Email Marketing Still Good For Business - What, When & Who to Send To

Email Marketing remains a very worthy Marketing tactic. Though, to be clear, I am not talking about those cheesy and annoying spam mails we all get. Rather, what I am saying is that correctly structured, personalized & timed emails with clear messages and the right intent can be highly effective Marketing tools for your business.

 EMAILS THAT GET ATTENTION

 Some keywords I'll put out there are Relevance, Timing & Subject Line.

•  Are you being Relevant? Sending broad-based promotional emails for instance that are not targeted and are some what directionless where you are simply hoping to get a bite, might get you unsubscribed quicker than you think. The solution to this is to take a look at your customers and segment your lists into categories based on their buying behaviors & interests & other demographic information that is important to your marketing efforts. However, if you are sending a newsletter, a broader approach would be the better option. Again, be relevant to your market.
• When Are You Sending Your E-Mails? Believe it or not the time of the day and week can increase or decrease your chance of ‘opens’. According to Mail Chimp’s reporting around 10-11am is a good time, to send out mails.

Further more,  Mail Chimp have included all compiled data from several billion email addresses, and turns out the best day of the week to send emails is on Thursday, but only by a tiny margin.

• Subject Line - Click Worthy subject lines are often personal or descriptive, they give the recipient of your email a solid reason to check out your content. Remember to keep your audience in mind, using the correct messaging and keywords.
• Describe Your Email -  According to Mail Chimp “Sometimes, it’s better to be direct and descriptive than trendy. Seasonal slogans such as “Fall into savings” or “Sizzling summer bargains” are popular, but don’t offer a specific hook. Instead, try to communicate the benefits of your promotions, or call attention to specific deals”
• Personalize - Most worthy email software has ‘merge tags’ that draw names from your contact list to personalize the email with each recipient’s name. Personalization increases open rates for most email users.

 EMAILS THAT DON’T GET ATTENTION

•  Purchasing Email Listings is a big No-No. - Always use email lists from actual customers or Opt in email subscribers. Ever wondered how you received that “Spammy” email, or where they got your details from? It is highly likely that your listing has been sold to that Company. It’s not an Email Marketing best practice and more people are likely to unsubscribe through this type of underhandedness than to turn into loyal brand champions. Also, many of these kinds of email campaigns are likely to land in the spam or clutter folders where they won’t be seen anyway.
• Over Sending - No one likes to be bombarded with emails all the time, this goes back to what we spoke about above about planning, timing and relevance to the customer.

 EMAIL STATISTICS

• When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA
• 83% of B2B marketers use email newsletters for content marketing. – Content Marketing Institute
• 92% of online adults use email, with 61% using it on an average day. – Pew Research
• Employees spend 13 of their working hours each week in their email inbox (on average). – McKinsey & Company
• Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
• About 53% of emails are opened on mobile devices. – Campaign Monitor

For Brand Moon Email Marketing Advise: [email protected]

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