According to the Experian Marketing Services market survey addressing email acquisition and engagement tactics, 44% of total opens occur on mobile devices; 52% of marketers have used animated gifs in their email campaigns; marketers are seeing strong survey completion rates, regardless of offer; email is a strong performer as a generator of both website traffic and revenue; email marketers are testing subject lines and creative more than any other factors; 78% of brands use sales associates to collect email addresses.
Email marketing continues to be the hub and a driving force in cross-channel integration, says the report, as marketers’ email strategies act as connectors to Website, mobile, social and in-store channels. The study surveyed email marketers across eight verticals about their email-marketing initiatives.
Peter DeNunzio, general manager at Experian Marketing Services CheetahMail, says, “… more email marketers (are) testing new engagement strategies to expand their reach into other marketing channels… (as) a spearhead… towards true cross-channel optimization…” The continued efficacy of email marketing makes email address acquisition a prime tactic for high return on investment (ROI). Today’s email marketers are using multiple channels to acquire new subscribers. Key findings show that:
What are the most powerful ways B2B lead generation marketers will be using big data in 2013?
1. Some may say attribution – understanding which channels, content, and messaging is working best.
2. Others may claim personalization and engagement scoring – delivering the right message to the right person at the right time.
3. A few may argue sales efficiency and effectiveness – giving the sales department more relevant information at the right time, helping to close more business faster.
4. But ultimately, I believe the most compelling case can be made for closing the loop – from marketing lead to sale and ultimately maximizing true ROI.
To be fair, I introduced these use cases in my last post, “What’s the Big Deal With Big Data.” And I do believe closing the loop is the most compelling, so let’s take a closer look here.
B2B email marketers: writing a business-themed email? Use terms such as “money,” “revenue,” and “profit” in the subject line, and avoid words such as “ROI,” “asset,” and “industry.” That’s one of many takeaways from a new reportPlease login or create an account in order to access this content. by Adestra, which analyzed almost 1.2 billion B2B emails sent within the past 12 months. The study examines performance metrics across a number of subject line themes – including discount, news, and content – and also looks at subject line length and personalization.
This latest study from Adestra follows from its July 2012 report, which was not limited to the B2B sector.
Find out what works and what doesn’t…
Marketing is rapidly becoming more quantitative as a mix of art and science. Digital and marketing automation are major factors. IDC has found that CMOs and CIOs are now sharing budgets to support marketing and sales. Data-driven marketing takes time to implement and IDC says it goes through four stages.
IDC Group Vice President, Rich Vancil, Executive Advisory Services, and Joe Pucciarelli, vice president & IT executive advisor at IDC bring marketer and IT professional expertise to a discussion of why two C-suite executives must work together and what the end result may be.
Click to listen to this webinar…
They told IDC’s CMO Advisory Service that marketers and sales pros need to be selective in what information they provide. Technical, peer-based, and/or third-party content are preferred. In the buyer research covering more than 200 companies, the respondents admitted that they’re partially responsible for the growing sales cycle and if you can help shorten it, their appreciation could lead to a sale.
Find out how you can be the 1 in 10 new vendors to get a response from a call or email…. Click here.