Email keeps rocking on as the killer app in online marketing (per DMA email’s ROI is over $40 to $1), and I continue to be amazed that most brands don’t take the time to refine and improve their email marketing efforts. So many of us are far too quick to move on to the next new marketing tool without striving to flawlessly execute email marketing.
What a waste.
Forrester reported in a recent survey, that just 7% of American consumers believe the emails they get blasted with, are important or relevant.
With the ton of consumer data most brands have at their disposal, it’s a simple case of lazy marketing.
As this MarketingSherpa chart shows, there are many easy ways to improve your email marketing open and click-through rates.
For example, at a minimum brands could testing subject lines, offers or calls to action, send time or day of week, copy and layout, landing pages and from lines, hyperlink quantity, placement and more.
The kicker is you got to do it…you got to “bring it.”
As the chart points out, over 50% of the surveyed brands have yet to take advantage of these easy ways to improve their performance.
In addition, you need to “bucket” your email addresses into databases of similar behaviors and/or event-based activities such as:
- Life changes (e.g., new home buyer, new mother etc. )
- Brand activities and interactions (e.g., purchase or complaint etc.)
- Industry/environmental shifts (e.g., interest rate changes, price shifts etc.,)
Then, you move from this simple exercise to a “next best action” tactic whereby based on a customer’s previous interaction (e.g., purchase), your marketing follow-up message is related (e.g., promote service guarantee, insurance etc.,)
With any new effort, it’s wise to walk before you run with new activities you’re not accustomed to doing.
For example, one of our restaurant clients does a ton of wine tastings, so we simply started with separating our “wine enthusiasts” into a separate database and emailed wine event information only to them. Then, we only sent reminders to those who opened the initial email invitation and significantly increased open rates, click through rates, reduced opt-outs and event attendance.
Before you move on to the next new shiny tool in your marketing toolbox, make sure you can truly hammer out great email campaigns. You need to realize that you never quite arrive in this business, you got to keep striving, keep testing, keep doing – net…keep on keeping on.