MarketingProfs Daily: Metrics & ROI

Three Ways to Boost Email Marketing ROI

Wed, 9 May 2012 14:00:00 GMT

Despite the naysayers who like to predict the imminent demise of email marketing, one fact remains true: It's highly profitable. "Email averages a return on investment (ROI) of $40 for every $1 spent, far outstripping banner ads ($2) and keyword ads ($17)," writes Eric Didier in an article at MarketingProfs. So ... Read the full article at MarketingProfs

An Email Metrics Primer for the Novice

Wed, 2 May 2012 14:00:00 GMT

In a post at the Vision6 blog, Belinda Walsh admits to the thrill she gets from metrics. "My colleagues will tell you they hear my gasps of excitement on a regular basis when I am strolling through Google analytics and come across something of note," she explains. But analytics fanatics ... Read the full article at MarketingProfs

Customer Experience Initiatives Lack Proven ROI Value

Wed, 25 Apr 2012 13:00:00 GMT

Brands of all sizes are missing out on the business benefits of customer loyalty programs, according to a survey from Satmetrix: Fully two-thirds of those surveyed say they cannot prove or cannot measure the return on investment (ROI) from customer experience management (CEM) initiatives. Read the full article at MarketingProfs

B2B Companies Ramping Up Data-Driven Marketing

Wed, 18 Apr 2012 13:00:00 GMT

B2B marketers recognize the need for a data-driven approach to marketing and fully eight in ten (80%) say they are spending more time and resources on critical marketing metrics in 2012, according to a survey from Pardot. Read the full article at MarketingProfs

Email Campaign Volumes Surge, Open Rates Stronger

Tue, 17 Apr 2012 13:00:00 GMT

Email campaign volumes and open rates improved in the fourth quarter of 2011: Average email volumes per client grew 21.0% over levels recorded a year earlier, while open rates increased 12.2% year over year, according to a report by Epsilon and the Direct Marketing Association's Email Experience Council. Read the full article at MarketingProfs

Why Inactive Subscribers Might Be Just Fine

Wed, 11 Apr 2012 14:00:00 GMT

According to conventional wisdom, if email subscribers remain inactive for at least one year, it's best to remove them from your list. But Dela Quist takes a contrarian view. "Inactivity is normal activity," he tells Ken Magill in an interview at the Magill Report. "Inactivity is the default position for consumers. ... Read the full article at MarketingProfs

Four Mobile Email Myths You Need to Bust Right Now

Wed, 4 Apr 2012 14:00:00 GMT

"With the increase in smartphone adoption, there's been a lot of talk lately about mobile email," writes Anthony Schneider of Mass Transmit. "Some of it is brilliant. Some of it's baloney." In the latter category is the notion that teenagers are the only ones reading email on mobile devices. Not true, ... Read the full article at MarketingProfs

Three Ways to Know Your SEO is Working

Mon, 2 Apr 2012 17:00:00 GMT

You've put an SEO program in place&mdash;but how can you tell if it's working? "Ultimately, the only factor that determines success is the bottom-line; like any investment, we do not think that our services are truly successful unless we can provide positive ROI," writes Taylor Cimala at the Renegade Search ... Read the full article at MarketingProfs

Only One-Half of Brands Can Identify Their Most Loyal Customers

Fri, 30 Mar 2012 13:00:00 GMT

Despite the high cost of acquiring new customers (vs. retaining current ones), only one-half (49.6%) of surveyed marketing executives say they know who their most loyal customers are and how best to reach out to them, according to new study by Acxiom and Loyalty 360. Read the full article at MarketingProfs

B2B Marketing Tactics Not Driving Enough Sales Leads

Tue, 20 Mar 2012 13:00:00 GMT

Some 61% of B2B marketers say generating more leads is their biggest marketing challenge in 2012; however, nearly two-thirds say their marketing mix does not meet sales pipeline demands (32%) or they are unsure of whether their marketing mix is effective (31%), according to a new report by BtoB Online ... Read the full article at MarketingProfs

Brands Not Capturing the Benefits of Big Data Marketing

Wed, 14 Mar 2012 13:00:00 GMT

Although 91% of senior corporate marketers agree that successful brands are using customer data to drive marketing decisions, 39% say their own company's data is collected too infrequently or not effectively enough, according to a report by the Columbia Business School's Center on Global Brand Leadership and the New York ... Read the full article at MarketingProfs

Sweat-Free Ways to Check Your Social Pulse

Fri, 9 Mar 2012 18:00:00 GMT

Once in awhile we need tools that can help us maintain our social chops. To help you bring some coherence to all the noise across Twitter and the blogosphere, we've compiled a list of powerful and, in some cases, lesser-known "oldies but goodies." Take a minute to consider these social ... Read the full article at MarketingProfs

Media Planners and Buyers Value Direct-Response Metrics

Thu, 1 Mar 2012 14:00:00 GMT

When measuring the success of online display advertising, agencies tend to place great importance on performance metrics such as conversion, even for branding awareness campaigns, according to a survey from Maxifier. Read the full article at MarketingProfs

Four Email Marketing Trends That Remain Strong

Wed, 22 Feb 2012 15:00:00 GMT

If you've been an email marketer for awhile, you know how swiftly the landscape can change and evolve: What worked in 2011 won't necessarily work in 2012. Scary thought, yes. But some trends do indeed prove timeless. In an article at MarketingProfs, Maciej Ossowski offers a list of 2011 trends that will ... Read the full article at MarketingProfs

Forrester: Calculate the Value of Your Email Subscribers

Wed, 22 Feb 2012 14:00:00 GMT

Many interactive marketers rely on email subscriber valuation (ESV) to justify budgets and plan messaging strategies, according to a new report by Forrester Research, which presents a three-step formula for calculating ESV. Read the full article at MarketingProfs

Before You Name Your Company, Consider How Google Will Rank It

Mon, 20 Feb 2012 18:00:00 GMT

Naming a company or a product used to involve a number of factors&mdash;none of which related to SEO considerations. But no longer. "It doesn't matter whether your brand is online or not, "[I]t will be googled, " says Ann Smarty in an article at MarketingProfs. "So, before you choose your brand ... Read the full article at MarketingProfs

Are Popover Forms Right for You?

Wed, 8 Feb 2012 15:00:00 GMT

Although improved browser technology has rendered the popup window nearly obsolete, most of us remember its intrusive horrors. "As a result," writes Mark Brownlow at Email Marketing Reports, "email marketers have been reluctant to use 'in your face' website sign-up forms that in any way resemble those popups of the ... Read the full article at MarketingProfs

SMBs Missing Email List-Building Opportunities

Mon, 6 Feb 2012 14:00:00 GMT

Most small-to-midsize businesses have mastered the basics of organic email list-building, making use of Web-based sign-up forms and even offering incentives to encourage subscriptions, but fewer than half use any type of email-to-social collaboration, limiting the potential of cross-channel marketing, according to a study by GetResponse. Read the full article at MarketingProfs

Inc. 500 Social Media Use: Facebook, Twitter Up; Blogging Down

Wed, 1 Feb 2012 14:00:00 GMT

Facebook and LinkedIn are now the most popular and most effective social media tools among the nation's fastest-growing private companies, according to a study by the University of Massachusetts at Dartmouth, Center for Marketing Research. Blogging among the Inc. 500 has fallen over the past year, as companies appear to ... Read the full article at MarketingProfs

Three Tips for Effective Feedback-Loop Management

Wed, 18 Jan 2012 15:00:00 GMT

"If you are a large-volume sender of email, you should be signed up for all the feedback loops that are available," writes Tom Sather in an article at MarketingProfs. "Why? Because feedback loops are a great way to &hellip; increase customer satisfaction, and reduce sender questions and end-user complaints." While ... Read the full article at MarketingProfs

Four Steps to Taming Wild B2B Data

Thu, 12 Jan 2012 16:30:00 GMT

In this age of massive data collection, a new challenge has emerged for B2B marketing teams: figuring out what to do with all that information. "Organizations might have thousands, or even millions, of contacts from tradeshows, partner events, and old website leads," Michelle Boockoff-Bajdek notes in an article at MarketingProfs. ... Read the full article at MarketingProfs

Four Questions to Ask About an SEO Agency

Mon, 9 Jan 2012 18:00:00 GMT

Adam Singer has heard his share of unimpressive SEO agency pitches over the years. "When reviewing their plans I'm frequently amused by just how ignorant many are to a truly effective online marketing program," he writes at the Future Buzz blog. So how do you separate those who know what they're doing ... Read the full article at MarketingProfs

Most Marketers Can't Measure ROI of SEO, Social Media

Wed, 14 Dec 2011 14:00:00 GMT

More than four in five marketing executives (82%) say they expect campaigns to be measured, yet few can effectively evaluate the ROI of key channels such as public relations (18%), search engine optimization (24%), and social media (26%), according to a survey from Ifbyphone. Read the full article at MarketingProfs

B2B Sales: Don't Spray and Pray, Tell Stories Instead [Video]

Wed, 2 Nov 2011 14:00:00 GMT

Today, B2B buyers are busy, busy, busy... doing the work of multiple people. The last thing they have time for is a salesperson who takes a spray-and-pray approach: a generic presentation that's all about the product/service being sold. Read the full article at MarketingProfs

IBM: CMOs Struggle to Keep Up With Digital, Social Marketing

Wed, 12 Oct 2011 13:00:00 GMT

Most of the world's top marketing executives understand the dramatic shifts occurring in the way they engage with customers, but still struggle to manage the change, according to a new survey from IBM: 79% of CMOs expect a high or very high level of marketing complexity over the next five ... Read the full article at MarketingProfs