In much of my client work, I’m trying to figure out how to create content that makes people pay attention. Much of that happens via email today.
MarketingSherpa puts out serious research documents, affordably priced, that help you improve the nuts and bolts of your marketing from email to search.
If you have never checked out MarketingSherpa, or its sister company, Marketing Experiments, you will want to take a look at them. I’ve personally purchased several of their reports and found them incredibly helpful. I’m also an affiliate of both and have made numerous recommendations to clients to consider their workshops and various publications they create. I bought the Online Subscriptions report not long ago and it has helped me and my clients in numerous ways.
Their latest report, Email Marketing Benchmark Guide 2009, is one that I’m going to write about a few times this quarter. Primarily because I’m in the midst of helping my company tweak what we do in this arena. Oh, the report is a whopping 344 pages, filled with powerful charts and insights.
One of the highlights is how to increase opt-ins by offering real benefits. They argue that many marketers are not spending the time in crafting real retention programs around their email lists. Some of the takeaways:
#1: 43 percent of consumer subscribers are more likely to opt-in if you guarantee not to share their info with other companies.
#2: If you put an actual data field on your Subscribe link, it is more compelling with just a link that says, Subscribe.
Next week, I’m going to dig in a little further and look at how to raise opens from the MarketingSherpa report. Concepts like subject line length and action words. All in all, if you are doing any sort of email marketing, you’ll want to check out the details of this report (link above). Let me know if there are specific things you’ve been struggling with in your online marketing.