The average email open rate spans a range starting at 11.22% for marketing and advertising industry-related emails to 25.28% for emails related to associations/social memberships. For the remaining industries and interests, the average open rate hovers around 18%.
What happens to the remaining 82% of unopened emails? Spam filters, trash files . . . you name it, they don’t get opened, and they remain among the lost marketing opportunities running rampant throughout businesses today.
Well, we’re here to tell you that you don’t have to settle for 18%. With an integrated marketing approach to your promotions, you can reach many more customers. You just have to think outside of email.
What Is Integrated Marketing?
Integrated marketing melds all marketing channels into one seamless, customer-centric approach. Instead of thinking about push marketing through a single channel such as email, an integrated approach considers the customer first, the message second, and the channels (plural) third. By using multiple channels to reach customers with your marketing message, you’ll have multiple opportunities to pique their interest, engage their attention, and inspire action.
Looking Beyond Email: What’s Next?
Consider the average company which sends a weekly email blast to its customer base. If on average a mere 18% of their list opens the email, the remaining 82% of customers do not see the content and message.
Where are the remaining 82%? They are:
- Engaging with the company via social media, such as Facebook, Twitter, Instagram, or another platform to keep up with the company.
- Flipping through magazines or trade publications in waiting rooms, on trains or relaxing after a hard day at work, where they may spot a company’s print ad.
- Surfing the web, where they encounter the company’s ads on their favorite search engine or website.
- Viewing ads for the company mysteriously following them as they check news, weather and sports on various sites thanks to the magic of ad networks.
- Watching ads for the brand on their favorite online video platform.
- Finding a direct mail piece in their mailbox illustrating a promotion or sale going on.
- Attending an event hosted by a company.
Now, if you focus solely on email marketing, you’ll miss many opportunities to engage with your customers. Looking beyond email and incorporating other marketing channels into your mix will help you encounter additional customer touchpoints that provide many opportunities to engage with your customers, remind them of your brand value, and invite them to visit, click or shop.
You know the old saying, “Don’t put all your eggs in one basket”? It is a good idea to not put all your advertising budget into one platform, either.
Instead, use integrated tactics and spread your marketing budget across targeted, strategic channels so you can diversify your reach and obtain a higher response rate. We can build an effective integrated marketing campaign for you that utilizes the latest tools and tracks the ROI of your campaigns.
INDUSTRY TRENDS THAT CAN AFFECT YOUR MARKETING
The Next Step in Bioresorbable Stent Technologies
Insights on BRS technology advancements at TCT 2018 in a post-Absorb world
Bioresorbable stent (BRS) technology is not dead, but the unbridled enthusiasm seen two years ago for the technology has been replaced with a much more somber, cautiously optimistic tone at the 2018 Transcatheter Cardiovascular Therapeutics (TCT) meeting in September.
TCT was at the center of BRS euphoria for a couple years until September 2017, when Abbott pulled the only BRS approved for the U.S. Market, the Absorb, off the market. The late-breaking ABSORB III trial presented at TCT 2017 a few weeks later shed more light as to why, when data showed poorer outcomes compared to the market-leading Xience metallic drug-eluting stent (DES). The 2,008-patient trial showed Absorb had results comparable to Xience, but had a slightly higher percentage of target lesion failure, poor outcomes in 2.5 mm or smaller vessels, and a few cases of late-stent thrombosis. The stent was also pricey and more difficult to use than metallic DES, which contributed to its low uptake in both the U.S. and European markets.
After the Absorb stent was pulled off the market, many companies developing BRS devices put them on the back burner or went silent. However, a handful of companies are still pushing full speed ahead with BRS technologies, believing their BRS offers a solution to the issues encountered with Absorb. Two companies that show a lot of promise are Reva Medical and Amaranth, which are explained in more detail below.
For the complete article, click here.
Key Interventional Cardiology News and New Technology at TCT 2018
From a cardiovascular device innovation standpoint, the 2018 Transcatheter Cardiovascular Therapeutics (TCT) conference included several noteworthy trial presentations. Here are a few of the key takeaways.
Most Innovative New Technologies at TCT 2018
Take a tour and see demonstrations of some of the most interesting new technologies on the expo floor in the VIDEO "Editor’s Choice of the Most Innovative New Technology at TCT 2018"
For the complete article, click here.