INSIGHTS
We look to the employees and give them recognition. We are giving them the opportunity to put their imprint on the program, which makes it more compelling.”
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– Bart Casabona, director of social media at Pitney Bowes, on why more companies are enlisting employees to create an army of branding ambassadors
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REPORT SHOWS WHICH DAYS EMAILS GET THE MOST PLAY
It’s the mother of all email campaigns and you want it to hit. But what’s the best day to send it? When can you get your best bang for the send? According to Yes Lifecycle Marketing’s “Email Benchmark Report: The New Age of Email Marketing,” emails received on Fridays have the highest average open rates (18.2 percent), while emails received on Saturdays have the highest average conversion rate (3.6 percent). The report was based on first quarter data from 7 billion emails sent by brands in 10 vertical markets: B2B, consumer services, CPG, entertainment, financial services, hospitality/travel, insurance, publishing, retail/wholesale and technology.
OK, EMAIL ME
The numbers are in and it’s official – email is still the No. 1 way today’s business executives prefer to communicate. According to HubSpot’s “State of Inbound 2017,” 86 percent say getting pinged electronically is the way to go. The survey, which queried 6,399 professionals in 141 countries, looks at the marketing priorities, new content distribution trends and buyer communication preferences of today’s marketing professionals. HERE’S A LOOK AT HOW THEY LIKE TO STAY IN TOUCH:
86% Email
60%
Face-to-face
56% Phone
51
The percent of marketers who say that personalizing content is one of the most effective account-based marketing tactics, according to Ascend2’s “AccountBased Marketing Survey Summary Report.” The report, based on queries to 305 marketers in B2B, B2C and hybrid B2B-B2C firms, also shows that 45 percent cite identifying high-value existing accounts as a valuable approach, while 42 percent believe in creating account-specific campaigns.
39%
Social media
THEY SECOND THAT EMOTION
What really grabs your consumers’ attention? What makes them want to be a part of your brand? According to CustomerThermometer’s “Connecting with Companies” report, 65 percent say they emotionally connect with brands that make them feel like they care about people like themselves. The report, based on data from a survey of 1,000 adults in the United States, also says that 55 percent of consumers make an emotional connection when they feel like a brand is making a positive difference, while 45 percent say they connect when they feel like the brand gets them.
JULY/AUGUST 2017
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