Email marketing campaigns are one of the most consistently effective channels for communicating with customers and building sales. It allows you to build an audience of highly-qualified customers that if done properly, love to hear from you, and spending money with you. It's one thing to send an email marketing campaign, but it's another to do it effectively. In this deck, we break down the basics you need to know.

2. Email marketing has been a hot topic in the
advertising arena for more than a decade
now, and has intensified in popularity more
recently given research regarding the
potential returns on investment companies
can expect from these ventures.
So, to get you into a good position to excel
within your email marketing campaigns, we
have put together this deck that includes
(mostly) everything you need to know
about the ventures, from stats and best
practices to trends and beyond.
Let’s kick things off with general industry
statistics that should be on your radar...
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3. WORDUP=the facts of email
ROI: In June, VentureBeat released the results
of its own research on the email marketing
arena, finding that firms in the mid-size category
were enjoying 246% returns on investment.
This was not the peak, but rather the average.
Small businesses saw 183% ROI, while larger
enterprises were the lowest with 117%.
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4. WORDUP=the facts of email
Effectiveness: A study conducted by Forrester
Research revealed that 85% of retail marketers
viewed email as the best medium to reach and
convert new clientele. This is a likely reason why
virtually every business has an email marketing
strategy in place today.
movingtargets.com

5. WORDUP=the facts of email
Mobile: Like everything else in the media and marketing realms, email is going
mobile. The same Forrester Research study revealed that 42% of email ads were
opened and read on smartphones and tablets in 2014, which is 14 percent higher
than in 2013, and likely to grow even further for the foreseeable future.
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6. Revenue: In addition to the ROI advantages,
Salesforce’s Pardot released a report that found
roughly one-firth of the marketing community
believes their email ad campaigns have a direct
impact on revenue sources and performances.
People who buy products marketed through email
spend 138% more than people that do not receive
email offers. (Source: Convince and Convert)
With these stats in mind, it should be clear enough
why email marketing needs to be taken seriously
should a company hope to maximize its footprint
in its industry, as well as its profit margins.
WORDUP=the facts of email
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7. Click through rate (CTR): A study
from Glow New Business revealed
that subject lines with fewer than
30 characters, messages sent on the
weekends, and included social
sharing buttons will generally have
higher click through rates.
The social sharing one was most
advantageous, showing a nearly 160%
stronger CTR than those that do not
have the buttons in place.
CTR is higher when using the
recipients first name in the subject
line over no use of the first name.
(Source: HubSpot)
Subject lines that contained terms
such as “ROI,” “asset,” and “industry”
perform the lowest. (Source: Adestra)WORDUP=the facts of email
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8. Preference: Salesforce cited another piece of research that found more than three-quarters
of today’s customers want to sign up for email ad subscriptions. This is across industries and
regions, meaning all firms should have one of these campaigns moving along.
WORDUP=the facts of email
movingtargets.com

9. WORDUP=the facts of email
Special offers: Many email ad campaigns include
special offers and consumers love to receive them.
A study published by the National Retail Federation
revealed that 64% of consumers will print out
coupons from emails, and that these particular
communications can catalyze conversions.
70% claim that they have used a coupon or discount
from an email marketing missive in the prior week.
(Source: benchmarkemail.com)
72% have signed up for email subscriptions
primarily to receive discounts.
(Source: benchmarkemail.com)
70% state that they never fail to open the emails
sent to them by their favorite business.
(Source: benchmarkemail.com)
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10. WHAT WORKS
In a broad sense, there are relatively standard and straightforward
techniques that will indeed work for all businesses, at least in terms of
getting off to the right start. Here are a few of the main characteristics
of successful email marketing campaigns you ought to know...
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11. Short and sweet: Shorter subject
lines tend to yield higher click rates.
In that same vein, the entirety of
email ads should be short, with
content really hanging around the
200-word threshold at most. This
can be difficult when trying to craft
an informative ad, but write them
naturally, then delete every word
that does not need to be there.
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12. Modern: Do not just have some words on
the page. Instead, make sure your email
ad design is on point, and that you begin
to include at least some form of visual aid,
ideally involving video. These emails will
tend to perform consistently better than
the grayer, boiler plate alternative.
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13. Measurement: Do not just have some words
on the page. Instead, make sure your email ad
design is on point, and that you begin to include
at least some form of visual aid, ideally
involving video. These emails will tend to
perform consistently better than the grayer,
boiler plate alternative.
movingtargets.com

14. AT THE VERY LEAST...
remember that email has become a crucial means of communication between brands
and consumers. Allocating resources to hit a home run in this particular ballpark is
likely the safest and most advantageous decision many marketers will make.
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15. Have questions?
cheers@movingtargets.com
800.926.2451
Let’
s talk

16. movingtargets.com
800.926.2451
Veteran Experience.
Modern Perspective.
We take your marketing seriously. Ourselves? Not so much.