Salesforce State of Marketing Report

Salesforce published their State of Marketing report last week. The report was compiled after receiving 5,000 responses to their questionnaire. Reading the report it is clear, email is critical to businesses. 73% of marketers believe email marketing is core to their business, 71% felt mobile marketing was core, and 66% of social media marketing was core to their business.
Other interesting figures are, 47% reported that the click-through rate as the most important email marketing metric and 23% didn’t know what device emails are read on.
Comparing the 2015 responses to the 2014 survey, email as a primary revenue source increased from 16% to 20%, email as a critical enabler of products and services increased from 42% to 60%, and email as an indirect impact of business performance decreased from 42% to 20%.
It is clear that email as a marketing tool will see increase usage in 2015. The report isn’t just reporting responses, it has several good recommendations such as doing a spring-cleaning of your email list and suggests sending a re-engagement campaign that invites subscribers to update their preference. This would give users the ability to opt-out as they may only have been interested in holiday deals and making it easy to opt-out will help prevent users from reporting the email as spam.

Email newsletters are most often used but may not be the most effective. Consider using mobile opt-in emails, abandoned cart emails, anniversary emails, and browse re-targeting emails.

The report does a great job at compiling the information in an easy to digest layout and even breaks out the responses by country and then by business types. Download a copy of the report at Salesforce.com.
 

Related Posts

ISP filters are good for marketers

A throwback post from 2010 Attention is a limited resource.
Marketing is all about grabbing attention. You can’t run a successful marketing program without first grabbing attention. But attention is a limited resource. There are only so many things a person can remember, focus on or interact with at any one time.
In many marketing channels there is an outside limit on the amount of attention a marketer can grab. There are only so many minutes available for marketing in a TV or radio hour and they cost real dollars. There’s only so much page space available for press. Billboards cost real money and you can’t just put a billboard up anywhere. With email marketing, there are no such costs and thus a recipient can be trivially and easily overwhelmed by marketers trying to grab their attention.
Whether its unsolicited email or just sending overly frequent solicited email, an overly full mailbox overwhelms the recipient. When this happens, they’ll start blocking mail, or hitting “this is spam” or just abandoning that email address. Faced with an overflowing inbox recipients may take drastic action in order to focus on the stuff that is really important to them.
This is a reality that many marketers don’t get. They think that they can assume that if a person purchases from their company that person wants communication from that company.

Read More

The best time to send email

This subject comes up over and over again. Many senders are convinced clock_at_sign that there is a best time to send email. Countless research hours have been dedicated to finding that best time to send email. Numerous blog posts discuss what the best time to send email is.
From my perspective, there are better places for senders to spend time than figuring out what the exact right time is.But, senders still ask when the best time to send mail is.
There are a lot of reasons I can come up with as to why there’s no best time to send email. But the really big one is that when you send a mail has no impact on when it gets delivered.  There are multiple steps between hitting the send button and the mail being delivered to the inbox totally outside the control of the individual sender.
Email is designed as “store-and-forward.” This means there are potential delays at multiple steps inside the process.
Sending queues are called queues for a reason. Emails are sent out individually, particularly when an ESP uses VERP as part of its sending. There is actually a time overhead for making a connection to a recipient server and sending the email.
Receivers have queues, too. They can only accept so many incoming connections at a time. They have limited resources to accept all the mail their users want.
Receivers may delay mail between accepting it at the MX and delivering it to the inbox. This isn’t ideal and it’s not usual, but it can happen.
Recipients using IMAP accounts may not check mail regularly. They may only collect mail a few times a day.
These are only a few of the reasons that send time doesn’t necessarily equate with delivery time. Of course, 99% of the time email is mostly instantaneous. The internet is robust enough that a message sent is delivered seconds later. I see it happen all the time, when colleagues and I send email during calls. But, when mail fails, it sometimes fails spectacularly. Back in the dark ages (of the early 90s) I had an email that took almost a year to get to the recipients. Best I can tell, it got stuck somewhere in the depths of a machine in the middle of the university mail system. Eventually that system fell over and someone noticed and rebooted it (maybe it was walled up somewhere?).  The reboot shook my message out of where ever it was stuck.
 

Read More

4 email marketing myths

Tom Sather speaks about 4 email marketing myths that just won’t die. Tom has it absolutely right, these are things people believe that not true.

Read More