Churn, Burn or Profits?Posted in: Marketing Talk
Notes taken at the Marketing Profs Digital Mixer in Chicago. Find out more here…
Email usability and marketing session: 9 - 10:30 (Day 1)
Thank you to Marketing Profs for the image.
The current consumer climate in the United States is one where email marketing messages are more popular than any other media. However, with the increase in email marketing material also comes a responsibility to ensure you have permission to email these people. Permission marketing as outlined by Seth Godin almost 11 years ago is a crucial aspect about online communication.
A recent report from a leading email service provider, Silverpop, suggest that a simple link “Share to Social” will increase forwards of an email by 25%.
The case study of Chicago was presented as a “real life” combination of email, social and online marketing channels coming together. NAME shared Chicago’s email subscribers volume, 85,000 leisure subscribers who receive an email once a week. The email sign up page clearly states the frequency of when emails will be sent to the subscriber. It is usually 2 - 4 months before a visitor who signs up actually comes to Chicago.
Email content usually consists of a story, an image and a call to action. The lead story of ‘What’s big’ in Chicago followed up with four supportive articles. Call to action is usually mid story. Emails which are sent out attempt to mimic the website identically. In regards to social sites like YouTube, Chicago city found that many companies and people want to link to sites with great content. Ultimately creating the buzz will help generate traffic.
Interesting point. At the end of every article on your site include a link to sign up for more info. This improved opt in rates on Chicago City website by over 100%!!
Email Crucials:
- Open rate increase by subject line, identity (email sent by) and Trust.
- Conversions can be measured by creating email specific landing pages which are ‘hidden’ from mainstream site navigation.
Now for some morning tea…
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