Tag Archives: research

Companies Are Sending the Same Email Campaign More than Once – Here’s How to Fix That

Lots of companies are sending duplicate emails.

This is a guest post from Carl Sednaoui of MailCharts

Here’s a dirty marketing secret: some companies send the same exact email more than once. They might change the subject line or send time but it’s the same copy, same images, and same calls-to-action.

Take a look at the graph below to see how popular this email marketing technique is across industries:

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The Report About Smartphone Use Every Email Marketer Should Read

Email marketing report about responsive design

Responsive design. Responsive emails. Mobile-optimized everything. Usually, when marketers are talking about creating mobile experiences, they’re talking from a design perspective.

After all, that’s the most important thing, whether you’re talking websites or emails or collateral. Responsive emails can get very technical very fast. How wide should an email be? How big should your text be?

The thing that’s talked about less often, though, is user behavior. What are your customers likely doing while they’re checking their inboxes? What’s more effective when it comes to driving engagement on mobile devices?

Well, Pew just released a comprehensive report, US Smartphone Use in 2015, that sheds light on a lot of these questions:

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Research: For Many Email Marketers, the Magic is Gone

For marketers, something is missing in email. Is it context?Email marketing and marketers have been going steady for years. Decades, even.

There have been ups and downs. Chain emails, the lack of an opt-out function, and spam can be safely qualified as “downs.” But there have been good times, too.

After all these years, email marketing still remains the most valuable digital marketing tool. It’s a direct connection with customers and there’s no doubt that it works. In 2014, companies attributed 23% of their total sales to the email marketing channel, compared to 18% in 2013.

But something is missing. A recent report from Adobe found that two-thirds of marketers are less than satisfied with their email marketing efforts.

As we approach Valentine’s Day this year, it’s clear that the magic between marketers and email has fizzled. But what could rekindle the flame? Adobe found three things marketers want from email above all.

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New Research! The UK Consumer Device Preference Report: Q1 2014

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We’re delighted to announce the release of our first-ever UK Consumer Device Preference Report, which looked at aggregate data across all of our UK-based clients in Q1 2014.

What we’ve been calling “The Mobile Takeover” is in full effect across the Atlantic — in fact, even more so than here in the United States. 72 percent of all email opens took place on mobile devices in the UK in Q1, compared to 66 percent in the US.

Strikingly, tablet opens in the UK are already at near parity with desktop opens (26 percent and 28 percent, respectively). This mirrors the trend we’re seeing in the US, and confirms our view that tablets are on their way to becoming the “household PC of record” for consumers’ personal computing needs.

Some other key findings from the “UK Consumer Device Preference Report: Q1 2014″ include:

• Apple asserts its dominance over Android. iPhones and iPads accounted for 62% of all opens
in Q1 compared to just 9% for Android devices. And iPads had a share of opens more than 14 times greater than Android tablets.

• The South East & North West regions of the UK are email marketing hotspots. When it came to opening emails, London, the South East of England, and the North West of England were this quarter’s regional winners with around 50% of all the UK’s measured opens coming from those locations.

• Tablets own the night. Smartphones rule the roost during the early hours and throughout the
middle of the day. As the afternoon turns to evening, tablet usage explodes taking share from
the smartphone and desktop pie.

For an in-depth look at all of the report’s findings, please enjoy your complimentary download of the UK Consumer Device Preference Report.

For Email Marketers, Black Friday is the New Cyber Monday

Black Friday Cyber Monday email marketing

 38% more email opens took place on Black Friday as online retailers started the battle for consumers’ inboxes earlier than ever

Black Friday was the biggest day of the year for brand email marketers so far this holiday season, with marketers seeing 38% more email opens than they did on Cyber Monday, according to our research. With competition for consumers’ attention – and wallets – fiercer than ever, brands started their holiday email marketing programs early.

Our study also found substantial differences in the devices used to open email marketing messages throughout the holiday weekend:

  • Thanksgiving Day was the biggest day for smartphone opens. On Thanksgiving, 59.9 percent of marketing email opens occurred on smartphones; by comparison, 45.5 percent of all marketing email opens in Q3 2013 took place on smartphones. Black Friday was the second biggest smartphone day, with 57.5 percent.
  • Cyber Monday was the biggest day for desktops. While still beat by smartphone opens (45.5 percent), Cyber Monday showed the strongest showing for desktops, with 40.1 percent of all marketing email opens.
  • Tablet use surged over the weekend. 19.3 percent of Saturday’s opens and 18.7 percent of Sunday’s took place on iPads and Android-based tablets.

In total, the volume of Movable Ink-powered emails between Black Friday and Cyber Monday increased a whopping 3,085% year-over-year, as leading brands continue to embrace innovative Agile Email Marketing technology and strategies to cut through the clutter of the inbox.

“Black Friday is now officially the biggest day of the year for email marketers,” said Vivek Sharma, Co-Founder and CEO of Movable Ink. “It should come as no surprise that in a controversial year where many leading retailers opened their brick and mortar locations on Thanksgiving Day itself, that they’d be just as aggressive in starting their email marketing sales events ahead of Cyber Monday. The surge in mobile opens should also make marketers take notice – without mobile optimization in place, a lot of money could have been left on the table.”

About Movable Ink’s 2013 Black Friday/Cyber Monday Research:
The findings above are based on data collected through Movable Ink’s Agile Email Marketing platform between November 20 and December 2 2013. The data reflects aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries. Because determining email opens requires images to load, the percentages for some devices and platforms might be over or underrepresented.

New Research Shows iPad Beats Android for Email Opens

Movable Ink US Consumer Device Preference Report: Q3 2013iPad dominates when it comes to brand marketing email opens on tablets, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q3 2013. The data reveals that despite the nearly equal market share between the two, consumers are 15 times more likely to open brand emails on an iPad than on an Android tablet.

“This quarter’s report shows that tablets are gaining momentum, quickly becoming a primary driver of email marketing interactions,” said Vivek Sharma, Co-Founder and CEO of Movable Ink.

The report, based on aggregate email open data from over 100 enterprise B2C brands, offers critical insights into the current email marketing landscape:

  • The growing role that tablets are playing in the mobile shift
  • The latest in the battle between iOS and Android
  • Differences in email engagement across smartphones, desktops, and tablets
  • Geographic variances in smartphone adoption

Download the free report here to access all of our findings and analysis.

Movable Ink US Consumer Device Preference Report: Q3 2013, Email Opens By Device

During the third quarter of 2013, 61% of emails were opened on either a smartphone or tablet device.

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Mobile Devices Reign Supreme for Email Opens in Q2 2013

US Consumer Device Preference Report Q2 2013Nearly two-thirds of all email opens occur on smartphones and tablets, as shown in Movable Ink’s latest research, the US Consumer Device Preference Report: Q2 2013.

The report, based on aggregate email open data from over 100 enterprise B2C brands, provides critical insights into the current email marketing landscape:

  • The current breakdown of email opens by device (smartphone, tablet, or desktop)
  • Who’s winning in the smartphone battle between Apple (iOS) and Google (Android)
  • How user engagement varies across devices
  • A map showing which US states are leaning smartphone vs. desktop

Download the free report here to access all of our findings and analysis.

Check out “re: Email Opens—iPhone Eats Android’s Lunch” in Direct Marketing News for additional coverage of this data.

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New Strategies for Optimizing Video-in-Email

Video in Email ReportA recent report by veteran email marketing industry analyst David Daniels of The Relevancy Group, “Embedded Video in Email: Exploring its Viability as a Marketing Tactic,” offers a comprehensive look at using embedded video in email, and what marketers can expect from incorporating video in their email campaign strategy.

The Relevancy Group has found that 55% of marketers who use video in email report higher click-through rates than those who do not use embedded video in their email messages.

Additional benefits of using video in email, as shown by the data in this report, include:

  • Increased duration of time that subscribers spend reading the email
  • More sharing and forwarding of the email message
  • Higher conversion rates
  • Increased average sales size of orders

Download the report here to learn more.

Ready to get started with video-in-email?
Join Movable Ink, Silverpop, and Invodo on Wednesday, August 28 at 1:00 EDT for a one-hour webinar on “Bringing Email to Life with Video.” Get examples, technical steps, and tips for incorporating video into your agile email campaigns. Register for the webinar here.

For more information on how Movable Ink optimizes the video-in-email experience, download our video-in-email one-pager today.