Clever Email Marketing
With all the Social Media Platforms being used and available to us, many companies are still finding email marketing the best way to promote their business and have email as their primary communication channel in their Digital Marketing Strategy. Many businesses use email as their main form of communication with the world so it makes sense to use this method to inform and promote and ultimately convert.
- Highly Targeted
- Can be tested and refined
- Better Conversion Rates
- Cost Effective
Graphic courtesy of AMAS graphic (www.amas.ie)
As you can see from the above graphic Email Campaigns is the most preferred online format for digital marketing as per a survey by the Marketing Institute conducted by an online questionnaire of 348 in 2012 of which 82% were responsible for budget spend.
According to Newsweaver/Mii Email Marketing Report companies are mostly using email for the following:
- Maintaining Customer relationships 94%
- Internal Communication 70%
- Building Brand Awareness 89%
- Increasing Website Traffic 84%
55.3% have a database of less than 5,000 email addresses
67% of respondents are using some form of advanced email software to conduct email marketing campaigns.
Now that we have established it is the most popular form of communication used by companies the next step is to ensure that you carry out Email Marketing Campaigns which not only generate an interest in your company/service but go on to increase your conversion rates.
According to Dave Chaffey’s E-Business & E-Commerce Management, Strategy, Implementation and Practice (Chap. 9 Pg 532) The following is the correct criteria to follow for successful email marketing campaigns.
Critical Success Factors:-
- Targeting & Timing
- Landing Page
Useful tips for generating more leads and conversion for your company via email marketing:-
- Use Incentives to increase open rates, such as free gift, free shipping etc.
- Less is more – no one has time or patience to read an essay.
- Keep the main message and CTA (Call to Action) above the fold – as many as 70% don’t read below the fold. Also the CTA should be repeated at least three times.
- Put your logo in the upper left hand side of the page – that is the first place the eye is drawn to.
- Write compelling subject line. It should have a sense of urgency and it should provide a good indication to the reader what to expect when they open the email.
- Use Auto-Responders for Opt-ins.
- Unsubscribe – even though you might think it counter-productive, ensuring ease of ‘opting out’ ensures you will only be sending emails to customers that want to receive them and will an interest in your content and offers. So put the ‘unsubscribe’ button somewhere in the email where people can easily find it.
- ‘Prune’ your email list on a regular basis. Avoid being spammed. Inactive email addresses, non-existent emails etc., which are undeliverable should be removed from the list. If you continue to send emails to these addresses it will help the providers to mark you as spam and that is something you definitely don’t want.
Some more encouraging stats regarding email marketing –
According to “Message Systems, Marketing Channel and Engagement Benchmark Survey – ‘StrongMail, 2012 Marketing Trends” –
63% – Direct Marketing respondents who said that email provides the strongest ROI
60% – Businesses that plan to increase email marketing spend in 2012 and beyond – more than social media (55%) or mobile (37%).
97% – Survey respondents who leveraged email as the top channel for marketing campaigns.
32% – Smart phone users who made a purchase after receiving a promotional email.
Although this survey was carried out in 2012 I am sure the trends are still the same today as regards the popularity of email marketing.
Image courtesy of freedigitalphotos.net
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There are many services and tools such as Mail Chimp, Campaign Monitor, Constant Contact, iContact & AWeber, Newsweaver, Cheetahmail which offer the client many advantages for ease of use such as being able to create a database and sign up form at the same time. They also allow you to view stats on your campaign’s performance. Campaign summaries and reports provide information such as the number of messages sent, how many emails were opened, how many bounced, how many people clicked on the links in your email and at what time, and also where these people were located. All of this is vital information for future targeting and segmenting email campaigns.
To summarize email marketing is the marketing strategy that offers the biggest return for the initial investment. It is really easy to set up.
All you need is a good email template to get your potential customers interested and an email database with opt-in email addresses that you can gather on your own or buy from one of the many email list providers on line.
Hope this blog was useful and provided you with some tips and observations for email marketing.
- Newsweaver/Mii Email Marketing Report www.newsweaver.com
- AMAS http://amas.ie/online-research/state-of-the-net/state-of-the-net-issue-20-spring-2011/1-survey-how-irish-marketers-use-digital/
- Amarach Research Graphic courtesy of AMAS graphic (www.amas.ie)
- E-Business & E-Commerce Management Strategy, Implementation & Practice by Dave Chaffey fifth edition. –
- Message Systems, Marketing Channel and Engagement Benchmark Survey – ‘StrongMail, 2012 Marketing Trends http://www.strongview.com/pdf/SM_Trends2012.pdf