In this article you will read how you use email marketing as a power channel for your target group and which mistakes you should avoid.
It all starts with building an email list, typically one of the strengths of online marketing. Collect the addresses of potential customers over time in the right places. For example with so-called lead magnets.
These are smaller or larger tools such as checklists, tips and tricks, which you make available to potential customers as added value to make their daily lives easier, more pleasant or simply better. It is important to observe the rules of the DSGVO and data protection. You will see, it will bring you something, no matter if you stay with this channel later or if your activities in other channels are preferred.
Then it’s time to send the emails to your mailing list. This can range from a widely known informative newsletter to an auto-responder or an email nurturing. The latter is a set of automated emails that are best customized to how people have interacted with your product or your previous emails.
It is always important that you personalize the emails. At least as far as possible and depending on how much personal data you have requested at the beginning. Thus the email becomes your information, communication and also sales instrument.
According to Statista, almost one in two people worldwide uses email today.
Compared to existing social media platforms such as Facebook, Instagram and Twitter, emails convert better by far.
With mobile use, almost three-quarters of purchase decisions are influenced by previously received emails.
Lack of added value
Nobody subscribes to an email list or a newsletter for no reason. So you should create a value right from the start and thus a reason why someone should sign up for your list. That in itself is the answer to Call-to-Action (CTA). In many badly done email marketing elements it is mostly only about the sender. That sounds then in approximately the same way: We can do this best, our solution promises this grandiose added value, and without us you couldn’t survive anyway. Self-promotion is not added value. Your addressees will either unsubscribe or put the unread mails in the trash.
Wrong dispatch time
Do you also send the mails when it suits YOU? Then you are giving away precious potential, because the time should be optimal when your subscribers also read mails. If you don’t do that, the following will happen: Your mail will appear somewhere at the bottom and will not receive any attention from the people you are targeting. Here it applies to recognize that there are strategically better and worse periods of sending, which you can test against each other.
Too often or too rarely
Marketers often proceed according to the proverb “a lot helps a lot”. This means that in periods when email marketing once again attracts attention, it is given full throttle and lies fallow in other periods. This leads to your loyal subscribers not being able to adjust to any continuity and then especially in full throttle phases the subscription rate increases extremely.
Segmenting recipients in your email list is one of the most important tools in email marketing. However, only 38% of advertisers segment their campaigns based on customer interests. Every customer has different points of contact with your company, is interested in other products or services. Therefore you should also use the possibilities of segmentation for a more individual approach.
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Professional vs. Common spelling
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?
Personal or alias-e-mail addresses
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
Mailchimp: 21,8 %
Smartinsights: 24,79 %
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
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
Mailchimp: 2,62 %
Smartinsights: 4,19 %
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