Might sound a bit obvious but the key to successful email marketing is providing relevance. Relevance is a common theme in SEO and marketing.
Internet users are flooded daily by emails and your message and reach can be quickly eliminated by a simple click of a button.
A recent report covering email marketing in the United States found that the main reasons people unsubscribe from email lists are:-
- 73% because the email was irrelevant to them
- 23% found they received more emails than they could manage
- 16% didn’t like the clutter it created in their inbox
- 16% likened them to spam as they originated from a non-trusted or known source
Taking each of the above points in turn:-
- Know your market, know who you are sending emails to. It is very common to “blanket bomb” email broadcast playing the numbers game. Expecting a low percentage return on several thousand or tens of thousand emails is not effective. Aim for quality email lists that have high returns.
- Follow best email marketing practice – again understand your audience and step back to your own experiences – how often do you want to hear from someone? Make the content compelling, your subject line will either draw in readers or alienate them.
- Again make sure your email frequency is right. Research the best times to send emails – Monday mornings are not a good time, lunch time works well.
- Make sure your recipients know who they are receiving the email from and why they are getting your communications. Adhere strictly to all anti-spam guidance, earn trust and never violate it.
The report published by the Chief Marketing Officer (CMO) Council also found that the most popular, in terms of open rates were:-
- Monthly bills 72%
- Bank statements 60%
- Promotional offers 41%
- Email newsletters 40%
- News Alerts 37%
As an email marketer you may not be able to hit the first two points above but the last items are certainly areas you should concentrate on to find relevancy and subsequent success.
Here at The WebMarketing Group we send tens of thousands of emails monthly for our own marketing and for our clients. We are email marketing veterans and know how to achieve and
measure email marketing ROI, the latter is an area often ignored by email marketers.
Contact us now or call 0845 555 5040 to discuss your email marketing requirements.
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