Posts Tagged ‘consumers’

Is Email Marketing Effective?

November 22, 2008

November 19, 2008

 Is Email Marketing Effective?”

Email marketing can be effective when used properly.  There is no guarantee of success with any marketing campaign. However, with such a low cost many are resorting to email as a marketing tool, but the abuse of such tool has put the effectiveness of email marketing into a debated area.  Here we will look at some useful tips, tricks and suggestions with regards to email marketing.

An article at wiliam.com examines how to make email marketing campaigns more effective while examining a survey done with 302 different web merchants.  The email marketing industry standards state that in order for an email marketing campaign to be considered effective it must have a delivery rate of 80% to 85% and an open rate of 35%. Out of the 302 merchants that were surveyed, only 59.3% had acceptable email delivery rates. The article suggests in order to combate the problem of low delivery rates, that maintaining and updating email lists is crucial. William.com also suggests that low open rates and click through rates can be attributed to poor content and subject lines. The last thing the article suggests is that in order to insure action is taken by the recipient that the email sent out be specific as possible and targeted to specific groups, and that the more relevant the content is to the user the more likely they will take action.

  •          Avoid emailing during Holidays, many people take a holiday away from emails during the holidays, so therefore emails during this time are not very effective
  •         Learn from Spammers, as spammers can teach you a lot about email marketing and what not to do, and so that you can avoid leaving a spam-like impression with recipients
  •       Figure out what the best time frequency of emailing will work for you and aim to stick to that frequency. For example, you may find that sending out one email on the 15th of every month will work for you. Consistency is always good.
  •       Include an easy to use un-subscription link in your email, as unhappy subscribers are worse than no subscribers. 

The article actually lists over 30 different tips and suggestions but those were the ones that seem most useful. While perusing the internet for information and research regarding effective email, the most predominant tip that was stated was to make considerable efforts to avoid making your email look like spam.  An article written by Eric J. Adams, at creativepro.com also examines how one could make email marketing campaigns effective and does so while examining the results of a consumer based survey.  More than 70% of consumers feel that they receive too many emails, with an average of 110 per week. Two-thirds of the consumers surveyed admitted that most the emails they receive don’t offer anything that interests them. Adams states that this type of consumer perception can lead to a serious disrespect and disregard for emails.  He states his 9 best practices that he believes are worth incorporating into any email campaign. In no particular order he advices to: think service, not marketing, customize, offer user control, demonstrate value not information, use subject and addresses honestly, keep messages short and sweet, engage consumers, experiment and finally benchmark performances.

It is quite possible that if the use of email as a marketing tool does not adjust to consumers current perception of receiving emails from marketers that soon the general populous will completely disregard emails from anyone but friends or family. If all marketers were to take on the “avoid leaving a spam-like impression” approach then it is possible that the face of email marketing will be saved and that email marketing will be looked upon positively by recipients. It is strongly suggested that anyone considering an email campaign, do some external research and take into consideration all the tips and suggestions that are available, and try to make use of the ones that best fit their campaign.

 

 

 

More often than not people are bombarded with countless emails in their inbox a day. Marketers want to reach their target audience and not have their email disregarded as “junk”. Typically people will open emails, when they find it interests them, they have time, and they have some knowledge of the sender’s request.  An interesting article at about.com highlights some useful email tips, tricks and secrets, that are meant to enhance the power of email. Below you will find a summarization of the tips that were found to be most beneficial.

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