Hubspot recently published a report using troves of data on ~8,000 clients they currently serve.  Results indicated that email is still a formidable contender in the best way to create leads and sell your product.  

Small companies with under 10 employees still use email as the driving force in their marketing.  This may be due to a still developing shift to social media, however the email click through and open rates continue to maintain high numbers.

In the Business Services industry for example, the Best in Class, or those companies that are adhering to best practices, can enjoy 38.2% click through rate with a 64% open rate.  Best practices encompass copywriting, structure, aesthetics, mobility, etc.

Calo Marketing and Design felt it appropriate to give a few tips on email copy so feel free to check them out.

Email Copy Tips

See the full Eloqua report here.

Add Comment
 
 
The following was published in the Harvard Business Review's December issue:


Research Watch: What Does Your Logo Really Tell Consumers?Gap, Inc. learned recently just how powerful logos are when the public panned the redesign of its iconic symbol. Small design elements make a difference. Niels van Quaquebeke and Steffen Giessner of the Rotterdam School of Management showed logos of 100 Global 500 companies to two groups of participants. One group rated them on attractiveness and symmetry; the other judged whether the logo suggested that the company behaved ethically. The finding: Rationally or not, people associate symmetrical logos with more ethical, socially responsible behavior.

1 Comment
 
 
Calculate Your Customers’ Lifetime Value

Customer Lifetime Value (CLV) equals the estimated, finite amount of money a customer will spend with your company.  Putting it to use can help you decide how much you should spend on a marketing campaign.

To illustrate, let’s say you own a cleaners company and you have data showing your customers spend $100 a month over a 3 year period of time.  This means your CLV is $3,600 ($100 x 12 months x 3 years).

Depending on your allowable profit margins, you can now confidently set your marketing budget to not exceed the limits of an attractive ROI.  Say you determine that you would like to stay at 7%; this means your allowable cost for acquiring a new customer should not exceed $252.

Using Customer Lifetime Value

Let’s say you have the following information for your new email campaign:

·         You are paying your marketing company $102 to design and manage your email campaign.

·         You are sending to 230 subscribers

·         Email response rate is 0.9%

This means your estimated return will be 2 new customers (230 x .9% = 2.07).  These two new customers will bring in a total of $7,200 over the course of the next three years while still using less than your total allowable expense.  Now you can take this same formula and consider using it to expand your marketing efforts with the unused allowance.

Add Comment
 
Calo Marketing & Design