In recent years, research has continued to demonstrate the advantages of email marketing for businesses, including its low costs, high conversion rates, and precise tracking. But email marketing is becoming much more than a spammer and e-business tool. Consumers are becoming increasingly knowledgeable about the distinction between spam and permission-based emails, and they are increasingly recognizing permission-based e-mail marketing as a beneficial alternative to direct mail.
The good news is that on average, 78 percent of permission-based emails get opened by the majority of recipients.
Jupiter Research documents Email marketing efforts may generate nine times as much revenue and eighteen times as much profit as broadcast mailings. However, composing a good business email requires both art and science. Consider the following elements, possible difficulties, and successful solutions:
Spam! Spam! Spam! I have no need for Viagra!
The average customer receives over 300 emails every week, of which 62 percent are spam. No surprise the industry is met with such disdain. However, spam filters, bulk folders, and “report spam” tools are aiding customers in overcoming their fears about spam. In 2003, 89 percent of users rated spam as a serious issue; in 2004, this percentage decreased to 85 percent, corresponding to the increased adoption of spam-fighting programs.
So what can you do as a permission-based corporate email marketer? Remind your subscribers to add you to their “safe senders” list is one advice. The second and most critical step is to ensure that your email marketing service provider has positive relationships with Internet service providers (ISPs). This will ensure that your email marketing efforts are sent to the inboxes of your subscribers and not their spam bins. Ensure that the email marketing software provider has rigorous anti-spam practices and conforms with the Can-Spam Act before making a selection.
Why do my email images and formatting appear broken?
Broken email campaigns are a growing worry for email marketers, especially given that a number of firms and web-based email providers increasingly restrict images as a safeguard against spam. In fact, 40 percent of email marketing messages delivered to inboxes are “broken,” per ClickZ.
This issue arose during the beta-testing phases of Eliteweb, since we had a Canadian Government customer whose users predominantly used highly secure email systems. The solution we devised is currently one of our most significant competitive advantages.
Eliteweb publishes every email marketing campaign to a safe Internet site (a location only original recipients of the email can access, thanks to encrypted technology that automatically authenticates the user). The technology also assures that you can follow the behavior of your users, even if they are seeing your email campaign on a protected website.
Personalization and relevant content: In business e-mails, one-size-fits-all does not apply.
In a recent research conducted by DoubleClick, email users were 72 percent more likely to react to a business email if its content was tailored to their specific interests. This indicates the utmost significance of allowing consumers to select their own interest groups and determine which business e-mails they receive. According to the report, the most popular interest categories are coupons and domestic products.
However, your voucher is invalid until the recipient opens the email. The “from” name is the most convincing reason for users to open a business email, according to the survey. Therefore, it is advisable to ensure that your firm name is prominently displayed. Another significant effect is the topic line. The most appealing subject lines, according to users, are discount offers and fascinating news, followed by new product announcements and free delivery offers.
- CTR and conversion: Show me the money!
So the recipient has opened and read your email. Great. But where is the profit? Here we have wonderful news. For starters, customers are increasingly inclined to make purchases in response to a b>email marketing campaign/b>. One-third of respondents to the DoubleClick research had made a purchase after clicking an email link. A further 42% of those who followed an email link for further information eventually purchased the product. 73 percent of customers have used an online coupon for an online purchase, and 59 percent have redeemed an online coupon for an offline purchase.
Travel, hardware/software, electronics, fashion, cuisine, home furnishings, gifts/flowers, and sports goods are the top-performing industries. All organizations sending business emails in these categories reported that between 71% and 80% of respondents made purchases as a result of their email campaigns.
There is no reason for concern if your business does not fall into one of these categories. The general outlook for email marketing conversions continues to improve daily. Since 2004, the average click-through-to-purchase rate has climbed by over 30 percent, while the average orders-per-email-delivered rate has increased by more than 18 percent.
- Tracking statistics: who are my actual consumers?
Email marketing is becoming an increasingly popular CRM tool, and it’s time that more organizations acknowledge this. First and foremost, if your provider’s business email services do not contain extensive, real-time tracking, you’re getting ripped off. Real-time tracking is now an industry standard, and it is extremely beneficial since it allows you to observe the precise moment a user opens your ad, clicks your link, and completes a transaction. Studying your users may help you enhance your messages so that each campaign is more successful (several email service providers also let you compare the performance of your campaigns).
However, many marketers remain in the dark. Recent WebTrends data indicates that only 5% of marketers are extremely confident in the measurement of their online marketing activities, while 26% admit to “flying blind.” According to WebTrends, the low trust stems from a lack of information regarding measurement, indicating that more work remains.
In email marketing, a shot in the dark will not get you very far. But if you aim effectively by adhering to these fundamental laws of the game, you should quickly achieve the same significant success as so many online and offline companies.