Use Email Marketing to Grow & Nurture Your Business
Top Reasons to Use Email Marketing
- Awareness – stay top-of-mind to existing clients, warding off competitors and fostering strong relationships and repeat transactions.
- Cross-selling – turn smaller customers into larger ones by making them aware of everything you have to offer.
- Referrals – turn clients into allies: encourage referrals or create a formal online referral program.
- Leadership – similar, but not the same as Awareness, email is the perfect platform to demonstrate why your organization is the best at what you do.
Measurement: Basic Email Marketing Metrics
- Opt-in Rate – the number of individuals who are subscribed, or opted-in, to receive a company’s emails. In other words, the size of the email list.
- Open Rate – the number of recipients who open a company’s email. Multiple factors such as the quality of your list, subject line, send time and many others can affect an Open Rate. This is a percentage which ranges dramatically based on many factors.
- Click-through Rate – the number of recipients who clicked a link or image in your company’s email, thereby visiting the website or blog. This percentage will always be lower than the Open Rate.
- Bounce Rate – the number of emails that could not be delivered, typically because the email address no longer exists or because of corporate firewalls which block some email marketing communications.
Common Email Marketing Mistakes
- No Strategy – what is the main objective of your email marketing program? Is this tied into the company’s overall goals? It better be!
- Frequency – a company is far better off sending one email a month with a high open rate vs. one email a week (or more) with a lower open rate. Over-emailing also leads to recipients unsubscribing or even spam complaints.
- Purchased Lists – the practice of buying email lists from a broker is nearly dead and buried. We say good riddance!
- Testing & Measurement – is someone in the organization or their marketing partner looking at the results of the email campaigns? Reporting? Have different subject lines and send times being tested? Are their goals for growth in place? Are they being met?
If you have questions or would like to improve your email marketing performance we’re here to help!