Your email open rates are changing

Unless you’ve been living on a remote island somewhere you’ll know that on September 20th Apple’s iOS 15 update was launched, containing a feature call Mail Privacy Protection (MPP) which – amongst other things – will eliminate the ability to accurately track email open rates. For the uninitiated, email opens are recorded using a tiny image in the email code. When the email is opened, that image loads, which tells the sender an email was opened, by whom, when, where and on what device. What Apple have done is add a ‘middle man’ into the mix, first routing emails through their own proxy servers to pre-load email content – including the tracking image – before serving the email to the…

Illustration representing data converted to imagery

AeSTATic value: 5 ways to turn your info into imagery

People like stats. People like numbers. How many points have you earned? What was your total number of steps walked last week? Was your screentime up or down? Personalised, bite-sized snippets of information are well-suited to the transient nature of email. Rambling walls of text (like this article) are not. But you know what’s even better than straight-up figures? Those figures… in graphical form. A picture is more engaging, more instinctively understandable. That picture might be a bar graph or a pie chart or any other visualisation that meets your need. If you can think it, there’s probably a way to do it. Let’s take the theme of loyalty points. If your customer can see their progress – rather than…

Does marketing to third party email data work?

The answer is it very much depends on how you do it. Often seen as the dark side of email marketing, sending messages to email addresses who did not sign up directly to your brand is frowned upon by many. It’s easy to see why – my inbox is already a busy place and I can do without even more emails I didn’t ask for thank you very much. As with your email marketing efforts to your first party lists, there are a host of things to get as right and as tight as possible. Data is king Long term success needs good data. Third party lists should be collected fairly and with transparency. People need to understand what to…

Image of You Tube video

Is your phone listening to you?

“I swear my phone is listening to me!” Whom amongst us hasn’t had that conversation with friends? “I just had a conversation with Homer about holidaying in the Maldives and up pops adverts for holidays in the Maldives on my Facebook”. Or “I was talking to Marge about trellis for my garden and the next thing I know Facebook is advertising trellises”. Well, Apple are about to change all that. At their WWDC 2021 conference yesterday (Worldwide Developers Conference), they announced changes to privacy. Which they hope will prevent such tracking and unsolicited targeted ads. How will this impact email? Where these changes may impact us as email marketers is in relation to the new Mail Privacy Protection function in…

Email Marketing Trends for 2021

It will be no surprise that customer behaviour has changed over the last year due to the pandemic and this is no different for email marketing. The way in which customers now receive, view and interact with emails has shuffled due to customers having more time at home, and a bigger perspective of what they want to be spending their valuable time on. Companies must therefore play close attention to their customers, analyse their email behaviour and observe their natural buying behaviour for which they can then use email to generate conversions.  The increase in internet traffic over the past year saw a significant increase in email open rates but a fall in click-through rates due to the sensitivity of…

Email Marketing Strategy Blog

Planning and implementing your email marketing strategy…part 2

Following on from last week’s blog I am taking a look at how you go about implementing some of the ideas mentioned and try and flesh out the opportunities afforded by the medium of email marketing. List Growth How do you go about growing your list? You can do this in many different ways, each one having their own level of effectiveness. The standard tools available are: Newsletter Sign Ups: Have a clear and obvious way of letting people sign up for emails, hiding your newsletter sign up at the bottom of the contact page is almost apologetic. You’ve paid for the eyeballs, now try and capture them. Place the sign up somewhere obvious. Also, look at using downstream popups…

Planning and implementing your email marketing strategy

Email Marketing Strategy Just because you can do something doesn’t necessarily mean that you should! It’s an old adage and one many email marketers would do well to consider before embarking on their email marketing strategy. If we start from what is possible the prospect of drawing up an email marketing strategy, budget, resource and timelines is daunting. I like to start from the other end, not what is possible but what does the business need. It sounds simple and the oft flippant response is more sales but that doesn’t always hold true. So start with a blank canvas and decide your business’s short, medium and long term goals, they may all turn out to be the same – sales,…

Split decision – what to consider when conducting an A/B test

Split decision – what to consider when conducting an A/B test

Which of these statements about A/B testing is correct? A. It’s a fun little experiment. B. It’s a powerful tool which must be handled correctly. The correct answer is B. Split testing is a powerful tool. And, like all tools, it has the potential to do more harm than good if it’s not operated with care. It’s therefore unfortunate that split testing is often treated more like option A. "Hey, let’s try this" says someone… and suddenly you’re conducting an experiment based on an arbitrary, last-minute decision. Testing in a haphazard and disjointed manner may garner useful insights into your customers’ behaviour but it’ll be mostly down to luck. Such unplanned testing is as likely to waste time on inconclusive,…

The importance of Email Marketing and Digital Marketing Strategy for your brand

Have you ever opened a marketing email and not immediately recognised what company it’s from or the purpose of the email? It has no sales pitch or story or maybe it doesn’t even match their website? Sometimes it’s not their fault, they test their emails on desktops but don’t realise their emails don’t render correctly on mobile, the device that the majority of people now open emails on. Believe it or not, some companies don’t even use email marketing and have no idea of the opportunity they are missing out on. Fundamentals of Email Marketing and Digital Marketing Strategy include an optimised website and great emails, even mobile-friendly ones. Said to have the biggest ROI and be the most cost-effective…

The Rise of the Spam Bots

Email marketers know the best distribution lists you can have are the ones grown organically, with a huge source being via sign up forms on your website. This means you can be certain that that person really wants to sign up…right? You might also have forms to capture such things as contact or blog comments to help you communicate with your users better. But just how safe are your forms really? If you haven’t added any protection to them against spam bots and malicious phishers, then sadly, not safe at all. The implications of this can often be dire for your success as an email marketer. Feedback from your users is a helpful way to know if you are collecting…