Over the past few years, research has continued to prove the benefits of e-mail marketing for businesses which include low costs, high conversion rates and detailed tracking. But e-mail marketing is becoming much more than just a tool for spammers and e-businesses and consumers are becoming increasingly savvy on the differences between spam and permission-based emails, and more and more of them are accepting permission-based e-mail marketing as a positive replacement for direct mail.
The best news is that the majority of people who receive permission-based e-mails open, on average, 78% of them and let’s be honest, that is potentially a huge number of people!
If you’re new to email marketing, or trying to freshen up your autoresponder. Here is a list of factors, potential problems and effective solutions to keep in mind:
1. Spam! Spam! Spam! I don’t need any Viagra!
The average consumer receives more than 300 emails a week, 62% of which are sadly, spam. No wonder there’s such hostility towards the industry. But spam filters, bulk folders and “report spam” features are helping consumers become more at ease about the perils of spam. While 89% of users cited spam as a major concern in 2003, that number dropped to 85% in 2004, proportionally to an increase in the use of spam-fighting tools.
So as a permission-based business email marketer, what can you do? One tip is to remind your subscribers to add you to their “safe senders” list. The second, and most important, tactic is to make sure your email marketing service provider has a good relationship with ISPs. This will ensure that your email marketing campaigns go into your subscribers’ inboxes instead of their junk folders. When choosing an email marketing software, make sure the company has strict anti-spam policies and complies with the guidelines of Can-Spam. I personally use GetResponse.
2. Images and formatting: Why do my emails look broken?
Broken email campaigns are an increasing concern among email marketers, especially since several companies and web-based email providers now block graphics as a measure to combat spam. In fact, according to ClickZ, 40% of email marketing messages delivered to inboxes are “broken.”
Ensuring that your emails are formatted correctly, and look engaging can help pull in your subscribes to your offers or services. Use images to help enforce your ideas, and make sure you have a great plan and STICK TO IT! Curious where to get started, check this out!
3. Personalization and relevant content: In a business e-mail, one size does not fit all.
In a recent study by DoubleClick, email users were 72% more likely to respond to a business e-mail if its content was based on the interests they had specified. That number points out the absolute importance of allowing users to choose their own interest groups and have control over which business e-mails they receive. The most popular interest categories, according to the study, are coupons and household goods.
But your coupon is no good unless the user opens the email. Users in the study said the most compelling reason for them to open a business email is the name in the “from” field. So it’s a good idea to make sure your company name is clearly stated there. Another major factor is the “subject” line. Users cite discount offers and interesting news as the most compelling subject lines, followed by new product announcements and free shipping offers.
4. Click-through and conversion: Show me the money!
So the user has opened your email and read the content. Great. But where’s the sale? There’s good news here. For one, consumers are increasingly likely to make purchases as a direct result of a business email campaign. One-third of users in the DoubleClick study had purchased something by clicking a link on an email. Another 42% clicked on an email link for more information, then purchased the product at a later time. Second, online couponing is booming: 73% of consumers have redeemed an online coupon for an online purchase, and 59% have redeemed an online coupon offline.
In terms of industries, the top performers are travel, hardware/software, electronics, apparel, food, home furnishings, gifts/flowers and sporting goods. All companies sending business emails in those categories said between 71% and 80% of recipients have purchased their products because of an email campaign.
There’s no need to fret if your company doesn’t fit in to one of those industries. The overall landscape for email marketing conversions is looking brighter every day. The average click-to-purchase rate has increased nearly 30% since 2004 and the average orders-per-email-delivered rate has increased more than 18% since last year.
5. Stats tracking: who are my real consumers?
E-mail marketing is an increasingly popular tool in effective CRM, and it’s about time more businesses recognize that. First off, if your provider’s email services for business do not include detailed, real-time tracking, you’re getting a raw deal. Real-time tracking is now an industry standard, and it’s highly valuable, as it allows you to see the exact moment a user opens your campaign, clicks on your link and makes that purchase. Studying your users can help you improve your communications efforts, so each campaign performs better than the last (several email service providers also let you compare the performance of your campaigns).
But many marketers are still in the dark. According to a recent WebTrends research, only 5% of marketers are very confident in the measurement of their online marketing efforts, while 26% admit they’re “flying blind.” WebTrends says the low confidence comes from a lack of knowledge when it comes to measurement, which means there’s still a lot of work to be done.
Ready to get started?Check out the email marketing platform I use below!
In email marketing, a blind shot won’t take you very far. But if you aim properly by following these essential rules of play, you should soon be reaping the same major results as so many online and offline businesses.
GetResponse is a complete online marketing solution. It provides turnkey newsletter publishing and hosting features, as well as unlimited follow-up autoresponders, landing pages, webinars, marketing automation, and CRM to deliver information to your contacts and convert them to paying customers. Through responsible and fully automated list hygiene, anti-spam practices, and established relationships with major Internet service providers and email service providers, GetResponse prides itself on the highest possible email deliverability to ensure that your messages get through to your prospective customers.
The platform delivers over 5 billion emails each year in 172 countries. GetResponse is fully scalable and capable of handling both small and very large lists (1+ million subscribers).
GetResponse in highlights:
– Over 100,000 active accounts
– 30-day free trial
– Deliverability of up to 68% higher than our competitors
– Unlimited emails
– Powerful, automatic message personalization
– Smart tracking features
What benefits does it bring?
– Catches lost sales and jolts your leads into profitable action
– Boosts your lead generation and business-building results
– Chops away tedious and repetitious email marketing tasks
When you sign up for an account with GetResponse, you will be supported every step of the way by their excellent customer support and materials (context help, user guides, FAQs, and video tutorials). You will benefit from industry-leading email deliverability which GetResponse consistently maintains through their solid relationships with ISPs, proactive delivery initiatives, and strong anti-spam commitment. Try GetResponse today and find out how you can instantly get tangible, measurable results without wasting your time or investing a lot of money.