Recharge your email marketing for 2010
As we begin the new year, it's a good time to assess your email marketing efforts to ensure you are getting the maximum ROI from your sends.
To give you a gauge on how other marketers are doing, I've posted some findings from the June 2009 Newsweaver/B2B Marketing magazine survey. I've included how-to-improve articles related to each benchmark to help you accelerate your own email marketing.
Strategy benchmark: The survey highlighted the growing reliance of B2B practitioners on
email, with 93% regarding email as either an 'important' or 'critical'
marketing channel.
Read more: Measuring your ROI | Newsletter best practice | Retention Is The New Acquisition Strategy
Frequency Benchmark: 75% of B2B marketers have increased both the number of email marketing campaigns and the volume of messages in the last 12 months. But only 33% of respondents have tested for the impact of email frequency, landing pages, segmentation or use of creative.
Read more: Understanding life cycle|(to inform your frequency) How often should I send?
Objectives Benchmark: 'Driving web traffic' is the most popular objective for email amongst B2B marketers, employed by 75% of respondents, closely followed by 'maintaining customer relationships' (73%).
Read more: How to set goals and objectives | Get better survey results | Get better conversions through better Calls To Action
Metrics Benchmark: Click-through rates were shown to be both the most commonly used email marketing metric (used by 63% of respondents) and the most important metric (37%). 'Open rates' are the second most commonly used metric (59%). 'Conversion rates' were found to be the second "most important" metric, cited by one in four respondents.
Read more: Measure what subscribers don't do | Definitions of click throughs | Alll about metrics
Testing benchmark: Subject lines are the most widely tested element of an email by marketers seeking to improve the effectiveness of their campaigns (70%). Also, 60% said they tested copy/messaging and 47% have tested time of day.
Read more: What to test | Tweaking the subject line | About the from field
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