Stefan Tornquist, MarketingSherpa's Research Director, had the honor of kicking off this year's Email Summit, and he did so with 30 minutes of fast & furious email marketing insights.The high level take-aways:
- 72% of consumers report a noticeable increase in emails from opt-in relationships over the past few months (MarketingSherpa has yet to survey B2B recipients, but assumes that this increased volume will hold true there as well).
- Company churn is making it harder to grow in-house email lists because there's no staff or strategy stability.
- As our own Morgan Stewart has hypothesized, overall benchmark stats are declining as marketers becoming for desperately frequent with their email programs.
- Way too many consumers are still getting email without opt-in
- More consumers--including Millennials (51%) agree that "Email is more important to me than the phone.
- Email is still driving more online purchases than other online media
- Marketers must be more clear in opt-in privacy & guarantees not to share email addresses--consumers will respond positively.
- Go fix your opt-in form to expressly state that emails will not be sold or shared
- Be more clear in value proposition for opt-in at time of opt-in (the quid pro quo I've blogged about previously)
- Introduce a "Welcome Series" for new subscribers as right after opt-in is the moment of greatest opportunity and response.
- Conduct a "Transactional Email Audit" as this form of email communication with thrive and survive due to its importance to the recipient.
- Start or upgrade your "Preference Center" in order to give greater control to subscribers (dare I say, SUBSCRIBERS RULE!).
Stay tuned for more to come from MarketingSherpa's Email Summit '09!
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