Under: Email report
"If I had to decide today on one platform to design for, with all the disruptions, it would be the phone." That's from a talk that Mario Garcia, adjunct professor, Columbia University Graduate School of Journalism and CEO, Garcia Media, gave recently at the famed Poynter Institute in St. Petersburg, Fla. SIPA is very pleased to bring Garcia back to Florida for a Tuesday morning keynote at our Business Information & Media Summit (BIMS), Nov. 11-13 in Hollywood, Fla.
Interactivity just may be the buzzword for 2019. We talk about it for webinars, events, meetings. For six months, a whole floor of the popular Hirshhorn Museum here in Washington, D.C., is devoted to an interactive exhibit that measures our heartbeats, finger prints and grips. It translates into starry light shows, exotic patterns on the walls and even movement in mini-ponds.
According to SendGrid's 2018 Global Email Benchmark Report, readers are more likely to open their emails but less likely to click on the links in messages. The report found a sharp increase in opens overall—an aggregate open rate of 18%, up from 14.6% in 2017—and a click-to-open rate that continues to slump. While the aggregate click rate increased to 2% from 1.7% the year prior, the modest increase in clicks compared to opens meant the click-to-open rate fell from 11.6% to 11.1%.
"These changes reinforce our belief that recipients are becoming more discerning on what they click on," the report states. "While recipients may open more emails, they aren't necessarily going to click on links within the message."
Brian Cuthbert of Diversified Communications, who recently delivered a webinar for us on Aligning Editorial Strategy with Sales and Marketing, has his editors reach out to five cancelled members each month to ask "What can we do better?" and see if they will come back. "We've picked up 3% of cancelled members by doing this," he said.
A new Email Marketing Benchmark Report from SIPA member Informz says that marketing automation offers a way to take a more targeted approach to email campaigns. While the report focuses on association audiences, there are important analytics that can be gleaned for publishers as well.
“The uptick in engagement when using marketing automation can be directly attributed to perfecting the timing and relevancy of their messages,” said Joe Tyler, CEO and president of Informz, in a statement with the report. “Automated campaigns are the perfect vehicle for delivering content at precise times based on members’ behaviors, exactly when they’re looking for it, therefore eliminating concerns about email fatigue.”
They offer two examples:
A marketing automation campaign targeting website visitors and abandoned event registrations increased event registration by 25% and drove $19,000 in revenue.
A marketing automation campaign targeting ...