Good Monday morning, marketers! Let’s get this summer workweek off to a productive start with a few pertinent news items.
Email increasingly favored by major advertisers
Big-spending advertisers are moving away from traditional media and toward email and other digital channels, reports Andrew Meola on Business Insider, citing an Ad Age report on the top 200 advertisers ranked by total ad spend. “These big spenders are moving their marketing budgets into digital channels because it can help them more effectively target their ad campaigns and reach younger audiences. These targeted campaigns include personalized communications, timed messages, and ads aimed at specific demographics,” Meola writes. He cites Dick’s Sporting Goods as an example of a retailer transitioning from traditional media to email to send targeted and personalized messages.
Calculating lead-generation costs
Generating good leads is critical to email marketers – but it is a process that comes at a cost. Do you understand how to calculate the cost of the leads you generate? If not, a post on the Pinpointe Marketing Blog by Jeanne Jennings can help. The post lays out a step-by-step approach to calculating the overall cost of lead generation that takes into account expenses related to media placement/distribution, lists, labor/agency, campaign creative, incentives and other factors. The post has good news for email marketers: according to a study it cites, email leads are less expensive to generate than those for other channels, such as print, radio and television advertising, trade shows and events.
Keep in mind that it’s about them, not you
Mark Brownlow, writing at Smart Insights, says that the words email marketers sometimes use to describe their intended recipients – like targets, segments and clusters – are indicative that sometimes we lose sight of the fact that our messages are being sent to “sentient beings.” He encourages email marketers to “get out of your own head and build email campaigns for people.” To do that, he suggests steps that include ensuring that actions required within emails are adapted to recipients’ skills, understanding consumer habits, and paying very close attention to the language you use. “Make sure you remember your target audience aren’t always like you,” he advises. “Write emails for them, not you.”
Tips for international email marketing success
Writing on the Return Path blog, Soukeina Premdjee offers useful advice for email marketers looking to make a global impact with their messages. “The basic treaty that exists between marketers and mailbox providers applies globally and focuses on four key areas: data quality, sender reputation, authentication, and subscriber engagement,” she writes. She offers tips for success in those areas and examines language requirements and legislative guidelines in several major countries. “Since the world has now become a global village, practices are mostly similar around the world. But individuals still want to be considered unique and different from others and, hence, when they’re giving you personal information, they are expecting you to make use of it in a way to benefit them and establish a valuable relationship with them,” she advises.