Like many of you, we here at Movable Ink said our unofficial goodbyes to summer this weekend. But now we’re back in the office — raring to go and looking towards the holiday marketing season.
Here are a few good reads from last week to get you up-to-date on all things email marketing so you can hit the ground running today.
There was plenty to be said about the advantage email continues to deliver as a channel, with new light shed on how marketers are placing much-needed emphasis on content and audience-focused messaging.
CMOs are investing more on content
CMOs continue to increase budgets for content and email is still a preferred marketing channel, according to a new study by IBM and the CMO Club.
57% of CMOs plan to increase their marketing budgets over the next 2-3 years, shifting allocation from primarily acquisition to across all phases of the consumer journey.
Content development will take up the largest portion of marketing budgets, and email will continue to be a top player as the 2nd most used channel throughout most phases of the consumer journey.
Although the prioritization of content is promising, marketers will be tasked with tailoring content to preferred delivery channels, such as email, with a consideration towards mobile, context and personalization.
Adobe study diagnoses us with email addiction
It’s official — we’re in deep. A new Adobe study reports US adults (ages 18+) use email an average of six hours a day. And yes, even the coveted millennials are hooked. In fact, they check email more frequently than any other age group — 50% are even checking their email from the bathroom.
Just one more report that confirms email continues to be a preferred channel for consumers.
Hillary outpaces Jeb in email subscribers
Hilary Clinton and her advisors know something that her Republican counterparts do not – the value of email marketing to rally a voter base and the importance of tailoring messaging to the audience. Her subscriber list is 50% larger than Jeb Bush’s – 3.2 million to Jeb’s 2.1 million.
She’s also more active in email. She emailed 206 campaigns during August. Team Jeb only sent out 32, according to a final tally from eDataSource.
Hillary’s higher subscriber rate might also be due to her audience-first messaging. Top subject lines include, “Here’s how the New College Compact affects you,” “You’re invited: Join Hillary in New York?” and “Can you help before Tuesday?”
This week in email marketing podcasts …
Need something to listen during your commute? Check out this week’s McMethod podcast on the 7 Step Checklist To Automated Ecommerce Email Marketing Success.
New eBook: 15 Innovative Campaigns from Leading Retailers
Whether they’re trying to drive foot traffic to stores or growing eCommerce, email allows retailers to contact potential customers directly.
But how can you get customers to open and engage with your emails? What subtle changes can you make to increase conversions?
Lucky for you, we have answers.
Brands have to become more contextually relevant. With new email marketing technology, you can target email content by weather, location, and more.
Many big brands have hopped on the contextual wagon and are creating highly compelling email content. We highlight several innovative brands who are taking email marketing to the next level in our latest eBook, “15 Innovative Campaigns from Leading Retailers.”
Download the eBook to see if your favorite brands made the cut!