This very good tip from blogger John Haydon definitely seems worth a try for those of you who are responsible for both an e-newsletter and a Twitter account. He does a good job of explaining how to do it in a short video.
This article by MarketingSherpa, which is currently behind a subscription wall, has a couple of very good points I wanted to quote here since most of us won’t be able to access it in full:
“Mistake #2. Not segmenting email lists for tests
Many marketers have large email databases, but don’t know a lot about the records held within. In these cases, they may conduct an email test using their entire database — and create a muddy results picture.
‘Without segmented lists you don’t get good test results,’ says [Corey] Trent [research analyst, MarketingExperiments]. ‘You get all these people responding differently to your emails, which pulls your results in all different directions.’
Spend the time to segment your database and understand the different characteristics of the segments before you embark on email testing. The more you know about unique segments within your database prior to testing, the better chance you’ll have of finding the right messages to appeal to them.
Mistake #3. Stopping tests after one big win
‘With email more than anything, we see people get a big win and stop testing,’ says Trent.
As exciting as those big wins may be, they shouldn’t be the end of your testing process. The makeup of your email lists is constantly changing; external factors, such as the economy, also impact subscriber behavior; and your competitors’ campaigns and tactics are always changing as well.
This constant state of change means you must routinely work on the messaging, layout, calls-to-action and other elements of your email messages to ensure you’re getting the full benefit of a testing program.”
EmailStatCenter.com is a statistics-lover’s dream, at least when it come to statistics about e-mail marketing. They gather data points from various sources about various industries, including nonprofit organizations. Here’s a recent stat I saw in their e-newsletter that demonstrates the kind of cool and useful stuff they provide:
“Email messages that include a social media sharing option generate a 30% higher click-through rate (CTR) than those without sharing options—and messages with three or more sharing options generate a 55% higher CTR. -GetResponse ‘Email Marketing and Social Media Integration Report‘ (2010)”
In this white paper, MarketingExperiments offers several good tips for how to get recipients of your e-mail messages to click your links. (One thing to be aware of, though: Their focus, and language, is from the for-profit marketing realm.) Here’s one of them, which they illustrate with a specific example in the white paper:
“Effective communication in every medium unfolds in a logical, orderly way. A comedian would never start a joke with a punch line, a magician would never start a trick by showing his assistant already sawed in half, and marketers should never start an email message with a direct sales pitch.
“Effective email messages that drive customers to action are little more than engaging conversations. By assigning a goal to each piece of your email (’From:’ field, subject line, headline, etc) that allows it to build on the piece before, you can guide your customers to the desired action.”
View past editions of the e-newsletter Marketing Matters.
A large group of Web and e-mail administrators calling themselves Project Honey Pot has been tracking spam trends since 2004. This article pulls together some interesting data they’ve compiled, including these:
- There is a 21% decrease in spam on Christmas Day and a 32% decrease on New Year’s Day.
- They’ve seen the word “Viagra” spelled at least 956 different ways to try and trick spam filters.
- Facebook is the second most phished organization online and, if current trends continue, is on track to take the top spot in 2010.
Marketing Sherpa released the following statistics, which are included in its 2009 Email Marketing Benchmark Guide:
- 58% of seniors said Email is more useful to them than the phone
- 48% of senior said Email is the best way for companies to communicate with them
Unfortunately, they didn’t include specifics about the number of senior citizens surveyed nor how they surveyed them. But I’m sure they let you know if you pay the $400 to order their benchmark guide. Actually, it’s a good resource (I have the 2007 version), but it’s one that can perhaps wait for a healthier budget year.