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stats The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018

In our 36-criteria evaluation of B2B marketing automation platform (MAP) providers, we identified the six most significant ones — Act-On Software, bpm'online, Marketo, Oracle, Salesforce, and SAP — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals make the right choice. [...] [more]
forrester.com    Automation, ESP, Study, B2B

tactics Optimising your email marketing - moving past A/B testing

To truly improve on your results and drive engagement you need to look even further than those two classic KPI’s. Quantitative data only goes so far! Any product manager/owner will tell you that you not only need to look into the data but also ask your users for feedback constantly! Net Promotor Scores and tools like Hotjar, Intercom, Usabilla or a good old fashioned interview give product owners the qualitative feedback they need. These product owner practices are practices us marketers can also [...] [more]
medium.com    Design, Marketing

stats What We Learned Analyzing The Website Email Acquisition Strategies Of Total Retail's Top 100 Omnichannel Retailers

Total Retail released the second annual ranking of 100 publicly traded retailers based on their omnichannel capabilities and programs offered, as well as the execution of said programs. The report scores 100 retailers on their ability to sell online, pick up in store, search for in-store products, and many more criteria. What they didn’t analyze, however, is the website acquisition strategies of these retailers. So we took it upon ourselves to do some analysis of our own, and share our thoughts about [...] [more]
cordial.com    Listbuilding, Study

discussion Lessons Learned from Postable’s Co-Founder and Email Specialist

Connecting with people shouldn’t be a pain in the ass?—?whether it’s your customers or your grandma. And Postable is committed to finding the sweet spot between personal and automated in both their product (snail mail cards sent for you with just a few clicks) and their email marketing. We like Postable for their cleanly integrated GIFs and their playful brand personality. So since it seemed like Postable and RGE have a few things in common, we made some online overtures and scored ourselves a [...] [more]
reallygoodemails.com    Design, Video

stats 2017 Email Marketing & Unsubscribe Audit [PDF]

Almost 95% are following best practices for handling email unsubscribes and authentication, according to the 2017 Email Marketing & Unsubscribe Audit, a study by the Online Trust Alliance (OTA), an Internet Society initiative. Of the firms studied from March to August, 67% received a "best in class" designation this year. While that was down from 69% in 2016, it means they scored 80% or more in analysis of their email trustworthiness. Indeed, nine sites had perfect scores, meaning that they followed [...] [more] 
otalliance.org    Unsubscribe, Study

tactics Email Effectiveness Study [PDF]

Even these very successful retailers have a lot of room for improvement, with the top five’s scores ranging only from high to mid-70s, out of 100 — the equivalent of C+ grades. Most — 120 retailers — got failing grades. Here are the top five: Club Monaco (79.9) Crabtree & Evelyn (76.8) BCBG Max Azria (76) Hudson’s Bay (75.1) Hanes (74.7) The highest scorers shared some common practices. They didn’t email too often, averaging about one per day to their recipients, and most included several kinds of [...] [more] 
netdna-cdn.com    Frequency, Segmentation, Study

tactics Improving Subject Lines: An endless quest using Machine Learning (Series)

In part 1 of this series, we went over the importance of sender performance history. We’ll be using this feature in this model implementation, too. We must also consider the number of recipients of a campaign because it’s the denominator of the open rate. After subject line pre-processing, we create our wordlist and score each word. To complete the scoring process, we establish 2 measurements for each word: word score and position score. [...] [more]
medium.com    Subjectline, Intelligence

tactics Lead Score Like a Rock Star [PDF]

Lead scoring—either you rock, you suck, or you just aren’t doing it. If you’re like many small business owners we’ve worked with, you have leads, but you’re having trouble making sure you’re spending your time and resources on the ones most ready to buy. Nothing is more frustrating than wasting energy on cold leads. Part of the problem is that your marketing efforts may not be bringing the best leads to you and your team . It’s a common problem. [...] [more] 
infusionsoft.com    B2B

discussion Email reputation — how meaningful is sender score?

I’m writing this article because recently I terminated a contract with a large, well known and trusted business because they benchmarked their performance on a metric I don’t think they understood?—?while disregarding more valuable, pertinent metrics aka— harder facts. I wanted to remind businesses how flawed and foolish that can be. [...] [more]
medium.com    Deliverability

discussion deliveryindex.org is live!

Little has changed over the years in how the health of your email performance is measured. Almost all senders still use the Sender Score model to determine the health of their email programs. While simple and intuitive, this “scorecard” method is limited to looking at only a few aspects of your email program, primarily your IP reputation. Delivery Index uses a smarter measurement model, which goes far beyond SenderScore, to consider hundreds of variables when determining your domain’s email reputation[...] [more]
deliveryindex.org    Tool, Deliverability

discussion Exclusive First Look: Unboxing eDataSource's Delivery Index

Today we are excited to give you an Only Influencers EXCLUSIVE: the first look at eDataSource’s Delivery Index tool which is launching this week. Delivery Index is similar to products such as Return Path’s excellent Sender Score tool, which has been an industry standard for many years. I sat down this week with eDataSource CEO, G.B. Heidarsson who gave me a pre-launch walkthrough of the product. [...] [more]
onlyinfluencers.com    Tool, Deliverability

strategy 6 Lead Scoring Techniques You Should Use With Marketing Automation

Lead scoring is an essential marketing technique if your business is selling high value products and services, particularly where the decision is complex leading to a long average time between initial interest and purchase. The lead score gives a measure of how likely an individual prospect is to convert to a customer based on their characte [...] [more]
getresponse.com    B2B

discussion How To Set Up Email Unsubscribe Policies

Maintaining a good reputation for your recipient list is key to ensuring your emails reach the elusive Inbox. Think of a good deliverability rating like your credit score—consistency is key. Just as missed payments can bring you down, through consistent experiences with your recipient list (similar to consistent, on-time payments), you can improve and get back to where you want to be. [...] [more]
sendgrid.com    Unsubscribe, Gallery

stats The state of digital personalisation in 2016 [PDF]

63% of marketers see personalisation as effective. Some of the benefits recognised by the marketers in the study include increased open rates (83%), higher click-throughs (75%), increase in customer satisfaction (58%) and in sales (56%). Despite this, an average score of just 4.7 out of 10 was given to the level of personalisation in use - a clear gap between its potential and its usage. Across the marketing mix, the top channels used for collecting data for personalisation are websites (40%), [...] [more] 
adestra.com    Customization, Study

tactics How to Use Quizzes to Score and Qualify Your Leads

It’s not enough just to generate new leads, is it? Sales doesn’t want just any lead. They want the good leads. The Glengarry leads, if you will. They are, after all, gold. This means you’ve got to track and score interactions to ensure they’re qualified to go to sales. One of the most powerful ways to do that is with interactive content. And quizzes, believe it or not, are one of the best forms of interactive content for qualifying leads. I spent about twenty minutes on the phone with Gary Spirer, [...] [more]
infusionsoft.com    B2B, Design
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