Archive for November, 2009
8% of Internet Users Account for 85% of all Clicks
Posted by admin in Wake Up Call! on November 5th, 2009
The unclicking 84% A Sethism!
Mark points us to this great set of stats.
Basically, all of the clicks for all the ads online come from only 16% of the surfers, and most of them come from just 4% of all internet users.
So, if you optimize your ads for clicks, it means you’re ignoring a huge population.
If your business is built around the kind of person who clicks, you win. If it isn’t, you either need to not buy ads online or buy ads optimized for attention and familiarity, not clicks.
Imagine that only left-handed people clicked on ads (it’s about the same percent). What are you going to do if you make a product for the right-handed portion of the population?
It’s okay to make an ad that isn’t easy to measure. If it works, that’s enough.
by Jack Loechner, Tuesday, October 13, 2009, 8:15 AM
The results of an update to the comScore highly publicized "Natural Born Clickers" research, conducted two years ago with Starcom USA and Tacoda, indicate that the number of people who click on display ads in a month has fallen from 32% of Internet users in July 2007 to only 16% in March 2009, with an even smaller core of people (representing 8% of the Internet user base) accounting for 85% of all clicks.
Presented by comScore chairman Gian Fulgoni and Kim McCarthy, manager, Research & Analytics at Starcom, at the iMedia Brand Summit in San Diego on September 14, 2009, the original research showed that 32% of Internet users clicked on at least one display ad during the month. These clickers were segmented into Heavy, Moderate and Light Clicking segments based on the group of users (heavy), middle 30% (moderate), and bottom 20% (light).
In 2007, comScore, Starcom and Tacoda found that Heavy clickers, representing 6% of U.S. Internet users, accounted for the top 50% of clicks, Moderate users, 10% of Internet users, accounted for 30% of the clicks, and Light clickers, 20% of users, accounted for 16% of the clicks. By March 2009, those numbers had dropped substantially:
- 4% of Internet users are Heavy clickers
- 4% of users are Moderate clickers
- 8% are Light clickers
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Heavy, Moderate, and Light Display Ad Clicker Analysis (Total US Home, Work and University Locations) |
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Share of All Internet Users |
Share of All Click-Throughs |
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|
|
July ’07 |
March 09 |
July ’07 |
March ‘09 |
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Total clickers |
32% |
16% |
100% |
100% |
|
Heavy clickers |
6 |
4 |
50 |
67 |
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Moderate clickers |
10 |
4 |
30 |
18 |
|
Light clickers |
16 |
8 |
20 |
15 |
|
Non clickers |
68 |
84 |
0 |
0 |
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Source: comScore, September 2009 |
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Linda Anderson, comScore VP of marketing solutions and author of the study, concludes that "… marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84% of Internet users who don’t click on an ad… "
The results underscore the notion that, for most display ad campaigns, the click-through is not the most appropriate metric for evaluating campaign performance. Rather, advertisers should consider evaluating campaigns based on their view-through impact, says the report.
Despite the precipitous decline in clicks, says the report, comScore is advocating looking beyond the click because other comScore research has shown that online display ads generate significant lift in trademark search, online and offline sales, and brand-site visitation across all verticals, among those internet users who were exposed to the online ad campaigns – whether they clicked on the ad or not. These results, compiled in comScore’s influential "Whither the Click?" white paper, were reported in the June 2009 issue of the Journal of Advertising Research.
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Display Ad Lift (Site Reach Weeks 1-4 After First Exposure) |
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Vertical |
Control |
Test |
% Lift |
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Average all |
4.5% |
6.6% |
46% |
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Automotive |
0.9 |
1.9 |
114 |
|
Finance |
1.3 |
2.3 |
86 |
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CPG & restaurant |
0.6 |
1.1 |
77 |
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Retail & apparel |
9.1 |
13.8 |
52 |
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Media & entertainment |
7.0 |
10.0 |
42 |
|
Electronics & software |
5.8 |
7.2 |
25 |
|
Travel |
4.8 |
5.8 |
21 |
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Source: comScore, June 2009 |
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John Lowell, Starcom USA SVP/Director, Research & Analytics, notes that "a click earns no revenue and creates no brand equity… online advertising (is) certainly not to generate clicks… (but) to visit website, seek more information, purchase a product, become a lead, keep brand top of mind… "
For additional information, please visit the SMV Group here.
Keys to the Kingdom: Fitty All Time Best Subject Lines
. . . SEEDED FROM vERTICAL RESPONSE
50 All-Time Great Retail Subject Lines
Here at VerticalResponse we’re always being asked things like, "What is the best day to send email?", "What are the real email marketing secrets?" and "What are great subject lines?". I decided to focus this post on that last one, and offer some really great and proven-to-work subject lines that you can test out for your email marketing campaigns.
First of all, I’m assuming at this point that your recipients will recognize you from your "From Label". I’ve written why your From Label is very important in your email marketing campaigns. If they are familiar with who the email is coming from, you’ll have better luck getting your email opened with a catchy subject line.
As a retailer your email marketing campaigns are probably all about selling. If you sell your own products or products from other manufacturers, you’ll be trying to announce new products, new seasons or discounts and sales. You’ll want your recipients to act fast, so you may want to try expiration dates in your subject line. We even see businesses using hours in the day in their expiration time periods.
You’ll see that some of these subject lines are a bit vague like "An Exclusive Offer for You", however sometimes that might get more opens than if you talk about a specific product. That’s something that you need to test for yourself in your own campaigns.
Offer, Offer, Offer
Enjoy this Special Offer at Our New Location
25-40% off – Email-Only Offer – Today Only
Invitation-Only 2 Hour Event Starts 11:30 AM CT
Ends Today! 20% Off Friends & Family
Top 10 under $10
Free shipping – offer ends in 3 days
Free product with purchase of [product name]
[New Product] has arrived. Order now before we run out.
Earn double points for [insert product or action].
Last Chance: Get up to $25 now
Save 10% on your next order
Enjoy [season] with rates from $65
Service Notice: Exciting new changes at [your company]
An Exclusive Offer for You
[Your company] October Specials
Last minute deals, special offers, and new [product name]
Act Now to renew your [subscription name]
Online only: 25% off friends and family
Introducing our latest…[product/feature here]
[Product name] Promotion week. Save 25%
Extended for a day! Get Free shipping through Friday
Stock up and save 15%
Limited Supply: Limit 2 [product name] per customer
Ho-ho-ho: The [your company] holiday catalog is here!
Email subscriber exclusive: [Product name] sale is here
Ends Today: Take 20% off your entire order
Private Sale Ends Today
Your choice of amazing items $50 + under
Great gifts for [Dad, Mom, etc]
Best Sellers every [girl, boy, man, woman, dog, etc.]
Everything you need when the temperatures [rise, fall]
Free Shipping–Limited Time Offer
Catchy & Creative
Sometimes all you need is a little vase lift (retailer selling vase’s)
We’ve got you covered from head to toe (retailer selling hats, shirts, pants and boots)
How La Perla got its name (retailer selling lingerie, telling a story inside the email)
Temperatures Fall, Style Rises (retailer selling coats)
Celebrity Favorites (selling accessories that Hollywood is wearing)
Did you remember to get a gift? It’s ok, we did. (retailer wanting to get people to register for gift reminders)
10 Gift Ideas for your little ones (retailer listing top 10 suggestions for kids)
Manhattan View for a Song in the Shower (retailer selling shower curtain with Manhattan skyline on it)
Take your pick: Our 9 Favorite Dresses (retailer suggesting by popularity)
Coolest modern desk on the job…for $149 (retailer including price in the subject line)
Score Great Savings on Game-Time Gear: HDTVs, Furniture & More (retailer selling TV’s with a sports slant)
Party Like it’s 1999 Aged Cabernet Special (wine retailer)
In our store: Last minute Mother’s Day combo ready to go (retailer getting the last minute shoppers with a catch "combo to go".)
Adorn Your Home Now & Through the Holidays (Home decor retailer)
Mind-Blowing Grenache (wine retailer)
Bring this email to a Gap store and win! (retailer trying to get store traffic)
I hope this gets your creative juices flowing. You can also find some great holiday-specific subject lines here. If you’ve got some great subject lines that have worked for your business, comment and let us know.
Responsibility Shirking. . .to Success!
Posted by admin in Slap In the Face!, Wake Up Call! on November 2nd, 2009
Help your customers avoid taking responsibility
It’s interesting to see that people are much better at putting up with things that happen to them than they are at living with the consequences of a bad choice.
When you can blame someone else (or the gods of spite, chance and bad luck) it’s emotionally safer than it is to acknowledge you made a lousy choice.
If the weather is freakishly bad on your vacation, you can embrace pity from your friends, and spend your angst cursing the storms.
On the other hand, if you book a trip in the middle of hurricane season, you’ve got no one to blame but yourself.
This is a great opportunity for marketers and others that want to engage with the public. If you can figure out how to communicate, "it’s not your fault," then people will be grateful, and they’ll return. It might not be right, it might not be mature and it might not be the behavior society wants to advance, but it works.
Even better, figure out how to teach your customers to enjoy taking responsibility. It’s the long term solution that builds a healthy relationship between customer and vendor… you coach them on good choices and they embrace what happens after they make them.
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