Email: the unsung hero of marketing

Email – possibly the most important tool to the marketers’ disposal. A cost and time effective technique for a company to reach prospects and customers, it often does not get the credit it deserves. But how do you know if you are using it effectively? These are the main ways in which you can get the most out of the marketers’ weapon of choice, email.

The share of the budget being spent on email is increasing, and according to a recent Survey by Strongview, 52% of respondents plan to increase on spend on email marketing, and the marketing automation market is expected to grow from $3.2 billion in 2010 to $4.8 billion in 2015, according to the International Data Corporation. This is no coincidence: the results in the latest Econsultancy email marketing industry census show it has the best ROI after SEO, and there are a number of reasons for its success.Marketing Spend by Program

The convenience of emails, and the links that are hosted on them, encourage people to visit your website, increasing the probability of them subscribing/redeeming an offer immediately. Integrating emails with other media, such as social media or direct mail will increase the likelihood of getting a response.

Topical emails are also more effective as they are far more engaging than something unrelated or irrelevant to the individual or current affairs. This is often one of the biggest missed opportunities by marketers, who are keen to push out content or offers and will not waiver from their campaign-based mind set. Interestingly for the b2b market, email campaigns targeted by sector results in a 50% higher click through rate than a generic email campaign for all sectors.

Target those who have recently interacted with your emails or website but have not converted into a customer. Surprisingly, this is less common than one may expect, targeting those who’ve interacted with your emails with a reminder email or even a phone call or direct mail will increase the likelihood of them converting. Also, email automation such as a happy birthday or a thank you after they’ve downloaded something from your website is likely to work in your favour. According to the DemandGen report, an automated, personalised follow up email from a click through on a landing page can result in up to 20% more sales.

As with any kind of marketing, there cannot be more of an emphasis placed on the importance of testing. Test any variables you can to ensure that your campaigns are being noticed – test from field, time of day, day, subject field A/B split, heavy html vs light html etc.

So, you’ve sent out an email campaign, but how is it going? Well, without utilising analytics to track your emails, you’ll never know. Analytical software such as Google Analytics gives you insights into people’s responsiveness to your campaigns, and the open rate tells you how good the subject line and from field was, whilst the click-through-to-open-rate (CTOR) reflects the quality of the content or offer. The overall response rate (emails delivered to actions taken online) gives the best summary of how much the email has benefited your business goals. Having a response rate to a campaign in mind will help you judge how successful it has been – why not check the averages to create a benchmark?

Using these tips, you can ensure you’re getting the most out of your email campaign, and used alongside our B2B businesses – how do you stack up? Benchmark your campaigns… blog, you can be sure that they’ll be a success.

By Lorna Charlish


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Posted on July 9, 2014 in Blog

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