‘Five external factors that can impact your email campaigns’ – ‘Econsultancy’ Blog
Jack Simpson says, “The Festival of Marketing has finally arrived! I’ve already attended three fantastic talks, one of which came from the almighty Alan ‘not-so-marketer-friendly-but-still-full-of-sound-advice’ Sugar.
But one of the most interesting talks I’ve seen so far was on the Data and Analytics stage, where Return Path’s senior director of professional services Guy Hanson discussed how external factors can have a big impact on email marketing campaigns.
Hanson began by highlighting the fact that, while the average consumer receives more than 500 marketing messages each month, they open fewer than 1 in 15.
“Email senders aren’t just competing for share of market or wallet,” he says, “but also share of mind. If somebody spends 10 minutes with a competitor’s email that’s 10 minutes less with yours.”
The talk covered five external factors that can significantly affect the success of an email campaign, but that marketers have less control over“.
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