What’s Working in Email Marketing?
It’s the old kid on the digital block, and it still has impact. Email converts your email list into clicks on your offer at an average conversion rate of 4.29%. Do understand: that’s an impressive rate.
Let’s say your scheduled campaign heads out to 1,000 people on your list who may or may not be in the market for whatever service or product you are promoting. If 42 people and 9/10 of the 43rd person say, “I’d like to hear more,” there’s tremendous profit potential in nurturing those leads.
Email brought in a big chunk of profits in 2017 – making up 21% of a company’s average overall revenue. The trend is upward still, given that this 21% figure was 17% higher than in 2016. (If you’re not good at math or statistics, the point is, email is delivering more response, not less.)
As you fine-tune your email marketing strategies, take a full look at your metrics. What can they tell you? Beyond the number of clicks on the links in your email, what is happening after the prospect reaches your website? What pages are they visiting, how many visits are they making, how often are they returning? What areas of your website are drawing their interest – and how can you use this information to adapt your marketing?
Also, as you look at the behavior of those who actually opened your email, what can you determine from those who didn’t? As you take note of “unopens,” what can you learn about why your message isn’t reaching this audience? Should the subject line be strengthened? Is the copy triggering spam filters? Inboxes tend to dislike the word “free,” for example.
One of the most important techniques in email marketing is automation. Don’t waste the momentum of a response. When someone enters an email address at your website, be set to send a welcome and follow-ups that begin building a relationship.