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Most Web workers know that email marketing is one of the most effective strategies that businesses can use to reach their customers, but a new study reveals that one email marketing strategy outperforms the others.
Email marketing provider StrongMail surveyed more than 1,000 business leaders last year regarding the benefits of lifecycle email marketing, the results reveal that timing is everything – especially when it comes to email marketing.
Lifecycle emails are timed to reach customers at opportune moments in order to increase engagement – and the study proved that this strategy does just that. Among the survey respondents, 67 percent reported increased subscriber engagement, while 55 percent claimed they saw an increase in open and click-through rates after making the switch to lifecycle email marketing.
Part of the reason why this email marketing strategy outperforms traditional batch email marketing is because of the extra effort that is taken to create and deliver the message at the right time, which increases the likelihood of consumers responding to it. In fact, according to StrongMail, one of their clients experienced a 16 percent increase in revenue by transitioning from traditional to lifecycle marketing.
“These numbers make sense to us, of course,” says Kara Trivunovic, vice president of agency services, StrongMail. "As with so many other aspects of marketing, timing is one of the most important elements for success and that is no less true when it comes to email marketing. Companies that rely on the quality and strategy of their emails simply see better results than those bombarding their readers with quantity. As a result, they spend less time chasing leads and building customer loyalty.”
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Email, Social, and Your 2012 Web Budget
posted by Peter A. Prestipino @ 4:15 PM
Wednesday, December 7, 2011
Marketing solutions provider StrongMail has analyzed how businesses plan to budget and prioritize marketing spend in the coming year, announcing the results of its "2012 Marketing Trends" survey today.
Perhaps most heartening is that marketing budgets will remain healthy next year, with 51% of responding companies increasing and 41% maintaing their current marketing budgets. The survey also indicates that email (60%) and social media (55%) will attract increased investment.
The top email marketing initiatives for 2012, according to Strongmail respondents, are increasing subscriber engagement (48%), improving segmentation and targeting (44%) and growing opt-in email lists (32%). Data integration is key to achieving these top priorities, but it is also identified as the primary email marketing challenge in 2012 (45%), followed by lack of resources (43%) and content management (40%).
"While email marketing leads the pack in terms of increased investment in 2012, the data also reveals that marketers need to overcome key challenges around data integration and resource constraints," said Christopher Marriott, vice president of agency services at StrongMail. "Whether managing and optimizing existing email marketing programs or enabling integration with social media and mobile, there is a real opportunity for full-service email marketing providers like StrongMail to help companies get the most out of their interactive marketing investments in 2012."
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