So are you using Email marketing? If you are I am sure you have seen some changes in your metrics if you are tracking them… If you are not, and considering it, you might want to keep reading. There is an increasing issue with “Opt in” email. The issue is that your Opt in users are not opening your emails anymore. It’s not your fault if you are providing valuable content. The problem is increased spam. Spam is killing your valuable marketing efforts. As a small business person, your time is valuable, and I know you want to maximize any tool you can to help make you more money.
Well, I’ve done a little research for you… I recently read a report from Return Path. They released their third Email consumer Survey. It is a few months old at this point, but the data stands. The survey took place in 12/2006 and there were about 2500 respondents between the ages of 18 and 54 in
The report found some interesting statistics you should know. I believe they are all pretty self explanatory as they are the criteria that influenced the opening of the email message:
· Know and trust the sender of the email: 55.9%
· Previously opened an email from the sender and thought the content was valuable: 51.2%
· Opened the email based on the subject line: 41.4%
· Only open the emails they normally read: 32.2%
· The preview window caught their attention: 21.8%
· Discount offer: 20%
· Free shipping offer: 17.5%
· Sender (Company) does not send many email updates: 9.4%
· Similar look to a print catalog received in the home: 8.8%
Some of this criteria has to be skewed, however because a mix of certain criteria can create a more compelling reason to open an email. Mixed criteria like, a highly attractive design, excellent subject line, and good offer could make the email more important at that “moment” than another one. But, the first two criteria are the most compelling to me. I have thought about this hard… There are two reasons for this as I see it. First, Email marketing isn’t just about getting your name out there in front of everyone, albeit, that is part of it. Your Email marketing must do two things. First, it must help build a relationship with your company, and second it must have a solid value proposition. Lets examine both separately.
The first thing you need to know and understand is that your Email marketing is not like a prospecting letter you send via snail mail. No. It is a personal piece of electronic documentation that is helping to shape your relationship with the recipient. If you are sending emails to “get results” by presenting an offer or discount, be wary that these get little play if they have no relevance. However a well crafted email updating clients and prospects about changes in your business, growth, solutions, with a sidebar for a discount may get a greater response rate.
There is little recovery for a company that blindly sends out an email campaign that only advertises their wares. Just like in person there is only one chance to make a good impression. If that gets botched, then you may never get your email opened by the intended recipient. Trust me. You do not want to do that…
A few things your intended recipient will remember that you should remain consistent with are; Your “From” field. Historically, this is a quick way for “me” to see if this is a trusted email or spam not related to pharmaceuticals from some Canadian vendor. Since only 32% of those polled said that they “only open emails they normally read,” you should make sure that you become one of those emails that gets the privilege of actually getting to the inbox.
I equate getting to the inbox as the sales qualification process… The first steps are the Meet, Greet, and Qualify. The actual sales process comes later. For instance:
1. Meet: Once the recipient has been added to your Opt In list, he or she are considered a suspect, interested in what you have to say and offer. Help them get to know you through a scheduled regimen of email campaigns with strong content that keeps them reading and opening your follow-up emails. The regularity of email campaigns should not exceed once or twice a month for most companies. Also make sure you go with an email marketing solution that can provide you with analytics and open rates so you can test your frequency concepts.
2. Greet: Build rapport and help the email recipient trust in you and your organization. Your Email recipient needs to begin trusting you and your information. Be sure your content is believable, backed up with facts, and is compelling enough to allow the recipient to open another Email in the future.
3. Qualify: By being consistent, personable, and having compelling content in your message, your recipient will continue opening your email. You’re now on the road to qualifying them for future purchases and communications. In addition, your consistent message will help to strengthen your brand and lend it self to additional repeat business down the road.
To my second point, your Email recipients have to see a
I receive about 15 different Email based newsletters to both my personal and business Email addresses. I subscribe to them for a multitude of reasons. A couple of examples reasons are the types of discounts/deals they offer, content which appeals to me, or a combination of the two. I recently unsubscribed to a business newsletter because their content no longer appeals to me or my marketplace. I remain subscribed to newsletters from companies like Tiger Direct because I have used them in the past their offers are compelling, and I will use them again in the future.
In closing, creating a E-newsletter for your customers and prospects is a lot of work and responsibility. If you are planning on doing this or have already done this, keep in mind once you start and have avid readers, you have to keep going.
Good luck.
