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How to Boost E-mail Lead Gen for B2B Publishers, Marketers

E-mail is a favorite lead gen channel for business-to-business publishers and marketers that AccuList USA supports with e-mail lists and database services. It’s no surprise that close to 90% of B2B marketers use e-mail to generate new leads when the latest data from the DMA shows e-mail marketing delivers an average $43 return for every $1 spent. But that doesn’t mean B2B e-mails are a guaranteed success. B2B e-mailers may want to benchmark their efforts against a recent infographic from EmailMonks that offers proven ways to help boost those all-important open and click rates. Some of those include:

Personalizing, Segmentation & Preferences

Marketers personalize e-mails because 91% get better open and click rates when they do, and that means going beyond using a first name to targeted, personalized content based on demographics, purchase and browsing history, subscriber interests, etc. Achieving that quality targeted personalization requires good list segmentation; blasting a one-size-fits-all message to the whole e-mail list is a recipe for low response. Segmenting by age, gender, preferences, purchase history and more delivers 14.31% higher opens and 100.95% higher clicks than non-segmented list campaigns, notes the EmailMonks infographic. Executing that personal touch also means permission-based e-mail that respects recipient preferences for how often and when they are contacted, so give subscribers the chance to manage the number and timing of e-mails. But what about before they  subscribe? Data shows that the average B2B recipient is most likely to open a 10 a.m. Saturday e-mail, to click on a 10 a.m. Tuesday e-mail, and to respond to an 8 a.m. Tuesday e-mail. Entrepreneurs and workaholics open, click and respond best to those Saturday morning e-mails!

Winning Subject Lines & CTAs

As the infographic points out, 35% of e-mails are opened based on the subject line alone. What makes up a winning subject line? Brevity is the soul of subject line wit; with 54% of e-mails opened on a mobile device, a subject line of around three words scores higher since most mobile devices can show only four to seven words across the screen. Personalization counts big, too; personalized subject lines are 26% more likely to be opened than general ones. And finally, the content counts; it’s less about click-bait attention grabbing than about a topic that matters to the recipient. Once the e-mail is opened, the crafting of a good call-to-action (CTA) will drive more click-throughs. The CTA should be noticeable and  “above-the fold”; in fact most brands prefer to place a CTA in the top third of an e-mail, and 48% match the CTA colors to their brand logos. Oh, and make sure the CTA links to an effective, mobile-optmized landing page, too.

B2B E-mails to Emulate

Looking for specific examples? SuperOffice, a CRM supplier, offers 17 B2B e-mail templates based on actual successful e-mails for B2B marketers to emulate. The templates include welcome e-mails, curated content e-mails, company announcement e-mails, new article e-mails, video e-mails, product update e-mails, reactivation e-mails, gated content e-mails, webinar e-mails, event invitation e-mails, case study e-mails and more. See https://www.superoffice.com/blog/b2b-email-marketing-examples/

 

Study: How Consumer E-mail Behavior Varies by Market Vertical

AccuList USA works with e-mail list and marketing clients on optimizing consumer response for variables that range from list targeting to subject lines to consumer behavior that differs by market vertical. So Movable Ink’s “US Consumer Device Preference Report: Q1 2017” offers valuable guidance on how opens, conversions, engagement and even order values are affected by market vertical and device preferences.

Smartphones Rule E-mail Opens

For all industries studied—retail, travel and hospitality, financial services, and media/publishing and entertainment—the report found most e-mails are opened on a smartphone as opposed to a tablet or desktop. Smartphone e-mail opens have especially jumped for financial services, up 7% from the fourth quarter of 2016 to reach 70% of opens in the first quarter of this year. Financial e-mail opens on smartphones actually peak at 74% on Saturdays, so financial services marketers should plan to reach consumers on the go. However, retail is not far behind, with 61% smartphone opens for apparel and 57% for non-apparel e-mails. While smartphones still led opens, the more content-heavy media, publishing and entertainment vertical also has a good portion of desktop e-mail opens at 32%, followed by travel and hospitality with 29% desktop opens. Tablet opens are also stronger for media and publishing at 18%, higher than any other industry.

Desktops Lead Retail Conversions, Order Values

Mobile optimization is clearly key for open rates, but retailers should not neglect desktop design because that’s where the orders are racked up. Non-apparel retailer e-mails attribute 73% of conversions to desktop use, for example, with 51% of conversions on desktop for apparel retailing. Smartphones are catching up, however, with 40% of conversions snagged by smartphones for apparel retailers, the highest of any vertical. Desktops also deliver the highest average order value for retailers: $171.04 for apparel and $138.57 for non-apparel sales. However, tablet users also score good orders in apparel retailing, with an average order value of $169.69 in the first quarter, up from $126.13 in the fourth quarter.

Read-Time Engagement Prize Goes to iPhones

When it comes to e-mail reading time, the study generally found that iPhones are able to capture more attention than Android mobile phones, Android tablets, desktop computers, or iPads. The finance industry had the longest read lengths on iPhones, with 68% of subscribers spending 15 or more seconds reading their e-mail thanks to the Apple devices. This was followed by desktop computers, where 58% of subscribers read financial e-mail messages for 15 seconds or more. Media, publishing and entertainment e-mails also garnered high iPhone read time, with 61% reading e-mail for 15 seconds or more.

For more data, see the report summary and handy infographics at https://movableink.com/blog/consumer-device-preference-report-q1-2017/

 

 

 

 

Why Direct Mail Remains Buoyant in Digital Flood

In the tidal wave of digital marketing options, prospects for our direct mail lists and support services sometimes worry about investing in an “old-fashioned” mail channel soon to be washed away by changing preferences and digital efficiency. So we like to keep providing data to show that direct mail is actually riding atop the digital crest.

Businesses Have Solid Reasons to Direct Mail Today

For example, a recent business.com post by entrepreneur Brian Roberts cites five basic reasons businesses should use “snail mail.” No. 1, thanks to a drop in mail volumes, mailers today enjoy much less competition for audience attention in physical mailboxes compared with spam-jammed e-mail inboxes or ad-laden web platforms. Plus, No. 2, those mailed communications aren’t going to be culled out by high-tech spam filters as is so much of today’s e-mail. No. 3, once delivered, a physical mail piece is a lot likelier to be opened than an e-mail message. As data firm Experian recently reported, 70% to 80% of direct mail recipients say they open their mail, and, per InfoTrends’ most recent data, a third of U.S. consumers report they read direct mail marketing more than e-mail marketing, and another 34% read both with equal frequency.  No. 4, direct mail allows a lot more creative freedom, unlimited by file size, spam filter triggers or flat visuals. Mail can be dimensional, digitally interactive, multi-sensory, immediately gratifying with promotional rewards, and more. Now that personalization is key, direct mail also outdoes digital, with 70% of Americans saying physical mail is “more personal” than e-mail, per Experian. Finally, at  No. 5, mail is great for geo-targeting and driving traffic to physical locations, with in-store-only promotions at retail stores as an example. Plus, it can drive digital traffic; 60% of direct mail recipients visit a website mentioned in direct mail, Experian reports.

Trends Prove Direct Mail’s Continued Business Appeal

A study by the Boston Consulting Group confirms that total spending on direct mail is expected to rise from 11% to 12% by 2020. The simple reason for snail mail’s survival is its continued marketing power. U.S. Postal Service surveys have found that consumers who receive direct mail spend 28% more than those who don’t, for example. As we’ve noted before, the Data & Marketing Association’s 2016 “Response Rate Report” put direct mail response rates at 5.3% for house lists and 2.9% for prospect lists, the highest DMA-tracked response rates since 2003, and far higher than the less than 1% of various digital channels. That is what sustains mail’s strong ROI. For a great summary of direct mail trends and stats, see the Experian infographic at https://www.edq.com/resources/data-quality-infographics/how-direct-mail-is-winning-in-the-age-of-the-internet/.