2 x Reasons why people won’t buy your products

1. They don’t believe they have the problem that your product offers to solve, (which includes a belief that the problem is not big enough for action).

2. They do not believe your solution will work. Spend SERIOUS time in analysing and formulating a break-through response to these two often unspoken objections. Find out the consequences of not buying. Are the consequences financially measureable? Is the loss acceptable? Is it a priority?

Stay REAL!

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Top 12 eMail Marketing Metrics

Although every product, company and mailing list is unique, here are a few interesting email metrics to help you benchmark your results.

1. Overall unique open rate has decreased to 11.6% over the past year [cold lists].
2. Open and click rates are the highest on Sundays for impulse buys and lead generation.
3. Subject lines of 35 characters or less tend to receive 52% higher open rates [cold list].
4. Personalised messages to a cold list can decrease opening rate from 11.6% – 6.7% [Test Nov 2011].
5. Personalised messages to people, who have already engaged with you get 7% higher opening rates  [MailerMailer report July 2011].
6. 75.8% of total opens are expected in first 24 hours.
7. 10% buy after first contact; 67% take up to a year [Sept 2011].
8. The right image increases click through rates by up to 120%. [Digitalmarketinglab Jan 2012].
9. Short emails get higher Cars. [Digitalmarketinglab Jan 2012].
10. 294 billion emails travel around the world daily. [Radicati Group Dec 2011]
11. 74.6% of adults prefer email marketing.**
12. 67% of organisations plan to increase their email marketing budget for 2012, at an incremental adspend of 30% more than in 2011.**

and
294 billion emails travel around the world daily. [Radicati Group Dec 2011].
Inbox clutter continues to drive down opening rates, a leading factor in failed email campaigns.**

ref **  MarketingSherpa 2012 eMail Marketing Benchmark Report. Sample 2735 email marketers.

Colleen Backstrom
Kaleidoscope Online Marketing – www.kscope.co.za

eMail marketing 2012.The good and the bad news.

GOOD.
74.6% of adults prefer email marketing. Despite the growth of social media there are nearly a billion more email accounts than social network accounts. Email marketing remains one of the most cost effective tools for marketing and client engagement.  And in terms of ROI there is no medium that gives you better value.

GOOD.
67% of organisations plan to increase their email marketing budget for 2012, at an incremental adspend of 30% more than in 2011.

BAD.
Inbox clutter continues to drive down opening rates, a leading factor in failed email campaigns. As the tolerance for inbox noise reaches breaking point, companies who fail to use proven subject line templates will not succeed.   ref MarketingSherpa 2012 eMail Marketing Benchmark Report. 2735 email marketers

5 BIG eMail marketing alerts for 2012.

no1. eMail marketing takes a giant step forward. Bulk emailing becomes a thing of the past, and the right message of engagement to a segmented market becomes the name of the game. Content and design quality at last take a step forward. Knowledge of eye-tracking studies ensures that the messaging is understood at a glance. And response mechanisms drive responses directly to the sender.

no2. Short emails get higher click-through rates.  3-5 short paragraphs, 35-55 characters per line. Profits are increased through selective interaction with identified individuals.

no3. The subject line drives the campaign.  Getting attention in an overcrowded inbox is the biggest challenge. Nothing happens until the email is opened. Marketers start using proven and tested subject line templates.

no4. The picture does the talking.  The right imaging increases click-through rates by up to 120%. *ref Digital Marketing Lab.

no5. Quality content drives conversions.  Marketers invest in professional tailored content to stand out in an every expanding inbox.

by Colleen Backstrom, Kaleidoscope Online Marketing www.kscope.co.za | 021 462 2291