Data. Design. Deliver.
We’re big on testing around here. Our company credo is, “Never miss an opportunity to learn something,” so we took a hard look at the data and sources used in our infographic to see if both were aligned with what we have learned after launching thousands of emails for ourselves and on behalf of our clients.
Data.
That said, the stats in the Data section are from a white paper produced by ZoomInfo. To get the full scoop about dirty data, click here. It’s loaded with information that will make you think, “hmmm….” and is summarized in the top third of the infographic.
We’ve used ZoomInfo data for our own campaigns and had mixed results; but we know that results will vary by client and data set, so we look for new opportunities to prove out what we think we know or learn something we don’t.
Design.
In the Design section of the infographic, we’ve dug up some numbers from MarketingProfs and other sources on what design elements affect your campaign and what types of messaging gets the best response.
As the numbers indicate, personalization is important, but save it for the body and not your subject line and remember to test everything — including your subject line, spam rating, and especially the display of your emails on mobile devices. We were surprised to see how few did.
We’ve said all along that content is still king and that engaging your audience with webcasts, white papers, and case studies is still best practice — and this study validated that notion.
As web developers and email marketers, we at Spider Trainers know that a resource center at your website is the best investment you can make. Give your visitors a reason to come, to stay, and to come back again and your site will naturally float to the top of search-engine results.
Use marketing to tell people about those resources and you will create sticky inbound traffic.
Deliver.
The emails we create wouldn’t be nearly as effective and we wouldn’t learn what we do without the Deliver component. These stats are also derived from a MarketingProfs articles: Email Open and Click Rates: Benchmarks and Trends and B2B Email Marketing Best-Practices and Trends. (If you’re a marketer, this site is a wealth of information and becoming a member so you can access premium content is well worth throwing your email address out there.)
What’s most interesting about stats in our industry — or maybe any industry — is that you can find numbers to support any position you wish to take. My first pass at this infographic had diametrically opposed data. One study said that Sundays produced the best open rates and Tuesday, Wednesday, and Thursday were worst. Another study said that Tuesdays were best.
Whatever day of the week is best, we use — and 100% of our customers use — Act-On Software because they deliver; and it’s not just email. When a marketer sends a campaign, Act-On delivers on results, revenue, ROI, and visibility. They have an efficient approach that aligns sales and marketing, and that enables us to define actionable metrics and generate leads for our clients.
An involved client is more successful. Giving them a platform that is easy to understand and one in which they can participate is critical for a successful initiative — this is software that does just that.
We hope that our Data. Design. Deliver. infographic will prompt you to get involved too.
