Email Marketing & Lead Generation – 30 key insights from FIRST

May 7, 2014 | Email Marketing

FIRST Process Diagram v2-04

FIRST on Email, Lead Gen and Data

  1. Email subject lines may take on a whole new level of importance: Assuming the email made it into the Gmail user’s Priority Inbox, Google may choose to display it alongside search results pages. (Source: imediaconnection.com)
  2. Why do you think men’s fashion e-com retailer Bonobos sent their entire database an email urging their customers to move Bonobos to the primary inbox in Gmail’s new interface? Firstly, because they understand that email is a key revenue driver. Secondly, maximum email channel rev starts with a great open rate! (Source: ryanspoon.com)
  3. 51% of all emails were opened on a mobile device in 2013 [infographic]: 26% on iPhone, 12% on iPad and 12% Android (Windows and others at <1%). (Source: getpocket.com)
  4. Only 15% of companies have tested their email marketing templates on mobile devices (Marketo). Given mobile opens are set to surpass desktop this year, make this a priority! (Source: marketingtechblog.com)
  5. If the 20% of your loyal customers account for 80% of your revenue, how much emphasis should be placed on your email channel? Will you require more robust data analysis and decision support to evaluate this increased focus? (Source: marketingprofs.com)
  6. Custora reports that the lifetime value of a customer acquired through email is 11% more than one acquired via Facebook or banner advertising. (Source: blog.3di.co.nz)
  7. “Don’t miss” in an email subject line has a 40% better chance of attracting a click compared to the average B2B email (Adestra subject line analysis report 2013). (Source: marketingprofs.com)
  8. According to Experian, avg order $ value from Email has increased 14.4% comparing 1Q12 to 1Q13 (across all Experian clients at the time). (Source: marketingprofs.com)
  9. Email database quality is still the biggest challenge facing email marketing (Econsultancy). Perhaps it’s time for marketers to trial alternative data acquisition methodologies: Co-reg is a great way to build opt-in email lists quickly and cost-effectively. (Source: exacttarget.com)
  10. Useful collection of email stats by industry: CTR (unique clicks / delivered) and open rate. Retail is second highest on OR but fails to convert the click (Silverpop). (Source: econsultancy.com)
  11. 41% of commercial emails were opened on mobile devices for Q3/Q4 2012 (33% on iOS) – mobile is on track to surpass desktop this year. (Source: marketingprofs.com)
  12. Email is the key lever to drive repeat purchase. (Source: litmus.com)
  13. Yes, general browser usage stats show Chrome and Safari growing fast (and IE and Firefox dying) but at 51% usage, Internet Explorer is still the browser of (forced) choice for checking web based email – likely due to workplace IT lock-down. (Source: litmus.com)
  14. 36% of emails are now opened on a mobile device: Good rundown of Responsive vs Scalable mobile email design (Infographic). (Source: marketingtechblog.com)
  15. With 43% of all email opens occurring on a mobile device, it’s important to understand how your email will look when opened on one. View the infographic to see specifics for the iPhone 5, Galaxy Note II, Nexus 4, Lumina 920 and the BlackBerry Bold 9900. (Source: litmus.com)
  16. Are your customers helping you generate more leads? – If you need a good case study of incentivised referral marketing done well, look no further than Dropbox. (Source: blog.kissmetrics.com)
  17. NZ’s first case study on lead gen optimisation: Lead source websites that exist to provide a service other than lead gen in the first instance provide the best returns. Expertise is required to leverage this fact, maximising lead volumes and optimising for quality across multiple lead sources (metric: advertiser conversion rate and/or $ rev generated). (Source: blog.3di.co.nz)
  18. Tactic #5 to acquire new customers: Double loop referrals. Case study for New Zealand? Powershop. (Source: moz.com)
  19. Low cost and measurability mean Email is still the #1 (B2C) prospecting channel. (Source: getpocket.com)
  20. Email marketing is still rated the #1 tactic for effective lead gen for 51% of B2B marketers (n=435, Ascend2/Research Underwriters). (Source: emarketer.com)
  21. Nice summary on why Dropbox has been so successful, in part because they have created a user experience that people love: Everything is super easy, trust is built and before long there exists product dependency. Paying for the service becomes a consumer necessity. (Source: blog.kissmetrics.com)
  22. What are you really doing to keep your ecommerce customers buying? Remember: “Repeat shoppers, representing just 8 percent of all site visitors, accounted for nearly 41 percent of total online sales” (Adobe 2012, US). (Source: practicalecommerce.com)
  23. Much like other data providers with access to offline transactional data, Datalogix is positioned very well indeed. (Source: techcrunsh.com)
  24. Nice decision-making flowchart to help find the most suitable way of presenting information in the form of an infographic. (Source: econsultancy.com)
  25. The measurement of B2B content marketing should focus on the end goal: Did you engage the people that matter, and did they fill in the lead capture form. “Instead of thinking of content as a means to fill all channels, where analytics just show how each channel is performing, you should measure who viewed your content”. (Source: venturebeat.com)
  26. AdWords Enhanced Campaigns now support campaign scheduling for call extensions. Good news for B2B lead gen. (Source: searchengineland.com)
  27. How to use Facebook’s Graph Search for intelligence gathering and B2B prospecting. (Source: siegemedia.com)
  28. “Nearly 50 percent of marketers agree that data is the most underutilized asset in their organization, with less than 10 percent saying they currently use what data they have in a systematic way” (Teradata, n=2,200). (Source: teradata.com)
  29. A scary stat given the multitude of targeting technologies on the market today: “Only about one-third of [B2B] marketers are incorporating targeting and segmentation in their digital advertising” (n=243, US). (Source: marketingprofs.com)
  30. Good reminder on data risk: The media and retail industries are reporting the highest incident rates for hacking. And for insurance most data loss occurs due to fraud/social engineering (KPMG). (Source: blogs.hbr.org)