Tags: メールマーケティング

Inbox Placement Rates 2015: Detailed Analysis

Inbox Placement Rates 2015: Detailed Analysis

Beyond • December 31, 2015

A common point of failure for most of the marketers is why their campaigns didn’t succeed. Lack of awareness often costs email marketers in the form of lower open rates and reduced ROI. Every year Return Path does the analysis of inbox placement rate. Inbox placement rate measures the percentage of emails landing in your subscribers’ inbox and not in spam folders or otherwise undelivered. According to “Deliverability Benchmark Report 2015” published by Return Path, one of the five messages sent failed to reach the inbox. Email volume has gone up by 7% from last year, but only 79% of commercial emails lands in the inbox. Moreover, the global inbox placement rate has gone down by 4% compared to 2014. In other words, there are more and more emails but fewer of them reaches the inbox. Inbox placement rate by country The largest drop in deliverability is for the U.S., where inbox placement rate has gone down to 76% compared to 87% in 2014. Not reaching the inbox means one in four emails either go to spam or blocked by mailbox provider. Brazil has shown significant improvement as their inbox placement rate is up by 74% compared to 60% in 2014. Among European countries, only Italy has shown 2% increase from last year. Significant downfall in inbox placement rate was seen for Germany, France and the UK. However, for Spain rate remains unchanged. Australian marketers enjoyed higher inbox placement rate of 88% in 2015. Inbox Placement rate by industry  The report also provided stats by industry and most industries show declined or flat inbox placement rates. However, relationship-based industries such as health & apparel, food and beverage as well as insurance have maintained good inbox placement rates of about 90%. While manufacturing, software and the internet industry have also gained some improvement. Based on mailbox provider Interestingly, the report also revealed that deliverability is particularly worse with Yahoo Mail. Inbox placement rates have dropped by 13% this year and marketers find it tough to reach their subscribers. Gmail has maintained the same rate as emails were routed to the promotion tab. Campaigns that tried to bypass the promotion tab in order to reach the primary tab have often landed to spam folder. Marketers should stop this approach as open rates for the promotion tab have increased up to 20% this year. Why marketers are not making into the inbox? Analysis has shown that most marketers are not aware of the new metrics being considered by mailbox providers. For better inbox placement rates, they must consider these new deliverability rules. Low read rate by the mailbox receiver (26% of campaigns affected) – ISPs have indicated that their filtering decision depends on the percentage of mailboxes reading your email. Sending to subscribers that don’t engage can cause delivery issues. Spam Complaints (21%) – This is the oldest metric used for years and still hasn’t changed. A complaint is recorded every time a user marks an email as spam. In particular, mailbox providers look at complaints from live mailboxes and some feedback methods like Microsoft’s sender reputation data (SRD). Mailing to abandoned inboxes – According to the report, about 19% of campaign face this problem. If you mail to inactive accounts it gives a negative signal to the mailbox providers and tends to fall under into their spam filtering algorithms. Inbox placement rates fell in 2015 from 2014. Possibly because marketers have overlooked the recent evolution. The first step in conducting any analysis of campaign performance is to know how many emails never reach the inbox. By monitoring your inbox placement rate, you get a better understanding of your email campaigns and it gives a reliable platform to optimize your email program.


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New Feature: Custom Footer

New Feature: Custom Footer

Beyond • December 21, 2015

Benchmark Email continually strives to develop new features and tools to make the email marketing lives of our users as easy as can be. The launch of our Email Designer in 2014 marked a shift in the customization and ease of design for every email marketer creating an email campaign with Benchmark Email. We\'ve continued to add as many new bells and whistles as we can to our beloved drag-and-drop email editor. The latest addition, is the ability to customize the footer in your email campaigns. You can now customize which links appear and the content of the footer in your email campaigns. You can also select which Trusted Email by Benchmark badge appears. Also included in the footer feature blog is the ability to change the color. Really, you now have complete control over the way your footers look. What\'s your favorite Email Designer feature block?


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How to Plan Your Campaign Newsletter

How to Plan Your Campaign Newsletter

Beyond • July 24, 2015

Now that you know about why campaign-driven newsletters are a marketing win, it’s time to put pen to paper and plan how you’re going to execute your next newsletter campaign. In the last post, we talked a bit about drip campaigns but we didn’t get into how to actually plan out your drip email marketing campaign. A drip campaign was a series of sales emails that are spaced out in their delivery and their message, but which all serve a common goal. Newsletter Planning: Drip Campaigns You might have seen drip campaigns with organizations that are looking to fundraise or draw attention to an event. You’ll see the same focused message – with the goal of getting a donation or selling a ticket – sent several times in a few different. So, say one email campaign might be announcing an event. A second newsletter in that campaign might feature the host or a speaker with some background on who they are. The goal is still selling that ticket or getting a donation, so you’ll see a couple calls to action. The same calls to action will pop up again in a third newsletter around the same campaign. This time we’re talking about some VIP attendees, or the caterer and the venue. Before an event actually occurs, you might have 5 email campaigns going out about the event, trying to generate both buzz and attendance. Newsletter Planning: Curated Newsletters You may not always have an event going on to center your drip campaigns around. For those of you scrambling to come up with new creative ideas around newsletters, consider curated newsletters. Curated newsletters gives you an automated approach to newsletters. In the middle of all the other amazing things you do that you could be talking about in a newsletter, a curated newsletter lets you think about one less thing while still meeting your marketing goals – which might be to get out some sort of newsletter series or one newsletter a day. The curated newsletter is also about really showing your industry knowledge while also catering completely to the subscriber. These types of creative newsletters aggregate interesting or trending findings on the web. It’s popular or niche content that your subscriber may not have found or had time to find, but which you’re not presenting to them. That ability to cater to your audience needs makes your company or organization that much more worth it to your subscriber. A curated newsletter is a lot like Paper.li, for example. However, in my opinion, it’s better than Paper.li because you’re rewarding your subscribers directly where they are with great content. They don’t need to subscribe to anything else, click anywhere else; they’re getting what they opted in for right where they are…which will also help stimulate them to read the other amazing newsletters you’re going to send in-between your weekly or monthly curated email campaign. Newsletter Planning: Promotional Campaigns Along the same lines of curated email campaigns, promotional campaigns allow you to approach email marketing with a necessary level of automation. Promotional campaigns work best with product related industries, like retail, where businesses can really dig into the product. So rather than sending out another boring self-interested email campaign that pushes a product and rattles an exclusive coupon, the promotional campaign takes one product and tells it story. You can look into how the product is made, where it is sourced from, and really speak to the heart of the product your selling and the business you’ve established. It’s a great way to build a heart-led business, which your business-led mind knows does very well when it comes to sales.


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Benchmark Email at RISE

Benchmark Email at RISE

Beyond • July 22, 2015

Benchmark Email is thrilled to announce that we will have a booth at RISE, a new tech conference aiming to give leaders of enterprise a place to gather and display the ways in which their companies are changing the way we live. This very special event is hosted by the team behind Web Summit and we are excited to be a part of it. Rise takes place July 31st-August 1st 2015 and will be held at the Hong Kong Convention Centre. There will be speakers from Amazon and Google at the event as well as dozens of other CEOs and founders of many incredible companies. Benchmark will be holding court at our booth talking email marketing both days. We\'re looking forward to meeting so many amazing individuals and companies.


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Autoresponders: More Time of Delivery Options

Autoresponders: More Time of Delivery Options

Beyond • July 9, 2015

Autoresponders are one of the most powerful tools in the email marketers arsenal. They allow you to stay top of mind with your subscribers with less time spent. You set them up at the start and allow them to do the work for you. Benchmark Email’s latest update has made our autoresponders more effective than ever before. You can be certain your subscribers are receiving your messages when you want them to thanks to more options to control the send times of our autoresponders. You can schedule autoresponders on the Edit Autoresponder Sequence page, which is when you choose the behavior of a given autoresponder. In this section you will write your Subject Line, craft the Preview Text and then select the days and time you would like the autoresponder to send. As always, it’s important to pay attention to your reports and test your send times. That way, you’ll know the best times to schedule your autoresponders. The biggest ROI from email marketing comes when you’re able to use all the information available to you.


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Tips for Writing High Conversion Email Content

Tips for Writing High Conversion Email Content

Beyond • July 1, 2015

Unless you’re a professional writer and a content strategist, you’ve probably come face to face with the dread of writing high-conversion emails for your email marketing campaigns. The first step is knowing how to approach your email subject line. Once you’ve mastered high conversion subject lines, the next step is learning how to write high conversion email content. Though how you approach content will depend on what you’re promoting and to whom, there are several time-tested practices that do not change no matter who your audience is. Writing for Mobile Most users will be reading your email content on their mobile device. In fact, an email infographic by Who is Hosting This, titled “How to Write Better Emails,” gives some tangible figures: 47% of email is opened on a mobile device. 30% of consumers read email exclusively on a mobile device. 68% of Yahoo and Gmail email is opened on a mobile device. For you, this means gearing email content for mobile. A good rule of thumb for mobile email content is to limit your verbiage to about 150 words. That rule stands even when users are downloading the email template and graphics. Your readers are going to want to know why they should further download the full email – and the 150 words is designed to make that sell quickly. According to Who is Hosting This’ infographic, there’s another reason you should keep email content short in light of the high mobile use: smaller screens affect readability. Keeping mobile in mind, you should also give readers the option of click on a link to fully view the email in their browser, which offers greater navigation and an email app would. It’s an Email, Not an Essay There are people who feel frustrated with emails because they don’t know what to say. On the other end of the spectrum, there are people who say too much. Whether you’re writing an email or a newsletter campaign, the goal is to share enough content in the email and ultimately lead them to your website or landing page. You don’t want to give away everything in one email – and you certainly don’t want to write an essay or dissertation, which only causes even the most interested of people to have their eyes glaze over a bit. If you do feel the need to say a lot, then break up your content like you would web content, with targeted sub-headers that offer the value in each bite sized chunk of content. Focus on One Person in the Audience Those with a fear of public speaking are taught to focus on just one person in the audience to help overcome their stage fright. The same rule applies for email. Email content that’s geared like a conversation and written as if it just one person, is far more effective than a blanket statement. People are going to feel like you’re personally reaching out to them. Psychologically speaking, we respond more favorably if it seems like the email is just for us. And your ability to write purposeful and engaging emails can be found through using your natural voice. This means that when you’re emailing, get more granular in how you think about that content. That email is first and foremost coming from you; you’re not hiding behind some agency or corporation. The three tips here all revolve around the end reader. By writing for mobile, you’re considering how they’re receiving that information. By being concise, you’re being thoughtful to how many other distractions are on their plate. And finally, but writing personally, you’re approaching them in a more meaningful and direct way that highlights your value for them as an individual.


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Integrate Google Docs Into Your Business & Benchmark Account

Integrate Google Docs Into Your Business & Benchmark Account

Beyond • June 22, 2015

Google Docs can’t save your life … but it can sure save your business! Not only is it a handy tool for work, school, and personal work, but it is the perfect tool to use in this era where everything moves lightening fast. Several businesses have greatly improved thanks to Google Docs. As digital media is now the number one source to receive the latest breaking news, this spelled trouble for traditional print newspapers and magazines. That’s why several publications had to make the move from paper to web in order to survive in the industry, but it was a lot more difficult that it sounded. Journalists who were used to their own method of reporting and writing had to completely revamp the system to keep with the time-sensitive and fast-paced nature of digital media. Bangor Daily News, a Maine-based news site, had to quickly incorporate a new tool in the workplace that allows reporters and writers to work with ease. Online editor, William Davis, shared: “We picked Google Docs purely for its ease of use and its collaboration tools. We wanted a place where reporters could work on their articles easily from wherever they are — we have quite a few bureaus, and our reporters often file from events. The collaboration tools are terrific and have really proved useful, for example, when we’re editing articles on tight deadlines or when reporters are working on stories together. On Election Day we had three reporters at different campaign headquarters all working in one doc, and it went very smoothly.” As for the process going from story idea to web article, reporters begin their stories into Google docs and then drop them into the appropriate folder according to its category. Then the editors would read it and then move it to a copy-editing queue. Then finally, a digital desk editor reviews it before sending it off to Wordpress. With this system, Google Docs work as an assembly line factory, where all team members of different positions can come to work, find what they need, and pass along when finish. Not only is this more time-efficient, but also much tidier and less chance of losing documents. Just one of the many examples of how Google docs is a basic necessity to run your company. Equally important is how you can take advantage of Google docs to increase your brand awareness and strengthen relationships with your audience. With the Benchmark Email Google Docs Integration, you can transfer all information (spreadsheets, documents, data) collected from Google surveys, straight into your email list! The speediness of Google docs and marketing power of email…what is better than that?


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Marketing Mania: Taylor Swift’s

Marketing Mania: Taylor Swift’s

Beyond • June 11, 2015

There is no other woman in Hollywood who is more famous right now than country-sweetheart turned pop-phenomenon, Taylor Swift. She is a major musical force to be reckoned with; the released of her fifth studio album, 1989, sold over 1 million copies its first week and became the best selling album of the year, she landed the cover of both Rolling Stone and Time magazine, and most recently, won a staggering eight Billboard Awards, including best album and top artist. The biggest Swift surprise was the build-up to her highly-anticipated music video for her fourth single, “Bad Blood.” The song had been heavily disputed by critics and fans about who the subject of the song is. A female friend turned enemy … a frenemy? Many speculated the song was about pop singer Katy Perry after Swift gave a subtly hinted interview, where she claimed that a fellow singer tried to sabotage her entire arena tour by hire a bunch of people from under her. Who knows whom the real identity of the singer is, but all we do know is the Swift got her revenge with the explosive success of the music video. Using the power of social media, Swift started the marketing plan ten days before its release by uploading a photo each day onto Instagram. The first photo were a Sin-City inspired movie poster that showed her as a protagonist Catastrophe. Each day brought on a new surprise celebrity guests as film characters…Selena Gomez as Arsyn, Kendrick Lamar as Welvin da Great, Jessica Alba as Domino, and Ellie Goulding as Destructa X. It doesn’t end there, but the rest of the star-studded lists also include Hailee Steinfield, Zendaya, Karlie Kloss, Hayley Williams, Lily Aldridge, Gigi Hadid, Lena Dunham, Serayah, Cara Delevingne, Martha Hunt, Ellen Pompeo, Mariska Hargitay, and Cindy Crawford … whew!! Don’t think that this is an actual full-length action film. It’s still only a music video! For a whole week straight, fans following Swift’s Instagram waited with bated breath to see whom the next celebrity will be. With a huge video like this, it would only deserve a grand premiere: the Billboard Music Awards on May 17th. Shortly after the premiere, the video was uploaded on Youtube, and broke the 24 hour Vevo record by garnering over 20 million views. Pity the next pop star that will try to beat this, but Taylor Swift won the marketing trophy for this one. Strategies with using a social media platform where she has over 31 million followers, daily sneak peeks, an award show premiere, and of course, a having a multitude of celebrity friends doesn’t hurt either!


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3 Epic Hacks for Building Your Email List

3 Epic Hacks for Building Your Email List

Beyond • June 4, 2015

Your email marketing campaigns are only as effective as your email lists. Your email list is the coveted list of subscribers who have opted in on being part of your wonderful world. However, this is not as simple as it looks. Even customers and clients who have known you for years may not easily be converted as subscribers. In fact, they may not even know you have an email list or that it’s of any value to be part of it. This is where email list building hacks come in. Building your epic email list is as much perseverance as it is strategy. Of course, it’s a given that your email campaigns should have share-worthy content, and you can certainly encourage readers to share those campaigns. However, email list building strategies are about more than doing the obvious; it’s about thinking outside the box to create something of value. #1 The Right Kind of Pop-up The fact is, people are busy and their attention is divided just about any which way you can image. This is why if you create a pop up subscription form on your website, you’re meeting your subscriber half way. Make it easier for them and they will sign up. Social Media Examiner, for example, notes that about 70% of their nearly 200k subscribers are all sourced from email subscription pop-ups. #2 Launch a Contest Contests are great ways to get your audience excited about your email marketing campaign. Rules for entry can be as simple as being a subscriber and answering a question that either has a right answer or calls for a creative answer. If you do decide to run a contest, be sure to set clear terms. Determine whether you’re going to launch a monthly contest, a weekly contest or a one-time contest. Also, be sure to share your content notification on social media as well, which is where of your potential subscribers are. And of course, make a big deal of winners on social media. #3 Create Segmentation Options People are going to be interested in different things and it’s to your advantage to offer customization in your email campaigns. For example, I’m much more likely to opt in for an email subscription that gives me a few selections to choose from. In the context of a news website, I’ll opt in for weekly updates and features. This works to both parties’ advantage: I get what I want and the company has me opting in twice, ensuring that they’ll be able to create more opportunities for visibility and engagement. The same goes for your business. Some subscribers are vendors and some clients – and neither really needs to (nor wants to) see email marketing campaigns directed at the other. If you’re an agency, then perhaps your clients only want to opt in for email newsletters that cater to their own interests rather. If you’re a publication that features 3 or 4 different subjects, then your subscribers are also more likely to opt in for one or two, versus all four. Having subscription segmentation also gives you an inside look at what your subscribers want to see. You might be surprised by the results.


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