Showing posts with label email. Show all posts
Showing posts with label email. Show all posts
Sunday, December 11, 2016
Friday, October 28, 2016
Why You're Getting Black Friday Emails on Halloween
Answer the following questions...
How many emails do you get every day?
How many of them do you really open and read?
What e-newsletter do you subscribe and why?
...do you still think email is dead?
Email Is Not Dead
Due to the flood of social media channels and mobile apps, people tend to underestimate the power of emails. I admit that I also used to think email was an old school stuff. However, US customer-acquisition of email has increased since 2010. In addition to that, email has a higher ROI of 122% than any other marketing format, which is four times more than social media, direct mail or paid search, according to Direct Marketing Association.
In the age of digital, everyone has at least one mobile device. It also plays a significant role in making email marketing effective. Before I got my first smartphone in 2011, I rarely checked my inbox. If someone told me he/she emailed something, then I logged into my account. What about now? The first thing I do as soon as I wake up in the morning is to check my three email accounts. First, I look through if there is anything urgent to react/reply to promptly. And then, I read e-newsletters and promotions throughout the day.
You've Got a Black Friday Email
From a few weeks ago, I started to get promotional emails and news articles regarding Halloween. Holidays and other special days/events are a very good bait to attract customers for marketers. Now go to your inbox and look at them thoroughly... you've got a Black Friday email!
Earlier this week, I found an interesting article about email marketing, Black Friday Emails Coming Early As Christmas Creeps In On Halloween. It explains well why you're getting Black Friday emails and the recent trends in emails. Here are main points of the article and my comments on each of them.
1. Be ahead of the rush
Right. This is exactly why you got Black Friday emails this early. No one wants to directly face heavy traffic (a.k.a. bloody competition). According to data collected during the holiday season last year, marketers concluded that there would be no negative aspect of sending out emails earlier. Rather, it would be less annoying for recipients. Yes, I would definitely open the promotional emails and start to plan holiday shopping. I'm not sure I will make a purchase, but at least I will remember those first emails.
2. The more emails, the less engagement
Holiday emails have increased over the past two years, but average open rates have decreased. As 'the day' approaches, we get bombarded with countless of marketing emails. The engagement of emails that has a subject line with "Black Friday" drops due to email fatigue. If you want your emails stand out of many others, come up with fresh and creative subject lines, and customization. Don't bother your subscribers by throwing emails over and over. It's time to play smart and be a little tricky. Always think in the perspective of customers.
3. Know your target
Marketers should analyze their email metrics and focus on target audience who engage more. Here customization is recommended again. For some people, just one email would be so annoying, but for some other people who are more loyal to or interested in your brand, one or two more promotion would work. Look at your data and divide your email list into segments based on its response. And target them with customization. You will successfully be positioned in their minds.
4. Be a friend with "unsubscribe" and "email less"
Don't worry, it's not a suicide. Don't bury your 'unsubscribe' button. I get even furious when it's hard to opt out of your email list. Why don't you provide one last shot, email less, before letting people go? Customer acquisition is so much harder than retention. Let some people stay inside your zone even though they are far away to reach. Make a separate segment with the people of 'email less' option and send more critical emails to encourage their engagement.
Heena's Review
Look like email lost to a rising star, social media, but in reality, email is the most effective and the least difficult marketing tactics. As the holiday season comes, my inbox will be flooded with promotions. This year, I'm going to pay attention to what's happening why it's happening. As a marketing student, I'm a bit excited to check them out to see the trend in email marketing, which would have been a headache if I was not a marketer.
How many emails do you get every day?
How many of them do you really open and read?
What e-newsletter do you subscribe and why?
...do you still think email is dead?
Email Is Not Dead
Due to the flood of social media channels and mobile apps, people tend to underestimate the power of emails. I admit that I also used to think email was an old school stuff. However, US customer-acquisition of email has increased since 2010. In addition to that, email has a higher ROI of 122% than any other marketing format, which is four times more than social media, direct mail or paid search, according to Direct Marketing Association.
In the age of digital, everyone has at least one mobile device. It also plays a significant role in making email marketing effective. Before I got my first smartphone in 2011, I rarely checked my inbox. If someone told me he/she emailed something, then I logged into my account. What about now? The first thing I do as soon as I wake up in the morning is to check my three email accounts. First, I look through if there is anything urgent to react/reply to promptly. And then, I read e-newsletters and promotions throughout the day.
You've Got a Black Friday Email
From a few weeks ago, I started to get promotional emails and news articles regarding Halloween. Holidays and other special days/events are a very good bait to attract customers for marketers. Now go to your inbox and look at them thoroughly... you've got a Black Friday email!
Earlier this week, I found an interesting article about email marketing, Black Friday Emails Coming Early As Christmas Creeps In On Halloween. It explains well why you're getting Black Friday emails and the recent trends in emails. Here are main points of the article and my comments on each of them.
1. Be ahead of the rush
Right. This is exactly why you got Black Friday emails this early. No one wants to directly face heavy traffic (a.k.a. bloody competition). According to data collected during the holiday season last year, marketers concluded that there would be no negative aspect of sending out emails earlier. Rather, it would be less annoying for recipients. Yes, I would definitely open the promotional emails and start to plan holiday shopping. I'm not sure I will make a purchase, but at least I will remember those first emails.
2. The more emails, the less engagement
Holiday emails have increased over the past two years, but average open rates have decreased. As 'the day' approaches, we get bombarded with countless of marketing emails. The engagement of emails that has a subject line with "Black Friday" drops due to email fatigue. If you want your emails stand out of many others, come up with fresh and creative subject lines, and customization. Don't bother your subscribers by throwing emails over and over. It's time to play smart and be a little tricky. Always think in the perspective of customers.
3. Know your target
Marketers should analyze their email metrics and focus on target audience who engage more. Here customization is recommended again. For some people, just one email would be so annoying, but for some other people who are more loyal to or interested in your brand, one or two more promotion would work. Look at your data and divide your email list into segments based on its response. And target them with customization. You will successfully be positioned in their minds.
4. Be a friend with "unsubscribe" and "email less"
Don't worry, it's not a suicide. Don't bury your 'unsubscribe' button. I get even furious when it's hard to opt out of your email list. Why don't you provide one last shot, email less, before letting people go? Customer acquisition is so much harder than retention. Let some people stay inside your zone even though they are far away to reach. Make a separate segment with the people of 'email less' option and send more critical emails to encourage their engagement.
Heena's Review
Look like email lost to a rising star, social media, but in reality, email is the most effective and the least difficult marketing tactics. As the holiday season comes, my inbox will be flooded with promotions. This year, I'm going to pay attention to what's happening why it's happening. As a marketing student, I'm a bit excited to check them out to see the trend in email marketing, which would have been a headache if I was not a marketer.
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