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Email Marketing Traction

What is email-marketing and how do you benefit from it?

Oh, yes, every one of us has received those annoying newsletters. You open it up, your face is bored, or you momentarily drop it to the trash bin, thinking to yourself that somebody out there is actually making money by sending people these emails. So, how do they do it? On the other side, we also receive some personalized letters that were capable of inspiring us, informing us about some crazy discounts or launch of some amazing product or service.
When we try looking skeptically a tour product and service, we look in the questioning faces, since the understanding may not yet have been established. Your product or your service is not going to explain itself.
We can do it, and we can do it in the most beautiful and engaging manner. Our clients, whom we aspire to understand and build trustworthy relationships with, have needs and desires, and we do pursue providing unique solutions. We just pick our clients up in a right place in a right time, and we take them by the hand because we want them to get used to us, to trust us and to join us.
2.9 billions of people have email accounts which can be used by us as an effective channel.

What email marketing is all about

Everything begins with drawing up your ultimate email list. Collect and place the email addresses of all the potential customers. Gather them with lead magnets, for instance. These are those little but engaging tools like checklists, tips and tricks, that you provide your clients as an added value element, in order to make their daily life simpler, funnier, and just better than before. You will see the fruits regardless of whether you will stay longer at this channel or will prefer to shift your activities to other channels.
Right, now we got closer to the process of actually sending e-mails. It can vary from something broad and impersonal like an informational newsletter sent through well-known Autoresponder and up to e-mail nurturing. The latter is a row of automated e-mails that at best can be adjusted to see how people interact with your product or your previous emails.
The important point here is that you should personalize your letters. At least, within the limits of your possibilities and depending on how much personal data you have managed to collect from the beginning. Eventually, e-mails have to turn into your information-, communication- and also sales instrument.

Email Marketing facts and figures

4 mistakes in email marketing that you really should stay away from

Your added value is missing

No one signs up with their e-mails or registers to receive newsletters for no reason You have to establish in the very beginning what your personal value is to a person who signs up to receive stuff from you. Many bad examples of e-mail marketing campaigns feature nothing more than „everything about the sender“. It usually sounds like like this: We can do it better than anybody else, our solution promises an incredible value added, and you can absolutely not do without us. Okay, self-advertisement is not value added. The people who might become your customers will just unregister or, when spotting your letter in their mail, will automatically send it to the trash with no chance for you.

You send it on a wrong point of time

Do you send emails when it is convenient for you, right? Then you just waste the priceless potential, because it only makes sense to send emails when your potential customers read their emails. As simple as that. If you do not give it enough consideration the following happens: your email ends up somewhere in the bottom of the feed, and most likely won't be given any attention. So, you really ought to try and establish the optimal strategic time periods when your subscribers are actively online and are potentially willing to look around and see what you have to offer.

Too often or too seldom

It often happens that marketers are driven by the principle "the more, the better". It means that in the period when the email attracts attention they go full speed and… wind up lying fallow. So, changing the rates, being either too obtrusive or too shy, or changing gears is the sign of inconsistency, and customers do not appreciate it.

Missing segmentation

The most important means of e-mail marketing is segmentation of the recipients in your email list. Nevertheless, only about 38% of advertisers around the world do segment their campaigns based on their customers’ interests. Every other client has a different touchpoint with your company; all clients have different interests in different products and services. You should learn to use segmentation for a more individualized approach.

Categorization of email format in terms of marketing activities

Email-Marketing in the funnel

All the activities that you implement within your email marketing strategy sit between the middle and the deeper part of the marketing funnel.

The main emphasis is to be put on the measures that are targeted on building trust with your customers, which will promote a better understanding from both sides. In the later phase, the conversion will lead not only to purchases but also to building a strong community of customers who adore your product and your attitude.

Immediate effect vs sustainability

If compared with the activities that are related to direct sales, email marketing usually does not generate a fast effect on your potential customers.

Instead, we are talking here about a step-by-step building of long-term customer relationships. At this stage, you provide your customers with information in the right moments and in the most cheerful and unobtrusive manner possible.

Categorization in channel portfolio

When you draw up your portfolio on action and channels you see that your email marketing activities perform the function of spreading the seeds in the heads of everyone who bumps into your content and ads. This effect can be really long-term and fulfilling.
This channel can work perfectly with both long-term and middle-term channels.

4 often underrated tips and hacks in Email-Marketing

Professional vs. Common spelling

The text of your emails can have varied styles. You should know your customer really well to understand what style they prefer and deem readable. So, it is true to say that e-mail-marketing is rather a trial and error path is, and you will have to test things. Try using a bit different tonalities in a few e-mails, to see which forms are not appealing to the recipients.

Subject lines

This is a true mixture of science and arts. AS it often happens, the best way to see what works and what doesn’t is A-B Test. At the end of the day, no one cares how awesome the content in your letter is, if the letter doesn’t get opened for the subject is lame. As simple as that. Make sure that your subject line sells the content of the mail — not a total fallacy because it doesn’t take your potential customers long to stop reading.

Sender: a company name or a personal name?

Which name to choose for the „from:“ field has an enormous impact on the open rate. And again, you can go around with A-B Test here with a small part of your target group, to check and find out what is best for you – to use your company name, your personal name or try combining them.

Personal or alias-e-mail addresses

It is possible to send your email marketing campaign from an alias "support@yourcompany.com". It bears an enormous potential to increase the open rate of your emails where you use the personalized address under specific names, as, for instance, "lisa@yourcompany.com". This way you can also test what form of appeal suits your customers more.

Key indicators of email marketing you should pay attention to

Open Rate

Open Rate (OR) what percentage of the emails sent were actually opened by the recipients. Formula: the total of the opened emails/total of e-mails sent * 100

Example: 40 emails opened / 2000 sent e-mails * 100=20 % OR

Average value
Mailchimp: 21,8 %
Smartinsights: 24,79 %

Bounce Rate

Die Bounce Rate (BR) shows the potential number of email recipients, whom your newsletter may not reach.

Formula: Gesamtzahl Bounced E-Mails / Gesamtzahl verschickter E-Mails * 100

Example: 10 Bounced E-Mails / 2000 sent E-Mails * 100 = 0,5 % BR

Average value
Mailchimp: 0,64 %

Click Through Rate

Click-Through-Rate (CTR) reflects the potential number of email recipients, who have clicked on at least one web link in your email.

Formula: the total of clicks/total of sent e-mails * 100

Example: 100 clicks / 2000 sent e-mails * 100 = 5 % CTR

Average value
Mailchimp: 2,62 %
Smartinsights: 4,19 %
The detailed benchmarks for email marketing statistics can be found here for Mailchimp and here for Smartinsights.

Get going!

Well, it is no way denying that email marketing is a truly exciting channel. The core of your success is a properly built and segmented list of recipients which you will continuously use to grow your community and reach out to potential customers. At a later stage marketing through emails functions as a long-term converting sales instrument.
Also, as you have already seen, its position in the entire marketing funnel is leaning to the deeper circle, and it cannot function as a sole channel. For a stronger short-term effect on the customers, it is necessary to build a complementary portfolio.
And now: Go on drawing up your list and be open to communicate to your subscribers and supply some really value-added style of content.

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André Wehr
André Wehr
As a founder and entrepreneur, I experience every day how important Traction and Customer Centricity is. It makes the difference between a nice idea and a viable business.

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