Research has consistently demonstrated the advantages of e-mail marketing for businesses over the past few years. Notable advantages include low costs, high conversion rates, and thorough tracking. However, e-mail marketing is becoming much more than just a tool for e-businesses and spammers. Permission-based email marketing is gradually being accepted as a worthwhile alternative to direct mail by consumers who are growing more knowledgeable about the differences between spam and legitimate communications.
The good news is that most recipients of permission-based emails open them on average 78% of the time.
According to Jupiter Research Effective email marketing efforts can outperform broadcast mailings in terms of revenue and profit by nine times and eighteen times, respectively. However, creating a successful business email requires both art and science. Following is a list of elements, potential issues, and practical solutions to bear in mind:
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1. Spam! Spam! Spam! Viagra is not needed by me.
More than 300 emails are sent to the average consumer each week, 62% of which are spam. It makes sense why there is such animosity toward the sector. However, spam filters, bulk folders, and "report spam" functions are assisting users in feeling more at ease with the dangers of spam. Spam was a big worry for 89% of users in 2003, but that percentage fell to 85% in 2004 due to a rise in the use of spam-fighting technologies.
What can you do as a permission-based corporate email marketer as a result? Reminding your subscribers to add you to their "safe senders" list is one piece of advice. Making ensuring your email marketing service provider has a positive working relationship with ISPs is the second and most crucial strategy. This will guarantee that your email marketing initiatives get into the inboxes of your subscribers rather than their spam folders. When selecting email marketing software, confirm that the provider adheres to Can-Spam regulations and has rigorous anti-spam standards.
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2. Why do my emails look faulty in terms of images and formatting?
Broken email campaigns are a growing worry for email marketers, particularly since more businesses and web-based email providers are limiting graphics as a spam-fighting tool. In fact, ClickZ estimates that 40% of email marketing messages that are delivered to inboxes are "broken."
So what is the answer? Some email marketing applications publish all of your delivered email campaigns to a secure online location (which, owing to encrypted technology that automatically authenticates the user, only the original recipients of the email may access). Even if consumers are viewing your email campaign from a secure web location, some programs' technology ensures you can follow their behavior.
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3. Personalization and pertinent content: There is no such thing as a one-size-fits-all corporate email.
Email users were 72% more likely to reply to a business email if its content was based on their identified interests, according to a recent DoubleClick study. This figure emphasizes how crucial it is to provide people the freedom to select their own interest groups and decide which business emails they receive. The analysis found that domestic products and coupons are the two most popular interest areas.
However, your coupon is useless until the recipient opens the email. The name in the "from" box is, according to survey participants, the most convincing reason for them to open a business email. Make sure your company name is prominently displayed there as a result. The "subject" line is another crucial element. The most appealing subject lines, according to users, are those with discounts and fascinating news, followed by those with new product announcements and free delivery offers.
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4. Click-through and conversion rates: Show me the money!
The user opened your email and has since read its contents. Great. Where, though, is the sale? I have some great news for you. One is that a customer's likelihood of making a purchase as a direct result of an email marketing campaign from a business is higher than before. One-third of participants in the DoubleClick survey had bought something as a result of clicking an email link. Prior to making a purchase, 42% more respondents clicked on an email link for more information. Second, the use of online coupons has significantly increased: 73% of customers have used one for an online purchase and 59% have used one for an offline purchase.
Travel, hardware/software, electronics, fashion, cuisine, home furnishings, gifts/flowers, and sporting goods are the top-performing industries. According to all businesses sending those types of business emails, between 71% and 80% of respondents have bought things as a result of an email campaign.
You shouldn't worry if your business doesn't fall under one of those categories. Every day, it appears like the general picture for email marketing conversions is improving. The average orders-per-email-delivered rate has climbed by more than 18% since last year, while the average click-to-purchase rate has increased by about 30% since 2004.
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5. Stats monitoring: Who are my actual clients?
It's about time more companies realized that email marketing is a useful CRM tool that is becoming more and more popular. First off, you're getting a rough bargain if your provider's corporate email services don't include comprehensive, real-time tracking. Real-time tracking is now considered best practice and is extremely significant since it enables you to know when a consumer opens your ad, clicks on your link, and makes that transaction. Your communications efforts can be improved by studying your users so that each campaign works better than the last (many email service providers also allow you to compare the effectiveness of your campaigns).
However, a lot of marketers remain in the dark. Only 5% of marketers are extremely confident in the measurement of their online marketing activities, according to a new WebTrends study, and 26% acknowledge they are "flying blind." According to WebTrends, the low confidence is a result of measurement ignorance, indicating that there is still much work to be done.
A blind shot in email marketing won't get you very far. But if you aim correctly and adhere to these fundamental game rules, you should soon be enjoying the same significant benefits as so many physical and internet firms.
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