Email Marketing Campaigns
When developing an email marketing campaign it is important to stay away from the tempting strategy of sending out mass emails to just anyone. These emails are often sorted as spam and have very low response rates. It is important to reach a targeted list of consumers who are possibly interested in your product at the time it is presented to them. Making these emails as personal as possible helps to increase response rates. You also want to align the information shared in your email with that of the company’s website and marketing vision. It is also important to focus on all the details when developing a successful email marketing campaign. These details include the subject line of your email. According to research by Adestra, there is a “dead zone” of the numbers of charters in a subject line of an email. This dead zone occurs in subject lines that have 60-70 charters. In a study including 900 million emails, significantly higher click through rates occurred in emails that included subject lines with 49 or fewer charters, as well in subject lines that contained 70+ charters.
To maximize an email marketing campaign it is important to build a landing page that demonstrates all the benefits of your product to consumers. Your email marketing campaign should draw the consumer’s interest, and your landing page should sell them on your product. Integrating subscription forms to your email newsletters into your social media pages is another way to target customers that are interested in your products.
When making an email campaign it is important to monitor your response rates. Measuring your response rates allows you to see how successful your campaign is, and notifies you if you need to make major adjustments. One of the most basic ways of measuring this is by how many impressions are made during an email campaign. Impressions are how often an ad is presented to a customer. Another way to measure response rates are click through rates. This measures the amount of clicks per impression. One very important way of measuring your email campaign’s reach is your return on ad spent (ROAS). This measures revenue realized from every dollar spent on a specific ad. Response rates differ quite a bit by industry. Nonprofits and educational services have relatively high click-through rates with both industries averaging over a 4% click through rate. On the other hand, travel and leisure and consumer product services have a low click-trough rates with a mean of about 2% success.
Although email marketing my seem out dated or even a dying technique, I think it will continue to be a very important factor in the marketing mix in years to come. Email marketing is one of the most cost effective methods of reaching consumers and is especially effective in the business-to-business market. It seems like everyone is now focused social media marketing and likes to forget about email marketing, when in reality 7 percent of all customer acquisitions is created from email marketing. Facebook and twitter together are a very insignificant customer channel. Although organic search is by far the most powerful consumer channel which accounts for almost 16 percent of all purchases, consumers who acquire goods and services through email marketing tend to spend and buy more.
Thanks very much for your great efforts on this blog. If you would like to increase your score, please add content in the following areas:
ReplyDelete* More detail on the keys to developing successful email campaigns, from the sources I provided you and the others you have found. For example:
- Knowing when to send emails, and how often
- Providing relevant content with a strong call to action and key selling points
* There are many sources out there that provide email response rates by industry – look them up and include them in your blog