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In my last two posts about email marketing, I covered challenges and objectives. In today’s post I want to look at email marketing tactics.
Keeping in mind that targeting recipients with highly relevant content is the most significant challenge to email marketing effectiveness, the question now is what’s the most effective email tactic to increase relevancy?
This chart incorporates three sets of data on relevancy tactics. The level of effectiveness is shown on the vertical axis while the degree of difficulty to implement the tactic is shown on the horizontal axis. The size of each sphere represents its level of usage.
According to MarketingSherpa’s 2011 Email Marketing Benchmark Report, the most effective tactic to increase relevancy is triggered emails. At HubSpot, we use our marketing software's Lead Nurturing emails to keep in touch with prospects.
But here’s the rub - that tactic is not the most implemented by email marketers, as the chart below outlines.
According to MarketingSherpa, it seems that harried marketers choose NOT to invest the time into pre-planning a triggered email campaign. Instead, email marketers find it more efficient and customer-centric to use self-service tactics such as encouraging subscribers to specify their email preferences or segment email based on specific actions the subscriber takes.
Segmenting, automatic sends based on triggers, specifying email preferences, this is where email marketing gets complicated and where you can get the best results.
At this year’s MarketingSherpa Email Summit you can take advantage of the $700 HubSpot ticket discount and learn more from the 21 case studies presented by companies such as Pandora, Volvo and HubSpot.
What do you consider to be the most effective email marketing tactic?
This chart incorporates three sets of data on relevancy tactics. The level of effectiveness is shown on the vertical axis while the degree of difficulty to implement the tactic is shown on the horizontal axis. The size of each sphere represents its level of usage.
According to MarketingSherpa’s 2011 Email Marketing Benchmark Report http://www.sherpastore.com/2011EmailMarketingBMR1.html, the most effective tactic to increase relevancy is triggered emails.
But here’s the rub - that tactic is not the most implemented.
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