ABOVE THE FOLD No Slowing Down for Email Marketing
Study Shows Email Marketing Spending and Delivery on the Rise
According to a new report from JupiterResearch, spending on email marketing will grow to $1.1 billion in 2010 from $885 million last year, a compounded annual rate of 4.5%. During the same period, the volume of unsolicited messages per consumer will drop 13% annually to 1,640 pieces, from 3,253 pieces.
Spending on retention email will continue to account for the greatest share of the email market, increasing to $577 million. Acquisition email spending, including newsletter sponsorship, append and co-registration will grow 4% annually from 2005 to 2010 to $518 million.
Delivery rates are also on the rise. JupiterResearch’s “Email Marketing Forecast, 2005 to 2010” reports that delivery rates should increase from 88% to 90% over the next two years. With spending and delivery increasing, unsolicited email will slowly be fading. According to a recent study reported in MediaPost, 58% of consumers feel that the email marketing they receive is usually targeted to their needs and interests and 56% report receiving less unsolicited email now than a year ago. Greater control by ISPs has resulted in a lot less waste.
The combination of more legitimate email getting through and less unsolicited email is good news for marketers. It means that if properly executed, your email marketing messages could have a significant impact on your ROI, but only if your messages are highly relevant and targeted to the interests of your audience. Consumers that deem email messages to be irrelevant to their needs typically tag those messages as spam. Now, more than ever, it is important to modify your email communication around individual consumer needs.
To learn how to leverage these techniques in your email, contact us at 212.704.9781 or visit datranmedia.com
NEWSBYTE
Email it Forward - Email Readers Share Content with Others
Study Shows Email Efective as Viral Marketing Tool
According to a recent study on viral marketing, it is reported that 89% of adult Internet users in the US share content with others via email. The report, released last month, found that 63% of respondents share content at least once a week and as many as 75% of the respondents forward the content up to six other recipients.
In addition to highlighting the rampant frequency of sharing email messages with others, the study generates some interesting results regarding the type of content that is sent. The most popular content is humorous material, with 88% forwarding jokes or cartoons. News was the second most forwarded content, with 56% of readers seding this type of content to friends, family, or colleagues.
For companies looking to leverage the power of email in a viral marketing campaign, the study found that adding overt brand messages only slightly reduces the likelihood that the content will be shared. Forty-three percent said they are actually more or slightly more likely to share marketing-related messages.
Again, the study shows that achieving success in email marketing takes a unique approach to the type of messages that are delivered to your customers' inboxes. Be creative and remember to continually engage your audience.
Ask a Datran Media Expert
Q: What are some methods used to improve the open rates of marketing emails?
A: That is a good question, but before I answer let me ask you a question – Do you know what your open rate really means? Basically, the open rate is a measurement of how many of your emails “registered” as open. It is not an accurate indication if it was actually read or not. Therefore, you are probably more interested in the methods used to get consumers to not only open your email marketing messages, but what strategies will get your emails read and help increase your response rate.
There are several factors that will determine if an email is opened, and ultimately, read. Email marketing is unique in that you can send specific messages to a targeted audience. Thus, you can tailor your content to the interests of your consumers. With so much competition for the eyes of consumers, a message that resonates with an individual will automatically stand out from the rest.
Test, test, test. Just like in traditional direct marketing, it is important to test your messages to measure what works and what doesn’t. Create different variations of your emails like messages with different subject lines, and see which copy works best.
If you’d like to learn more, Datran Media would be glad to discuss how you can leverage our expertise to outperform your email marketing goals and get your messages opened, read, and making money for you. Contact us at 212.706-9781
Send your questions to askanexpert@datranmedia.com If we answer it, we'll send you a FREE Datran Media t-shirt!
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