eROI Days Email Agency

Our client Icebreaker’s holiday email campaign was highlighted this month on chiefmarketer.com. As Sherri Sieger explains, Icebreaker took a big risk with us by testing out a new email campaign this past holiday season. Eleven emails were sent out in the six weeks leading up to Christmas, when previously the mailing list had received just one marketing email every few months. The risk paid off big time, as holiday sales increased 32% from the previous year, 58% of which was directly attributed to our campaign.

I encourage you to check out the complete case study to see exactly how we accomplished this. It details each of the eleven emails, as well as the overall results of the holiday campaign.

According to a MarketingProfs survey, email marketing delivers the highest ROI over all other marketing mediums. As the MarketingVox story reads: “Marketers use a wide variety of techniques to improve response in their retention and acquisition email programs, with varying results, according to a MarketingProfs survey, the results of which are analyzed (premium article) by Return Path, which also offers recommendations. Among respondents who measure their campaigns, 40 percent say email earns the highest ROI, followed by search (28 percent) and direct mail (18 percent). Revenue per campaign is the most-utilized email-marketing success metric, used by 39.8 percent; file size is a close second with 38.3 percent keeping tabs; and revenue per email third at 25.8 percent. Some 35 percent do not set clear success metrics.

Some 50-70 percent of respondents say they manipulate various response elements in every email campaign, primarily the offer, the call to action, and the subject line; however, 5-40 percent do not at all adjust the various elements.

Some 50 percent of respondents segment their email file to boost response, saying they do so consistently and reporting that segments based on purchase/response drive the highest success; demographic targeting is used by 70 percent of that half, with mixed results.”

It’s time again for the eROI quarterly email study on deliverability. The eROI, Q4 ’05 email study breaks down, by list size, which day is the best day for email campaigns. In general terms the Study indicates a 29 percent drop quarter over quarter in read rates, and a 21 percent drop in click rates in Q4 over Q3 2005. Additionally, the Q4 data shows a similar trend from the third quarter in that the noticeable high point in the week occurs on Friday for both reads and clicks. So, from this quarter eROI reaffirms that sending volume is inversely related to how reads and clicks react.

For Q4 eROI sees similarities to last quarter with read and click rates generally declining as list size increases, but there are some major differences. Read rates are much more erratic between 500 and 10,000 emails. Click rates see a more consistent behavior and do not decline in nearly as consistent of a pattern as last quarter. Volume for 250,000+ lists takes a huge jump upward resulting in approximately 20 percent read rate. We believe this goes to show, segmentation works and the general B2C marketer really needs to adopt more targeted mailing campaigns. B2B mailers are starting to adopt them more and more.

For the full study and charts go to: http://www.eroi.com/eroi-email-marketing-statistics-q405-study.html