Embrace the Email – Send More!
- June 12, 2013 1:00 pm
- Email Marketing
One subject that gets a lot of attention when it comes to marketing is how often to send emails. While many marketers will argue sending too many emails increases unsubscribe rates, others insist sending more emails increases sales. Both of these positions are valid, so, how do you know what approach to take? Is it quality over quantity, or vice-versa?
The answer: it’s a mix of both. Here’s a few of the do’s and don’ts of email marketing and how you can improve the quality of your campaigns.
Things you should do:
- Send more emails. For many companies, the highest ROI of marketing is email, so why not send more emails? The key here is to send relevant emails to keep your customers engaged. There is nothing worse than constantly sending an irrelevant email to a significant portion of your client list – mix it up! To clarify, by suggesting sending more emails, I mean send more high-quality, targeted emails. For example, instead of sending one email to 10,000 people, break it up into 4 segments of 2,500 and send a different version of your email to each segment. The statistics might surprise you.
- Test, test, and then test some more. Sometimes something as simple as changing the subject of an email or changing the placement of a promo makes a significant impact on open rates and click rates. Do you typically send emails on a Friday? Try sending one on a Monday or Tuesday to see what happens to your response rate. M/V split testing turns A/B split testing into an email marketer’s dream. Instead of just testing 2 emails against each other, compare many emails at once. This will allow you to build more data over a shorter time and optimize your campaigns sooner. Determine if you get more conversions when sending an email at 9am, noon, 7pm or 2am. Have fun testing and seeing how effective little changes can be.
- Study customer behaviour. Figure out how your customers are engaging with the emails you send. Are they opening them? If so, are they clicking where you want them to click? Tracking links will help you determine where your emails are successful and where they are failing. If you manage your lists you’ll notice trends, and can then tweak your emails to improve results.
- Go Mobile. The reality is that multichannel marketing is more important now than ever. Does your business have a mobile-friendly website? Are your customers able to check-in on Foursquare or Facebook from your location? More people than ever before are checking email on their mobile devices, so if you’re not sending mobile-friendly emails, and don’t have a mobile-friendly website, you’re losing out on a significant piece of the market. Depending on your business, you will want to take advantage of more channels than others, but get out there in the social realm. Don’t wait until it’s too late!
- Send it again! Think of how many times you’ve seen an email for a great deal or offer, only to forget about it later. That’s when sending a follow up email 2 or 3 days, or even a week later, could be the difference between a missed opportunity and a sale. People need a nudge sometimes, so give it to them! Send the same message in a different template, or a similar message in the same format – you want to grab their interest again, not make it look like you accidentally hit “send” on an old email.
Things not to do:
- Always sending the same message to everyone. When marketers blast their entire contact list with one generic email, there’s always going to be a large unsubscribe rate – and truthfully, you can’t blame people for unsubscribing. Afterall, no one likes receiving irrelevant, cookie-cutter emails all the time. Segment your market, customize your message, and lower your unsubscribe rates.
- Miss your mark. Sending an email to the wrong target market can be disastrous for your marketing campaign, so be sure to have the right audience when you hit that “send” button. There’s segmenting your market, then there’s segmenting your market properly. Tracking links and purchase history are great indicators of not only who is buying what, but also when they’re buying it. Once you know this, you can target your emails accordingly. You see a customer bought an item to prepare for the summer? Send them a follow up email with summer promotions, and when the new season rolls in, show them what’s to come. Keep the right people interested.
- Assume your email is received. After all your hard work building the perfect email campaign, you wouldn’t want to ruin it all by having it get caught up in SPAM; you want to get a high delivery rate. SPAM filters are ever-changing and if your message gets caught, it helps no one; you don’t make sales, and customers remain in the dark. Easy ways to avoid the SPAM filters include leaving out words and characters like !, $, WIN, FREE, Money, Reduce Debt etc. in the subject line - SPAM filters thrive on those types of characters/phrases. Also, be sure to remind your recipients to add you to their safe-senders list to help avoid this problem.
- Get comfortable. The worst thing to do is get too comfortable with your email marketing campaign. Once you find a successful approach, it’s easy to settle back and keep the same strategy for future emails. While successful campaigns are great in the short-term, what’s working now, may not for the next campaign. It’s important to keep up to date with what's happening with new trends and techniques to make your campaign successful.
Make sure you reach your market effectively by using HostPapa Connect for your email campaigns. Manage your recipient lists, check message quality, measure the success of campaigns, and do much more. HostPapa Connect is an extremely effective and easy-to-use email marketing solution. Why not get started now for free?
- Dan S
Online Marketing Specialist
Everyday I'm marketing