Over the last few decades, research has continued to prove the benefits of email marketing for business: low costs, high conversion rates, and detailed tracking are all notable features. But email marketing is becoming much more than just a tool for spammers and eCommerce.
See also: What is a lead capture page?
Consumers are becoming increasingly savvy about the differences between spam and permission-based emails, and more and more of them are accepting permission-based email marketing as a positive replacement for direct mail. The best news is that the majority of people who Get Permission-based emails open, normally, 78 percent of them.
Jupiter Research reports effective email marketing campaigns can produce nine times the revenues and 18 times the profits of broadcast mailings. But crafting an effective business email is both an art and a science.
Here’s a listing of factors, potential problems, and effective solutions to remember:
The average person gets 300 spam emails a week. 62% of which are 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, that number dropped proportionally to an increase in the use of spam-fighting tools.
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 next, and most important, tactic is to ensure that your email marketing service provider has a great relationship with ISPs.
This will make certain that your email marketing campaigns go into your subscribers’ inboxes, not their junk mail folders. When picking email marketing software, make sure that the company has strict anti-spam policies and complies with the guidelines of Can-Spam.
Images and Formatting
Broken email campaigns are an increasing concern among email marketers. Especially since several companies and online email providers now block graphics as a measure to combat spam. In actuality, according to ClickZ, 40% of email marketing messages delivered to inboxes are “broken.”
Personalization and Content
In a recent study by DoubleClick, email users were 72% more likely to respond to a company email 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 emails they receive. The most popular interest categories, according to the study, are coupons and household goods.
However, your coupon is no good unless the user opens the email. Users in the study said the most compelling reason for them to open an email from a business is the name in the “from” field. So it’s a fantastic idea to ensure that your company name is clearly stated there. Another significant element 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.
CTR and Conversions
So the user has opened your email and browse the content. Great. But where’s the sale? There is 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 to find out more, then bought 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.
As for 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 due to an email campaign.
There is no need to fret if your company does not fit into one of those businesses. The overall landscape for email marketing conversions is looking brighter every day. The typical click-to-purchase speed has increased nearly 30% since 2004 and the average orders-per-email-delivered speed has increased more than 18% since last year.
Email 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 don’t include detailed, real-time monitoring, you are getting a raw deal. Real-time tracking has become an industry standard, and it’s highly valuable, as it lets you find 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 email campaign performs better than the last (several email service providers also allow you to 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 internet advertising efforts, while 26% admit they’re “flying blind.” WebTrends says the low confidence comes from a lack of understanding when it comes to measurement, so there is still a great deal of work to be accomplished.
In email marketing, a blind shot will not take you very far. But if you aim properly by following these essential rules of play, you need to soon be reaping the same major results as so many online and offline businesses.