visited, and how often. These publishers will have a few hundred data points on each reader (AKA email record) that helps them send the right offer, at the right time, to the right reader.Want to understand more about data and email advertising? Shoot us a line.
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For an email campaign to be successful, one of the first things that needs to happen (after delivery to the inbox) is for recipients to actually open your message. It’s hard to drive a new site visit, let alone a lead or sale, if your audience simply deletes your email without ever opening it. Recent studies suggest the average open rate for commercial email (across all industries) is about 21%. But, whether your average open rates are already above the average or you’re still working to reach that number, most email marketers are interested in getting more recipients to open their next email.
There is no shortage of tactics to help increase open rates, but here are just a few to keep in mind when you’re planning your next campaign.
1.Deliver a Killer Subject Line
This is probably the most obvious tactic for increasing open rates, and with good reason. There are only two pieces of information that a recipient is likely to see before making a decision to open, file, or delete an email (along with the sender name). With this being the case, the subject line is your best chance to catch attention and entice a recipient to open your email. There are numerous guides, white papers, and entire books written on how to create the perfect subject line. So, I won’t attempt an in-depth analysis here, but three things to keep in mind.
Keep your audience in mind - What would your audience find interesting? Coming up with the coolest subject line that your marketing team loves isn’t necessarily the best way to capture your audience’s attention.
Be clever, but not too clever - As marketers, we all love coming up with clever copy. A subject line is a great place to insert a little humor or cleverness, but keep it simple. Sometimes being too clever is either a turn-off, or some recipients won’t ‘get it.’
Stay on brand - Always remember your brand image. If you have a fun, irreverent brand image, than don’t be afraid to use it in your subject lines. But, if your brand is a bit more straightforward, keep that in mind as you write your subject lines.
2. Strategically Segment your Email Lists
You’re probably already segmenting your audiences into various email lists to provide more relevant and engaging content and maximize response. But, the same tactic comes in handy when trying to optimize open rates. You might even consider creating an additional layer of audience segmentation that goes beyond audience demographics to include past email response behavior. If you can identify an audience segment that has especially substandard historical open rates or overall response, you might set them up as separate campaigns focused on getting that first engagement and eventually you may simply remove them from future mailings if they fall into a high-volume non-responder category.
3. Think Mobile
Just about every usage statistic shows that mobile is now the most popular method of surfing the web, checking email, and many other digital behaviors. So, when you’re thinking about things like the length of your subject line, your preview copy, etc. remember the size and general specs of the typical mobile device screen. An overly long subject line may get cut off and your preview copy is almost certainly going to be shorter. So, if you’re optimizing those items for a desktop environment, you run the risk of your mobile recipients not seeing the content you planned. Going forward, mobile is almost certainly going to become even more the standard for typical digital engagement, so if you haven’t already made the transition to thinking mobile first, now is the time.
4. Timing is Everything
As you test various campaign strategies and tactics to optimize performance, you may well have tried mailing at different times on different days of the week and measured how it impacted response. If you haven’t looked at open rates on these types of tests, you should consider looking back at past test or planning new ones to establish some baselines for open rates based on these temporal variables. You may find that recipients are more likely to open emails on certain days or at certain times of the day. Make sure you match these up with your more ROI focused optimization tests as well, as it is possible that a higher open rate may not directly contribute to higher overall performance.
You can find any number of useful guides and other material to help you optimize your campaign open rates, but starting with these four strategies will help you get off to a good start.
Tom Wozniak - Executive Director of Marketing - OPTIZMO Technologies, LLCRead More...
Email newsletters are a great tool to engage and communicate with your audience. With a $44 return on investment, there’s no denying that email newsletters are something your company should be doing, if you are not doing so already. However, to gain the best ROI, one must employ a solid strategy. Here are 3 tips for email newsletters that will engage and impact your audience.1- Personalize itThrough an independent study, it was found by Dynamic Yield that consumers desire highly curated, more tailored and relevant email messaging. So much for the days when using “Dear First Name” was sufficient for personalization. Customers are looking to receive personalized emails throughout the customer lifecycle; in fact, they expect it. Personalization not only makes their experience better by giving them relevant information, it also makes them feel understood and appreciated.2- Monetize itEmail newsletters that feature ads, also known as programmatic email, provide highly-targeted content to your audience. Requiring very little work on your end, premium publishers push out relevant offers to your audience, increasing revenue and customer engagement. Showcasing the right offers has the potential for your audience to view you as an authority and make it feel exclusive to them. Learn more about monetizing your newsletters programmatically.3- Mobile-optimize itAccording to a study by Adestra, more than 70% of people are likely to delete an email in under three seconds if it displays poorly on a mobile device. That is a huge number given that more than 50% of email are opened on a mobile device. Ensure your email newsletters are formatted for mobile and test again to verify they look good on multiple screens.
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