|[April 09, 2014]
Busted, Plausible or Confirmed: Campaigner® Investigates Common Email Marketing Myths
LOS ANGELES --(Business Wire)--
Campaigner®, the email marketing brand of j2 Global (News - Alert), Inc.
(NASDAQGS: JCOM), today revealed the results of an exploration into the
validity of commonly held email marketing myths. All too often,
marketers fall victim to these myths, leading to ineffective campaigns
and sub-optimal results. Campaigner's experts in the field have
identified, analyzed and labeled common myths as "busted, plausible, or
confirmed," and are pulling back the curtain to unveil the truth behind
industry "best practices."
"Email marketing continues to be one of the most effective tools that
marketers can utilize to drive traffic and increase sales, but there are
many myths around executing a successful campaign," said EJ McGowan,
General Manager, Campaigner. "Campaigner prides itself in providing
effective tools for marketers to run successful campaigns and drive
revenue. Our mission is also to provide valuable insight, such as
investigating common email marketing myths and the continued development
of true best practices."
Campaigner Email Marketing Myth Verification:
Busted, Plausible or Confirmed
After extensive review, Campaigner's research team has selected five
common myths in email marketing to investigate. The group compiled and
examined data and industry trends to determine whether or not these
myths have truth behind them:
Myth #1: Email Marketing is Dead
This particular myth has been in play for the last decade, and the
Campaigner team took a deeper dive into the notion that "email marketing
is dead." This myth has resulted in many marketers executing email
campaigns on autopilot, using the "spray-and-pray" method, negating the
need for quality content and personalization. After testing this, it was
abundantly clear that email marketing is thriving! The proof is in the
numbers - data from Global Industry Analysts, Inc. predicts that the
global market for email marketing will reach $15.7
billion by 2017. Companies are also investing in email marketing
campaigns because they deliver exceptional ROI, second only to
Pay-Per-Click (PPC) advertising.
Busting Tip: Shun the notion of email being a "must do." Instead,
make it a revenue driven component of your marketing program with key
performance indicators that quantify its effect on the bottom line.
Myth #2: Only Send Emails During a Prescribed Day or Time
According to aggregate data, the most likely times for customers to open
emails are 10 a.m. on Tuesdays and 3 p.m. on Thursdays. In this sense,
the practice technically holds true and will deliver results, even if
they are marginal. For optimal results, marketers need to study their
individual lists and campaign analytics (email marketing big data).
Specific customer feedback and interactions should drive email timing,
not general industry data. The Campaigner experts recommend that
marketers do their homework and utilize available tools to better
communicate with their target audiences.
Plausible, but be wary
Myth Busting Tip: Use Email
Service Provider (ESP) analytics to determine optimal timing and
preference for a specific audience, which may be different from those of
the broader industry.
Myth #3: Email Frequency Should be the Same for All Customers
This myth may have evolved out of frustration, as most marketers
struggle with the issue of how much is too much (or too little)? It is
imperative to get this right in order to maximize revenue and minimize
attrition (unsubscribe) rates. The key is in knowing individual industry
preferences and understanding the data by utilizing automation,
segmentation and A/B split testing to determine what resonates best with
particular contacts. The Campaigner experts agree: If a business sends
well-targeted and tested messages, customers will want more frequent
Status: Plausible, but take caution
Busting Tip: Allow customers to guide email communication frequency
by analyzing their actions. Reach out more frequently to those with high
interaction rates and give the others some space.
Myth #4: Avoid "Spam" Folder Trigger Words
These days, Internet Service Providers (ISPs) are changing the way email
is delivered. Emails containing words like "dollar," "free," or even
"$$$" no longer go straight to junk mail if they are coming from trusted
and reputable ESPs. The myth of spam words dictating the fate of an
email doesn't hold; instead, it's more dependent on interaction rates.
Do customers open the email? If so, do they interact in a positive way
(opening, clicking on links) or do they unsubscribe or mark as spam?
According to the CAN-SPAM Act, if you send relevant information, your
ISP is more likely to allow you to freely communicate with subscribers
as long as they continue to show interest.
Busting Tip: Don't be afraid to take risks (the phrase "spam words"
may eventually become extinct). Test, test, and re-test to see what
Myth #5: Let Loyalty Reign Supreme
The idea of loyalty is often debated among marketers, and this myth is
one the Campaigner experts felt strongly about. Many make the mistake of
treating customers and lists like numbers rather than people, focusing
on quantity rather than quality, and sacrificing the value of the repeat
customer. However, evidence that customer loyalty drives revenue is
clear, as repeat customers spend an average of 67
percent more than first time buyers. Properly configured
data analytics can help marketers identify loyal customers and provide
insight into their preferences, allowing for more targeted messages and
Busting Tip: Treat your customers like people, not numbers. Send
tailored messages that adhere to specific preferences and consider
implementing a loyalty program.
Email continues to rule as one of the most effective communication tools
for marketers to reach target audiences, engage with new prospects and
encourage repeat purchases. Marketers must not be swayed by common
misconceptions in the market. The truth is out there, and the experts of
the Campaigner myth-busting team are on a mission to expose it,
encouraging marketers everywhere to look at their data and build new
An infographic of Campaigner email marketing myths can be found at http://www.campaigner.com/solutions/infographics/pdf/email-myths-infographic.pdf
#CampaignerEmail , #TopEmailMyths , #MyEmailMythBust , #EmailExperts,
#MktgMythLabs, #MktgMythsBusted, #MktgTruth
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Campaigner sales and marketing enables small, medium and large
businesses to strengthen customer relationships and drive sales by
connecting with their customers quickly, simply and affordably. Features
include professional email campaign creation, multiple ways to grow and
manage lists, integration with CRM and the utilization of campaign
metrics and reports to increase results. Campaigner is a brand and
registered trademark of j2 Global Canada, Inc., an affiliate of j2
Global, Inc. (NASDAQGS:JCOM). Learn more and visit Campaigner at http://www.campaigner.com.
About j2 Global®
Global®, Inc. (NASDAQ: JCOM) and its affiliates provide
Internet services through their two divisions: Business Cloud Services
and Digital Media. The Business Cloud Services Division offers Internet
fax, virtual phone, hosted email, email marketing, online backup,
unified communications, and CRM solutions. It markets its services
principally under the brand names eFax®,
and operates a messaging network spanning 49 countries on six
continents. The Digital Media Division, consists of Ziff
Davis, Inc., which offers technology, gaming and lifestyle content
through its digital properties, which include PCMag.com,
and others. Ziff Davis also operates NetShelter
Powered by BuyerBase®,
an advanced digital and ad targeting platform, and Ziff Davis B2B, a
leading provider of research to enterprise buyers and leads to IT
vendors. As of December 31, 2013, j2 Global had achieved 18 consecutive
fiscal years of revenue growth. For more information about j2 Global,
please visit http://www.j2global.com.
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