Not surprisingly, email also runs circles around social media in customer acquisition… 40 times more effective than Facebook and Twitter combined! That’s especially good news to know considering that email is an open communication tool for which you can control your reach and your message.
Unlike many social media platforms that seem to change their algorithms and features often and randomly, your subscriber list isn’t going to be compromised by a 3rd party platform’s whims or reasons. You own your subscribers, not a 3rd party platform.
Did you know that… 33% of Americans check their email throughout the day, and another 39% check it up to 3x/day?
Email marketing delivers, literally! For every $1 spent, you can expect to generate $38 in return.
Businesses across the country and around the world use email marketing to connect with customers, inform prospects, and drive revenue. Are you emailing your prospects and customers on a consistent basis?
If you’re new to email marketing, rest assured you can be up and running in 3-5 business days if necessary website specifics are in place. (We’ll go over those in our discussion.)
At Bend Ridge, I work with clients who use MailChimp to help them build and communicate with their subscriber lists. Whether you’re just starting out with email or are looking to make improvements, you can rely on the Bend Ridge Group to get you up and running.
And if you require ongoing help with hands-on, monthly management, those rates are included on this web page as well.
The long-term goal is building you a healthy list, meaning a steadily growing list of people who want to hear from you, trust in your expertise and/or entertainment value, and don’t hit the delete button when they see your emails in their inbox. Best practices are followed.
If you’re wondering why I’m concerned with your website when you’re wanting email marketing, it’s because your emails will be sending readers back to your website to complete an action that you have determined is valuable to your business (downloading content, purchasing a product, booking an appointment, etc.). So your website’s performance must be measured, and you can only measure it if you have a feedback mechanism in place, such as Google Analytics.
Additionally, the importance of a mobile friendly website is not to be overlooked. Your analytics will show you how many visitors are coming from mobile. With nearly 2/3 of the world on SmartPhones, and growing, more and more are using their mobile device for practically every digital activity. If your site isn’t responsive or mobile friendly, then you’re pretty much blocking approximately 35% or more of potential visitors from seeing your content. Remember, the search engines are designed to give a searcher what they want, when they want it, and where they want it. If your website misses the boat on mobile, then your website won’t show up in top results when potential customers are searching.
In summary, if your email marketing campaign is to perform its best and be properly measured and evaluated, then your website must be mobile-friendly and must have analytics in place to give you feedback.
Example of a healthy email list: Travel & Leisure Client Newsletter
One of the most important metrics in email marketing is the open rate. Why? Simply put, if your email doesn’t get opened, it doesn’t get read.
The subject line certainly has an effect on open rates, especially if you’re emailing to newly opted-in folks. However, over time, a healthy list is a group of subscribers who signed up and stayed with you because you’re delivering content to them that they find useful, educational, or even entertaining and don’t pester them with too many sales pitches. When your list is more loyal to you, the “catchy” subject line matters less, because your subscribers will willingly open and read your emails based on the history of your content being highly relevant to them.
Case in point…. one of my clients is in the Travel industry. This is a seasonal business, so we’ll see a pattern of interest based on the high seasons. According to MailChimp, this industry averages a 20.65% open rate and a 2.30% click rate. As you can see, the client enjoys a much higher open rate and engagement as shown among the 27 monthly newsletters sent between July 2014 and December 2016, with an average open rate of 42.56% and an average click-through rate of 9.20%.
Enjoying a loyal, engaged list is about building rapport and trust and becoming the content that subscribers look forward to reading!
If your content is interesting, helpful, useful and engaging, people will continue to open your emails. If you pester them with irrelevant content, hit them with a continuous sales pitch or send too many emails, your list will suffer and your business with it. Emails that hit the sweet spot with your subscribers will result in more customer referrals, more customer upsells, and new customers!