Email Marketing as Part of Your Strategy
Is Email Marketing Still a Good Approach?
There is a lot of noise about artificial intelligence, chatbot, likes and shares on social media as better
options to improve sales and traffic, and you may think email marketing it’s not efficient anymore.
What this channel could do for your business? Well, 99% of people check their email every day and
that means something. We have all opened that email with that amazing content that gives you an
insight, or that Amazon reminder that you forgot something in your cart. Of all the channels we can
do marketing campaigns, email is one of the most important. For every $1 you spend on an email
campaign, an average return of $42 can be expected (DMA, 2019). An email has more impact in
comparison to organic search, paid search, and social media when it comes to customers’ acquisition
& retention.
options to improve sales and traffic, and you may think email marketing it’s not efficient anymore.
What this channel could do for your business? Well, 99% of people check their email every day and
that means something. We have all opened that email with that amazing content that gives you an
insight, or that Amazon reminder that you forgot something in your cart. Of all the channels we can
do marketing campaigns, email is one of the most important. For every $1 you spend on an email
campaign, an average return of $42 can be expected (DMA, 2019). An email has more impact in
comparison to organic search, paid search, and social media when it comes to customers’ acquisition
& retention.
Photo by Campaign Creators on Unsplash
Numbers Can Talk
If you’re still wondering about its effectiveness, let’s hear what numbers are talking about it:
The average open rate is 21% (MailChimp, 2018), but a simple welcome email increases this
number to 82% (GetResponse, 2017).
number to 82% (GetResponse, 2017).
Emails with personalized subject take your open rate to 50% (Yes Lifecycle Marketing, 2017).
Sending three abandoned cart emails can bring 69% more orders than a single email
(Omnisend, 2018).
(Omnisend, 2018).
Having an interaction with your customer adding videos can increase your click rate by 300%
(Martech Advisor’s 2017 data).
(Martech Advisor’s 2017 data).
Customers like to hear about you and 49% of customers would like to receive promotional
emails from their favourite brand once a week (Statista, 2017).
emails from their favourite brand once a week (Statista, 2017).
Mobile is used for 49% of people to open their emails (IBM, 2018), so don’t forget to have
it responsive.
it responsive.
An increase in email engagement had been seen for 78% of marketers in the last 12 months
(Hubspot, 2019).
(Hubspot, 2019).
At least 49,5% of markets planned on raising their email strategy (Hubspot, 2019).
Best Practices For a Successful Campaign
It’s not an exact science, as it comes and goes as subscriber preferences shift, policies change, and
inbox providers evolve their products. But concepts can be taken into consideration and a few tips of
efficient practices as well:
Personalize your subject, make it personal. Call your customer by their names, mention a
top of interest, make them curious about what you want to say. Make them feel like you know
them as an individual.
An abandoned cart is a great opportunity to get their attention back. They’ve already made it
\clear they’re interested in you, so make a follow-up, reinforce the reason why they need to
close the deal with your company.
Ask subscribers for their preferences and take advantage of customer behaviour and insights—
like geolocation, past purchases, customer status, third-party data, and more.
Use and abuse of your A/B testing. Try to identify what catches more their attention, what
type of content engages them more.
Don’t let them wait too long. If they’ve subscribed to your newsletter, send it to them right
after.
A few days later may be too late. Don’t let the moment go over!
Include an attractive call to action. Invite them to execute what you aim to with your email.
If your main objective is to sell, make sure your CTA is appealing. Make them want your
product now.
inbox providers evolve their products. But concepts can be taken into consideration and a few tips of
efficient practices as well:
Take advantage of your welcome email. We could see previously that it brings a good open
rate, and it can be used to provide your audience with useful information they should know
about the company.
rate, and it can be used to provide your audience with useful information they should know
about the company.
Personalize your subject, make it personal. Call your customer by their names, mention a
top of interest, make them curious about what you want to say. Make them feel like you know
them as an individual.
An abandoned cart is a great opportunity to get their attention back. They’ve already made it
\clear they’re interested in you, so make a follow-up, reinforce the reason why they need to
close the deal with your company.
Interact with your audience - create engagement by sending videos or gif. Don’t let them get
bored with your content.
bored with your content.
Don’t let them forget about you, but don’t let them get enough of you either - An email per
week is a good frequency, unless you have a trigger sequence, in that case, your customer may
expect another email in a couple of days.
week is a good frequency, unless you have a trigger sequence, in that case, your customer may
expect another email in a couple of days.
If you think sending all the emails to all your database is a good strategy, you better identify
first where they are in your company’s life cycle. You don’t want to end up in the scan and
lose a potential customer, do you?
first where they are in your company’s life cycle. You don’t want to end up in the scan and
lose a potential customer, do you?
Ask subscribers for their preferences and take advantage of customer behaviour and insights—
like geolocation, past purchases, customer status, third-party data, and more.
Create your own survey to identify those likes and dislikes and delight your reader with the
quality of content you’re delivering them.
quality of content you’re delivering them.
Use and abuse of your A/B testing. Try to identify what catches more their attention, what
type of content engages them more.
Don’t let them wait too long. If they’ve subscribed to your newsletter, send it to them right
after.
A few days later may be too late. Don’t let the moment go over!
Include an attractive call to action. Invite them to execute what you aim to with your email.
If your main objective is to sell, make sure your CTA is appealing. Make them want your
product now.
Track everything. Email is the most measurable channel. An email address as a unique
identifier also lets you get a glimpse into each subscriber’s behaviour and preferences.
They choose to hear from you among many other emails and that’s a sign that they’re
interested in your brand.
identifier also lets you get a glimpse into each subscriber’s behaviour and preferences.
They choose to hear from you among many other emails and that’s a sign that they’re
interested in your brand.
Make reporting dashboards accessible to everyone to make it easy for your team to see which
campaigns resonated with your audience—and which didn’t.
campaigns resonated with your audience—and which didn’t.
Learn from your campaigns, get insights from there and innovate.
Photo by Campaign Creators on Unsplash
How to Understand Your Analysis and How to Increase Your Performance?
Your open rate reflects the number of clicks your message had, and this happens mainly because
of your subject. That can tell you have engaged with your audience, they’re excited to hear from you.
of your subject. That can tell you have engaged with your audience, they’re excited to hear from you.
Your click-through rate shows how many clicks you had in your link if any. In case of a low number,
it means that your message is either not targeted enough, or simply not getting through. In this case,
focus on improving your content.
it means that your message is either not targeted enough, or simply not getting through. In this case,
focus on improving your content.
If your unsubscribe rate is high, then you have a hard job to get done. That means people no longer
want to receive your emails. It's worth checking the frequency you’re sending emails, the content
you’re delivering and the segmentation. Not all content is for everyone. Some customers want both
product and sales updates, while others might only want to hear about new versions.
want to receive your emails. It's worth checking the frequency you’re sending emails, the content
you’re delivering and the segmentation. Not all content is for everyone. Some customers want both
product and sales updates, while others might only want to hear about new versions.
How Important is Email for the Strategy of Your Business?
If you’re not using it, you may think it’s not important at all, but if you’re considering growing
your number, then it's worth a look in the numbers below. In terms of strategy, that’s the importance
of each channel for a company:
your number, then it's worth a look in the numbers below. In terms of strategy, that’s the importance
of each channel for a company:
DMA, 2019
For obvious reasons you can see why email is on top of that list. It’s a must. It will cost more
effort than money and it will considerably increase your revenue.
effort than money and it will considerably increase your revenue.
If you don’t have it included in your strategy, I believe from now on it will be on the top of a to-do list.
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