Per this October report by Mailchimp (email marketing platform), the open rate of promotional emails in the e-commerce sector is only about 16%. Worse, clicks on them is even more dismal – just 2.4%.
Does this mean that e-mail marketing is on the brink of disappearing from digital marketing? After all, most of the users cannot complain against the emails as spam. In all probability, they have subscribed or opted in to get them.
In fact, there are strong laws against spamming. The FTC or Federal Trade Commission – the federal agency to protect consumers’ rights in the US, clearly states: each email in violation of the law of ‘Compliance Guide for Business’ is subject to “penalties of up to $16,000.”
Is Email Marketing Disappearing Then?
According to Email Marketing Industry Census 2016 brought out by Adestra, email marketing tops for ROI (ahead of SEO) with 73% of companies agreeing that email offers ‘excellent’ to ‘good’ ROI. The survey involved more than 1,500 respondents from across the globe, mainly in-house marketers, and was carried out in February and March 2016.
So the answer to the question is an emphatic ‘No’. In spite of stiff competition from other modes of marketing tactics and channels, email marketing still provides for highest level of ROI for companies.
It makes perfect business sense to know more about it. So read on.
Basics: What are the Different Types of Marketing Emails?
Welcome Emails: A welcoming email is the first mail sent to the reader once he signs your mailing list. This creates credibility and trust, enhances your brand and of course, helps you to upsell your product.
Dedicated or Direct Emails: These mails are usually sent by most businesses, focusing on product launches, events, news, sales or special offers.
Newsletters Emails: These are regular emails sent to subscribers who have opted to receive updates from a company.
Lead Nurturing Emails: Sent to subscribers who we want to turn into customers.
Transactional Emails: To initiate a transaction from a prospective customer, transactional mails are sent. For example, if a customer abandons a cart on your site, you can send a transactional email reminder to checkout.
Occasion Special Emails: To create personal rapport with the customers, these mails are useful.
Thank you Mail: Last but not the least, a thank-you mail is a must after each transaction or action.
Interesting: Whose Email Campaign is Doing Better – Donald Trump’s or Hillary Clinton’s?
Mailjet (email service provider) analysed emails sent by Donald Trump and Hillary Clinton’s campaign teams over the course of the last two months, including communications around the first and second debates, and scored the emails according to a range of metrics including design best practices, personalisation, subject line, cross-channel marketing and the creativity of the content.
With a possible 27 points up for grabs, Donald Trump’s email marketing campaign is outperforming Hillary Clinton’s by 12.9 points to 11.0 across six separate marketing parameters. As a consequent follow-on, Donald Trump is doing better – there is a bigger surge in small-dollar donations to the Republican candidate.
However, both campaigns show huge missed opportunity for both nominees.The main drawbacks are poor personalisation, poor design and cross device compatibility.
Attributes of a Successful Email Marketing Campaign
As exemplified above, an email campaign needs to implement certain guidelines to be successful and survive in the cut-throat competition of other marketing methods. In a nutshell, it has to offer consumers with relevant and immaculately presented content. Keep in mind the following points.
Audience Segmentation: To get the best response from an email campaign, make sure to segment your audience based on different characteristics like gender, location, age, interests, customer’s job titles or company size, transactional data such as past purchases or particular plan, or behavioral data such as customer vs prospect.
Responsive Design: It’s critical that you create emails that look just as good when opened on a mobile device as on a web browser. Responsive designs provide a better experience for each device on which the campaign is viewed.
Automation: With respect to email marketing, there are various CRM (Customer Relationship Management) and automation tools like Silverpop, MailChimp and Streak that help in seamless automation, greater and efficient lead and customer tracking, and expansion of retention rates.
– Customised content & Personalization: E-mail marketing needs to display the right content to the right user. The first basic rule – you have to be on a first-name basis with your recipient. Begin a message with “Dear John” instead of “Dear Customer”. Customize your email based on his location and time. If you have data on his past purchases and purchasing behavior, then compose your mail accordingly. All this is possible through proper integration between real-time audience data, data management platforms and ad exchanges. Check different CRM and automation tools available for the purpose.
– Clear and concise: When sending out emails to current and potential customers, make sure the content is clear and concise. The offer should be prominent and easy to understand.
– Call to action: The emails need to have a call to action that is clear and obvious. Create a sense of urgency. An “offer end date” can help drive immediate action.
– Strong subject lines: The subject line should entice the recipient to open the email and learn more, as well as promote a sense of urgency.
– Short subject lines: Limit subject lines to fewer than 50 characters. Longer subject lines can get cut off in the recipient’s inbox.
– Landing pages: Before you send out the emails, evaluate the campaign’s landing page for effectiveness. The landing page should mimic the offer highlighted in the email and have the same look and feel.
– Multiple call-to-action mechanisms: In addition to a landing page, provide a phone number as an alternative way for customers to respond.
– Look and feel: The designs should be attractive, creative, simple and show all content without scrolling.
Analytics: To get the most out of the campaign, it is important to track it on multiple levels. Have mechanisms in place to track both sales and conversions generated from the campaign.
According to a report by Radicati, in 2015, the number of emails sent and received per day total over 205 billion. This figure is expected to grow at an average annual rate of 3% over the next four years, reaching over 246 billion by the end of 2019.
Corresponding to such encouraging data, there is no sign of email marketing fading away. It has been around for more than 20 years and is still one of the most powerful tools of a marketer. However, the key is whether you are doing it correctly.