The return of email marketing
by Bdaily Digital Marketing Team
In the shifting environment of digital media, it can be hard to keep track of marketing trends. Here at Bdaily, it’s our job to keep an eye on what’s what in digital marketing and ways in which we can ensure our clients get a headstart in business in the new year.
Email marketing has experienced somewhat of a resurgence. The growth of people using their mobiles to read emails, and therefore consumer content, on-the-go is undeniable. A report from email marketing software provider, BlueHornet shows that 67.2 per cent of consumers use a smartphone to check their email, 42.3 per cent use a tablet while 93.3 per cent regularly use desktop.
In the business world, desktop remains dominant but mobile and tablet figures are on the rise. As a result of these developments, it’s paramount that all marketing emails are fully-optimised for all devices and are accessible to all your recipients.
According to the most recent Sign-up.To Email statistics for UK SME email marketing campaigns, the average open rate for B2B sales campaigns was 24.8% and the average Click Through Rate (CTR) was 2.68%.
So how do these stats apply to Bdaily’s offering? As an experienced provider of digital marketing solutions, we are proud to share two of our favourite campaigns from 2015 along with a sneak peak of the work that went into producing these successful eshots.
Database: 11,300 subscribers, all based in/interested in North East businesses
Open rate: 22%
Click through rate (CTR): 4.9%
We recently worked with North East-based secure communications solutions provider, Forfusion to promote a flexible working event it hosted at the BALTIC Centre for Contemporary Art.
Forfusion’s campaign was successful for two reasons: the e-shot aimed to promote the event itself, rather than the company as a whole. We find that email campaigns with a particular focus, be it an event, product offer or promotion, perform significantly better than those promoting the company in a wider sense. A concise call to action is the best way to convert curious users into sales leads - give them a reason to click.
In this instance, Forfusion’s marketing team worked closely with the Bdaily content team to produce an informative interview with the company’s CEO and co-founder, Steven Forrest. Not only did this article garner interest from Bdaily’s loyal bulletin subscriber base, it also acted wider explorative piece giving the team at Forfusion the opportunity to showcase the business’ achievements and position in the industry.
Sean Ball, marketing executive at Forfusion, commented on the partnership: “Bdaily is what a modern business media outlet should be. The team produces great, highly relevant news and features which is has far-reaching exposure across social. But it also gets the balance right between editorial and commercial content, which is why I hold the outlet in such high regard.
“The North East Editor is enthusiastic about regional businesses and the economy and the commercial team go out of their way to ensure every penny is well-spent. It’s a breath of fresh air to see a media platform thriving in what are testing times for the sector.”
We recorded a strong open rate for Forfusion’s campaign and a CTR of almost double industry average. Part of our success in email marketing relies on our loyal and engaged audience, who are used to receiving high quality editorial content on a daily basis via our email bulletin, as well as carefully-selected emails from our partners like Forfusion.
Sarah Callender, Bdaily’s managing director added: “Working with Forfusion was a seamless process. We worked closely with Sean and the Forfusion team to produce a targeted campaign that sparked a positive response from business people across the region.
“In the new year, we will be further developing our digital marketing offering while working with businesses across the North East, North West, Yorkshire and South East to promote themselves via our fully-responsive website, daily email bulletin and active social media channels.”
To find out how Bdaily’s marketing team can help boost your business in 2016, get in touch direct on 0845 388 2022 or drop us an email.