Comments on: Permission As an Email Marketing Engagement Strategy

By: Yeah, I have their permission. So what? | Coldfire Inc.

Yeah, I have their permission. So what? | Coldfire Inc. — Fri, 14 May 2010 19:09:34 +0000

[...] Permission As an Email Marketing Engagement Strategy [...]

By: Using email for marketing | Christa M. Miller

Using email for marketing | Christa M. Miller — Mon, 26 Apr 2010 15:07:36 +0000

[...] I make no bones about being brand-new to marketing. I know content really well, but I’m still working out the nuances of attracting customers and building loyalty and so on. The general understanding I had about list-buying – the practice of buying targeted customer lists through which to market products and services – was that it’s a big no-no. [...]

By: Email Marketing Software Gives You Vital Statistics To Boost Your Business | Business Training Resource

Thu, 18 Feb 2010 13:18:09 +0000

[...] Permission As an Email Marketing Engagement Strategy (mpdailyfix.com) [...]

By: Stephanie Miller

Stephanie Miller — Mon, 15 Feb 2010 22:23:46 +0000

I’m not sure that open or click through rates are down overall, but certainly, for those marketers who are only broadcasting generic messages, their rates will be down. As you say, it’s hard to use those “industry benchmarks” because you don’t know the personality behind the data!

What we do see increase response is more segmentation, more targeted content customization and more interactivity.

Best,

Stephanie

By: harry hallman

harry hallman — Mon, 15 Feb 2010 14:08:16 +0000

Thanks Stephanie. We also have to be careful when we measure. Smaller lists generally get ( in my experience) higher open rates. So when you do a double opt in, I have to assume you get a smaller number of registrations and the list is smaller.

Would you also agree that email open rates have been dropping over the last 10 years? Back in 2000 we often got 40-60% open rates and now $15 is considered great.

By: Stephanie Miller

Stephanie Miller — Fri, 12 Feb 2010 22:45:03 +0000

Great questions, Harry! I have not seen a report like that, but would sure like to.

We have some data from client activity – where click through rate lifted by 20% when a file was re-permissioned. Also, some of our retailer clients have both kinds of files… an opt in and an opt out. The opt in always has higher response rates, sometimes by just 5%, often by closer to 50%. Really depends on the business and the brand relationship.

Anyone else have any good stats?

THANKS
Stephanie

By: Stephanie Miller

Stephanie Miller — Fri, 12 Feb 2010 22:43:23 +0000

Thanks so much for the thoughtful comments, Hugh. Totally agree with you – subscriber fatique is very real.

Factor in also that many subscribers now access email via a mobile device or even a social network, and it complicates the challenge. Relevancy and amazing subject lines can make a huge difference.

Wonder how many marketers spend time on their subject lines, given how important they are?!
Not enough, as evidenced by my own inbox!

Best,

Stephanie
@StephanieSAM

By: Stephanie Miller

Stephanie Miller — Fri, 12 Feb 2010 22:41:44 +0000

Glad you found it helpful, Elaine! It seems sometimes to go against common sense to ASK rather than ASSUME permission – but if we want to have relationships and not just connections, we have to respect the other person’s interests and wishes. Now, that doesn’t mean you stop selling Provide a compelling experience and great reason to sign up, and you’ll have lots of active subscribers.

THANKS
Stephanie
@StephanieSAM

By: harry hallman

harry hallman — Fri, 12 Feb 2010 17:17:14 +0000

I was wondering if you have any statistics on open rates and CTR for:

1- 100% Permission email lists.
2- Non permission lists that have been used over a period of time.
3- New non permission lists.

Anybody?

By: Hugh Allspaugh

Hugh Allspaugh — Thu, 11 Feb 2010 19:00:21 +0000

You said it, “Permission does not give marketers a license to just send whatever, whenever.” According to a recent (1/28/10) Smith-Harmon (Responsys) report, the volume of promotional retail emails grew 12% from 2008 to 2009 and 39% from 2007 to 2009. Forrester has been reporting for some time that email registrations by consumers with companies grows during a recession because consumers want deals, coupons, discounts, etc. That’s the #1 reason. But most of the email coming my way is “whatever, whenever.”

The problem consumers are facing now (especially over the past holiday season) is a significant increase in the volume of emails in their inboxes. Again the Responsys report showed that monthly volumes of emails by an individual retailer grew 16.8% from 11.3 to 13.2 emails in November. I think I subscribe to maybe 20+, so do the math. The clutter is overwhelming. Unless I’m in the market for what’s being offered or there’s a really tempting deal in ther subject line, the “delete” factor is significant.

Email marketers have to focus on being relevant through better segmentation strategies and by understanding behavior (browse and purchase triggers are a good start). And if they really want the channel to succeed, it’s a great idea to seek “permission” regularly. Call it a list hygiene strategy if that’s what it takes, but I think it’s common sense and fundamentally good customer relationship management.

By: Elaine Fogel

Elaine Fogel — Thu, 11 Feb 2010 18:39:18 +0000

Good point about sending a follow-up e-mail and asking if recipients want to subscribe. Thanks, Stephanie. Common sense reminder.

By: Stephanie Miller

Stephanie Miller — Thu, 11 Feb 2010 17:53:00 +0000

Thanks, Pat – totally agree. It’s a shame, but I think many feel that it’s our God-given right as marketers to send whatever we want to customers. Of course they will be interested

The social nature of the Internet changes the game – and increases the penalty if we don’t respect customer permission.

Thanks for the comment!

By: pat strader

pat strader — Thu, 11 Feb 2010 15:53:50 +0000

Great perspective, thank you. I always find it a head scratcher that given the wide-spread use of email as a marketing tool, so few understand the concept of opt-in.

“well they bought something from me once upon-a-time and I have their email address….”