Workshop: Successful Email Marketing in the Digital Age
The National Software Centre are hosting an email workshop and networking event!
Successful Email Marketing in the Digital Age
Thursday May 27th 2010
11:00am – 12:00noon
The Atrium, NSC Campus, Mahon, Cork
Email remains one of the most powerful, cost-effective and measurable tools available to businesses. At this workshop Newsweaver’s Denise Cox and Liam O’Callaghan will provides tips and insight into how companies can benefit from using email to communicate with customers and prospects.
They will address in detail:
- How you can save money on your marketing budget
- Setting yourself apart from the competition
- Why it is so important to build a good database and how that improves results
- How small businesses can get scale – first impressions are key
- What makes a good newsletter and why someone reads it
- How to manage your email to develop valuable business relationshipsAnd remember this is not just for those in marketing!
Newsweaver is Europe’s leading email newsletter solutions provider and Denise Cox is Newsweaver’s email communications specialist.
Registration is necessary for this event, please register by emailing fwall@corkbic.com
Email marketing Stats for the Cork Open Coffee “After Dark” email
I sent this email to Cork Open Coffee members last Wednesday at 7.50pm. This was an evening campaign so I was curious to see any differences in open rates and click rates compared to the last couple of campaigns sent earlier in the day.
- Email sent to 167 email recipients. (+7 from last email)
- Subject length: 5 Words (29 characters, -8 characters from last email)
- Open Rate: 26.9% (down 5.6% from the last email)
- Bounce Rate: 1.2% (Down 0.1% from last email)
- Click Rate: 3.6% (down 10.3% from last email)
- Unsubscribe: 0
- New Subscriptions: 0
The open rate is down a little this time. This is to be expected I imagine because at 8pm in the evening most people are at home and away from their computer.
The click rate is down quite a bit too, over 10%. This email had only 4 calls to action, 2 in the content and 2 footer links. The last email had 8 links with a resulting click rate of 13.9%. This email just didn’t have a lot for people to do.
Interestingly, it was one of the links towards the end of the email, the link to the Cork Open Coffee blog that got all the clicks, instead of the map link like I’d expect since that was up top.
The opens and clicks all peaked 1 hour after the email was sent and dropping off after that, someone opened the email at 3am! There were a couple of opens and clicks again the following morning after 9am with some small activity right through the working hours of Thursday.
Looking back over the past couple of campaigns, nearly all the open and click activity happens within the first hour after the campaign is sent.
Email marketing Stats for the ‘Cork Open Coffee Friday 17th February’ email
The last Cork Open Coffee reminder email to members was sent on Wednesday the 17th of February at 3.50pm.
This was an afternoon email compared to a mid morning email the last time.
As promised, here are its stats:
- Email sent to 160 email recipients. (+3 from last email)
- Subject length: 6 Words (37 characters, +1 character from last email)
- Open Rate: 32.5% (up 2.9% from last email)
- Bounce Rate: 1.3% (Down from last email)
- Click Rate: 13.9% (Up from last email)
- Unsubscribe: 0
- New Subscriptions: 0
The Open rate and Click rate have both improved from the last email with a drop in Bounce rate making it a more successful campaign overall. Perhaps an afternoon email after 3pm to people is better than a mid morning after 10am email?
This time, the most popular links to be clicked were the link to the map (10.3%), the link showing the previous email stats (51.7%) and the link asking people to follow @corkopencoffee on Twitter (13.8%).
There is an email going out to Cork Open Coffee members this afternoon about Cork Open Coffee ‘After Dark’, an evening meeting of Open Coffee members that can’t make it for the morning meetings. The stats of that will be put up on this blog too.
Email marketing Stats for the ‘Cork Open Coffee Friday 5th February’ email
The last Cork Open Coffee reminder email to members was sent on Wednesday the 3rd of February at 9.50am. As promised, here are its stats:
- Email sent to 157 email recipients.
- Subject length: 6 Words (36 characters).
- Open Rate: 29.6%
- Bounce Rate: 3.2%. (Hard bounces, emails no longer exist)
- Click Rate: 11.8%
- Unsubscribe: 0
- New Subscriptions: 5
There were 7 links in the email. The most popular link clicked was the link to the Cork Open Coffee Blog. I wrote in the email that I would be publishing this email marketing information followed by this link to the blog which received 28.6% of the clicks.
In the image below, the percentage of clicks to each link can be seen. It is interesting to see the links with the most clicks were sort of in the middle of the email, I would have assumed the links towards the beginning of the email would have received a bit more attention.
The last time a recipient clicked on any of the links was almost exactly 48 hours later, 5 minutes before the beginning of Open Coffee that Friday morning. 21 people attended the Open Coffee morning that morning, a ‘bum-on-seat’ rate of 13.4%.
Most people opened the email only once or twice. A couple of people opened the email as many as 15-20 times! I wonder why that that figure is so high.
Most of the email activity was in the first two hours after the email was sent with the most clicks happening in the first hour.
The Cork Open Coffee email was sent using MailChimp and the Stats were taken from MailChimps dashboard.
