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Return Path's “Email Intelligence Report” found legitimate email sent by marketers accounted for 70% of “this is spam” complaints as well as 60% of all hits on spam traps, email addresses used to catch and flag spam. These spam-report results, higher than those for any email source, may be one cause of declining email deliverability rates, according to the report. 
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The risk with Yes/No questions is that they put the onus and responsibility on the reader to decide whether or not he or she has a problem in the first place. If that answer is no (and remember, the reader may have the problem you’re describing but simply be unaware of it), you’ve lost him or her immediately.
A more effective alternative is to translate questions into benefit statements. For example: -Eliminate Missed Project Deadlines
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Marketers continue to enjoy lower rental prices for marketing contact lists, with email prices falling the fastest, according to the “Fall 2012 List Price Index” from list management company Worldata Inc.
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In a Lyris survey of 294 mid-size and enterprise-level marketers, email was cited alongside website marketing as providing the highest ROI of any marketing channel. Nearly all marketers now use social media tactics (more than 80%), with Facebook cited as driving best results, followed by Twitter and LinkedIn. 51% said they plan to increase spending on Facebook in the coming year, exceeding other social media investments. Surprisingly, more than a third said they didn’t use mobile marketing tactics.
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In fact, we found that those who submitted a personal email address were 3 times more likely to open an email or 5 times as likely to submit a form.
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Some email marketers dabble in automation, while others dive in headfirst. Triggered messages are among the company’s strongest performers. Here are the team’s average results for automated emails and manual batch-and-blast campaigns: -Clickthrough rate: 5-6% for automated, 2-3% for manual -Conversion rate: 11% for automated, 6% for manual -Revenue per email: $0.44 for automated, $0.16 for manual
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A mix of digital and traditional is also proving the best way to drum up business, the survey found. While agencies considered referrals still the top way of finding new clients, marketers noted that aside from referrals, emails from agencies were the most common way they learned about new shops.
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-Give me whitespace and time to think -Give me welcome emails (if you have to) and make sure their content is well-defined -Give me your digits -Give me humanity -Give me something personal -Give me creative you’ve taken a chance on -Give me something to consume -Give me some content and not more sales crapola -Give me a nice sidebar, with simple icons, that wouldn’t look out of place on your website, and allow me to find things
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What Works, And What Doesn’t -Currency symbols: Subject lines containing the £ symbol had a far better-than-average (57.8%) click-to-open rate. Those with $ signs scored above-average in opens (15.7%) and clicks (14.7%), but slightly below-average in click-to-opens (-0.8%). Subject lines containing the € symbol were above-average in opens (2.9%) but below-average in clicks (-8.2%) and click-to-opens (-10.8%). Of course, targeting has a big effect on this – as some symbols may be irrelevant to the recipient.
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You can tailor your offers for niche audiences, and personalize the messaging to correspond with niche response lists. Testing this will not only represent your brand with a fresh and innovative concept, but also increase your knowledge about new potential customer groups. Mass marketing with statistical analyses will improve your quantitative knowledge, but niche marketing campaigns can deliver qualitative insights about what really motivates your prospects.
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According to MarketingSherpa’s “Case Study: Creativity vs. clarity in email subject lines,” clear and direct titles often generate higher response rates. In fact, the data shows straightforward options produce 1,107 percent more comments, 315 percent more tweets, 331 percent more “Likes” on Facebook, 617 percent more traffic and 366 percent more email subscriptions. The direct nature of a concise subject line creates transparency between the brand and its message, which develops a more honest approach to sales. In the case of email, abstaining from creative headlines is often more beneficial in the end.
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Email Marketing Increases PPC & SEO Conversion
With the costs of pay-per-click (PPC) advertising and search engine optimization (SEO) efforts rising, the emphasis of a small business online marketing campaign will increasingly turn to conversion. This can be a bit confusing. If SEO or PPC generates an initial small business lead, but it is one of the 73 percent that isn’t sales-ready, the lead must then be nurtured after the first point of contact.
Email is the most effective nurturing mechanism by far. When a subsequent email, maybe the third or fourth in a nurturing series, brings the prospect back to purchase – is that conversion due to email? Regardless of how the lead is categorized, small business should use an integrated marketing dashboard so they can measure this complex marketing behavior and understand it.
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Failure to Update Automated Emails Each of these emails needs to have the design and the content updated. It’s easy to let the automated emails go for months or even years without making any updates.
Lack of Email List Cleaning A second item that gets forgotten with email marketing is list cleaning. There are manual changes that need to be made or at least setup to happen from time to time. The first change that needs to happen is to clean off the list of undeliverable emails. These are email addresses that the system is no longer able to reach. ISPs will track the number of times you try to send messages to these addresses and if that number adds up you could get in trouble. Second, some people will click the spam button on you instead of the unsubscribe option. Maybe the person didn’t see the unsubscribe link in your email or maybe they were just in a bad mood. Make sure they are removed from the list (if your ESP doesn’t do this automatically).
Inability to Update Software and Services The world is always changing, but we tend to get used to the way things are and often we don’t realize what we’re missing by not going through an update. Now, email partners should be on top of providing updates to the email system, but because processes can get automated it’s easy to forget about updates. Setup a schedule in your marketing department to analyze the software and services you’re using.
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1) Practice the KISS principle. Keep It Simple, Stupid. Smartphones enable lightning-fast deletion—so keep subject lines short, sweet, and intriguing.
2) Test ad infinitum. Never stop testing technical aspects of your campaigns. Images should load properly and layouts should be readable on any device or screen. Subscribers will lose interest if they have to keep scrolling to understand your message or if they get stuck waiting for data to download.
3) Give links prominent placement. Smaller screens can obscure links, especially when they're surrounded by clutter. Set links apart and make them easy to click on.
4) Define your call to action. You rarely have the full attention of a subscriber—so your offer must be compelling and targeted, and she must have a clear path to action. If she's not sure what she's supposed to do, don't expect her to stick around.
5) Get your timing right. When are your customers using mobile email? If you don't know, find out.
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