The From Line
Asked by Lauren Rutley, Visual Mining
Answer by Elie Ashery, CEO
Click Through Rates and Open to Click Through Rates
Before any marketer should worry about their overall click through rates, they should first concentrate on their open to click through rates (number of unique clicks/number of unique opens). This stat reveals a lot about your content relevancy, value and creativeness. If your open to click through rate is high but your overall unique click through rate is low, you’re in a much better position than if both stats are low. Assuming your sender reputation is stellar, the reason for this is that it shows the subscribers opening your email find the content relevant and engaging. More importantly, to get additional subscribers to open your email is more of a less costly function of creating compelling and enticing subject lines. With both open to click through rates and unique click through rates low your problem is much bigger. The issues can range from poor email design to content value. From a design standpoint I find that B2C marketers think what works on the web will work in email and from B2B marketers they think what works in direct mail will also work in email. Just as the same rules don’t apply to newspapers and radio the same is true in crossing online mediums.
Since you’re a B2B marketer I encourage you to keep your designs simple, with less words. Especially for complex sales it’s important to focus only on the pain points. Busy executives don’t have the time to sift through fluff. Keep your calls to action easy to find and above the fold. Remember, most people are lazy and don’t like to scroll. Assessing content value is a much more difficult process. It involves surveying your core clients or the new markets you’re after and constant testing. Don’t be afraid to change content formats. What works today will probably not work tomorrow. If your market isn’t downloading your white papers from your email try a click through to a podcast (read your white paper). Executives like to take mental breaks and let someone else do the driving. Creativity is the heart of valuable content that’s palatable. This is where you draw the line with company quants.
Really Dumb Moves By B2B Marketers
The B2B marketers who didn’t learn their lessons with traditional email marketing systems are making the same mistakes with marketing automation. “Dripping out text messages to purchased lists from marketing automation systems will yield the same sub-par results” says Michael Weisel, Chief Technical Officer of Gold Lasso. As a veteran in the email deliverability space, Michael thinks investing more money in better technology will have no effect on email deliverability and conversion rates for the long run. By purchasing lists, B2B marketing executives are attempting to justify their latest technology purchases quickly. This tactic often results in dire consequences that no business can afford such as email blocking, loss of software licensing and the squandering of a marketing budget.
Say goodbye to the days of needing a routing number or credit card to pay a store or vendor electronically. Say hello to a real game changer in electronic payments that combines mobile email, SMS and QR codes. Big banks are partnering to allow phone-to-phone, bank-to-bank payments.
Read more to learn what this means for merchants, e-tailers and marketers...
Marketing Trends & Takeaways
Consumers Demand (& Win) In-Box Overhauls
Here Come the Opportunities for Marketers...
Our trendwatchers are seeing a growing need for even the savviest of marketers to educate themselves on workflow improvements. The concept of how to mass-produce automated marketing campaigns (without reliance on excessive human interaction) is not difficult to implement, yet many businesses aren’t aware of the right strategies. Furthermore, while the cost of marketing mediums has decreased due to the rapid growth of online advertising opportunities, production costs have skyrocketed. This leaves marketing budgets vulnerable to what our experts call The 21st Century Marketing Paradox – a cost shift from channel to production.