Things to think about before you span your audience with email blasts.
We get it. 2020 is the bane of your existence, the stain in your toilet bowl, the smell from a trash can (if you can smell it.) More importantly it has been the most challenging year for business owners ever. We mean EVER. You can be open; you must be closed… Mask mandates, capacities, advisory alerts… Our nation is struggling to control an enemy we cannot see. Now what… Spamming your email list is probably not the answer, but we all know many companies can’t help themselves. We explore a few ways to ensure that your email marketing stays on target.
How do you reach your customers when they cannot come to you?
Many are drawn to using e-mail marketing campaigns to reach the customers that would normally come to you. Businesses have spent the better part of the last couple of years generating lists that they can use to market their products and services.
With the implementation of privacy laws both state side and in Europe, emailing people has become a new art form. Yes, we said it, it is now an artform. There is a delicate balance between self-promotion and flat-out spam. Here are three things to consider before you push the “send” button.
- Does this email have value outside of a sales pitch?
- Am I creating a reason for people to open my email?
- Is the content of the e-mail newsworthy?
What is an open rate?
The open rate is the percentage of people that view the email that you have sent them. Most emails are deleted before they are ever read. Even the largest companies in the world with the biggest emailing lists have open rates much lower than 25%.
Did you know that depending on your business footprint, your email blasts will have anywhere between 10-25 percent open rate on average? In fact depending on your industry, it may be hovering on the lower end of that scale. The most successful email open rate according to MailChimp the most opened email is around 27%.
What does it mean when someone unsubscribes?
Emailing your list means that your members can remove their email address from your email to prevent future communications to your email blasts. Today, every email campaign must include an unsubscribe link to comply with new privacy regulations passed in the United States as well as Europe. All email services must have the option for subscribers to remove themselves for any reason from your mailing lists.
Failure to stop contact once someone unsubscribes can lead to fines for each email violation. So it is important for businesses to monitor all their subscribers and make every email one the audience WANTS to read.
You just read the most important aspect of this blog: make emails that people WANT to READ.
That means simply you need to create content that educates, inspires, and is newsworthy to request the time and attention of your email subscribers. Do you know why the highest email open rate is those related to hobbies? Because people WANT to read about topics that interest them. They want to learn; they want to be inspired.
Alternatively, when you blast people with constant sales and discounts regularly, they are more likely to delete the emails and unsubscribe because they get use to seeing the coupons and there is no actual sense of urgency.
Don’t sweat the unsubscribes:
Too often when we have a high rate of unsubscribes to a brand, we can get nervous that we are doing something wrong. The reality is that you do not want to keep blasting people who truly do not want to engage with your brand. More importantly, having a clean list of people who do engage with you is more important than who left.
Learn from your data
The important thing is to leverage your audience for the right reasons at the right times. Emailing them 10x’s per week may not be your best decision ever. More often you can create great content on a blog and leverage that content through your email blasts to consolidate several ideas into one space. That way your audience can choose the path they want to engage with, and you can use that data to leverage your marketing to a subscriber’s actual interests.
In other words, give them things to click on, track where they clicked, create lists that leverage their interests, rather than spamming them with everything all the time. That is the key, each contact must have a purpose and be able to support generating leads for your company.
For instance, I have a client that sells several kinds of products. It is a lifestyle brand where some users know them for one specific product. Since the launch of the initial product, they are branched into several unique divisions that make up a larger lifestyle. Our email open rate doubled when we segmented the lists based on the buying patterns of the customers.
If they clicked things multiple times, but maybe they did not buy something we can now send them more niche emails about that thing they keep clicking. In addition, we have warm leads for the sales team to follow up with.
Email marketing is a tool and should have strategy built in.
Email marketing is a tool, and you have to be smart about how you leverage it if you want it to convert customers. If you need help, we are happy to be your guide Contact us today.