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Marketability eBulletin

Welcome to our latest fortnightly eBulletin, posted here on 2 May 2017. In this issue:


Three email metrics you may not be tracking but should

Most of our focus for our email marketing is on getting the creative ‘right’, then measuring our success by tracking opens, click throughs, unsubscribes and so on. And our ESPs deliver data for each campaign so we can benchmark against past performance.

All of this is very useful, but this blog post from Return Path puts the case for adding three additional metrics which relate to cumulative performance over time, rather than each campaign separately. It’s a different way of looking at what we’re doing and, I think, an incredibly valuable one. The three metrics relate to:

  1. List quality: starting with an interesting observation that the highest engagement often comes from the least sophisticated marketing to small lists.
  2. List churn: the fascinating point here is that it’s the best quality subscribers who tend to unsubscribe over time, because the disengaged simply don’t bother. Which slowly but surely erodes list quality.
  3. Competitive loyalty: one of email’s primary objectives is cultivating loyalty in our subscribers, but ESPs’ reporting isn’t geared to measure this. But if it’s one of the main drivers for using this channel in the first place, we should be addressing it.

Thank you to Return Path for their excellent blog post ‘Three Missing Email Metrics That Could Change Your Priorities’ which has really got me thinking. Highly recommended!

Our Email Marketing Workshop is the place to be for lots more like this. Runs in London on Thursday 11 May, places still available.

 


'What Librarians want Publishers to Know', from the UKSG conference

This slide presentation, compiled by publishing consultants Bernie Folan and Claire Grace following research at the UKSG conference recently, is available on the Society for Scholarly Publishing’s Linked In group. (If you’re in academic publishing I’d recommend joining this.)

The question (essentially, what would you like to tell publishers) is a loaded one, and it’s no surprise that respondents felt compelled to complain about pricing as their #1 priority. But the responses overall, while depressing in places, are also really useful at presenting a snapshot of what it’s like on the other side of the publisher/librarian fence. Each slide quotes academic librarians on a particular issue.

Read the slides for yourself
(you may need to apply to join the group first, but it will be worth it).

Our Academic Marketing Workshop starts from considering the challenges and concerns of academics and librarians before going on to discuss excellent practice from a range of publishers, small as well as large. Why not register your interest in joining us on the next one?

 


Fabulous example of storytelling in copy from Hellmann's

This copy appeared in two adverts in the Guardian and Observer magazines last month. They were to promote mayonnaise, but they focused instead on the story of the first person to see a prawn and a squid, respectively, and think ‘yum!’

The headlines were:
‘Here’s to the brave soul who first nibbled a scaly little water nugget’ and
‘To the visionary who first saw tentacled brain sacs and thought lunch’.

Both adverts used the luxury of a facing page photograph of the raw seafood in question, but the success of both was entirely down to the quality of the copy. Pure storytelling, well executed. They deserve to be rewarded with a sales uplift in mayo.

Head to our Facebook page to see the adverts for yourself.

Storytelling as a copywriting tactic is very powerful and can be applied to ANY product, no matter how specialist. If you’d like to find out more, why not join us on a Copywriting Workshop?

 


On The Marketability Grapevine on Facebook

  • See those Hellmann’s adverts for yourself.
  • The missing volume 2 of Irish dancing (if you’ve just returned from a long Bank Holiday weekend this will cheer you).
  • Read something that hit the spot in this eBulletin? Click through and like the item or add a comment on Facebook
  • Watch the Wall for postings of new jobs, or feel free to add to them.

Visit The Marketability Grapevine.

 


Tip of the week: Recruiting PhD students to journal editorial boards

The editorial boards of journals are in a perfect position to use social media to promote, but they don’t necessarily have the expertise (or the time) to do so. If you relate to this from your own experience, then why not suggest following the lead of some editors in chief who have recruited a PhD student to the board with the express purpose of maximising appropriate exposure through social media? Such a great idea (I think), and everyone benefits.

Thank you to the delegates on the recent ALPSP Introduction to Journals Marketing course who were working with EICs who had done just this.

 

 

 

Marketability (UK) Ltd

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Tel +44 (0)20 8977 2741
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