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Why email marketing might be a bluff

On average, an office worker will receive upwards of 151 emails every day. There is absolutely no way they can open and read all of these emails. But they will see all of the subject lines. The likelihood of someone opening an email with a poor or cliché subject line is quite slim. Writing headlines is a form of art. It’s not something that you should take for granted. The subject line of your email is going to directly affect its open rate. So, it needs to hype the reader, so they open the email. Just be careful that you don’t accidentally create click bait! For those who don’t know, clickbait are headlines that are overhyped to woo and bait people into clicking. Then the content does not deliver on the promise. People have learned to easily spot this style. If you have not yet learned this, perhaps you are still on the journey to understanding the email marketing platform.

The stakeholders funding the content marketing don’t understand how it works and expects unreasonably fast or massive results without enough budget, resources and time. Blogging doesn’t create a business, at least not right away. Email marketing has become an essential tool for business ever since the introduction of the Internet to the world, however, some campaigns that make it through to your inboxes are absolute rubbish that we don’t take any notice of. Also, some people have to take quite a while before either accessing their emails or even may have forgotten them all at the same. When last did you check your Yahoo, Hotmail, Gmail and Microsoft emails? This, perhaps you can’t even remember.

I’m sure you’ve seen the same statistics as I have – only 4% of consumers who click through to a website are going to make a purchase. Email marketing is the pinnacle of permission-based marketing. This means you have the privilege, not the right, to communicate with prospects, leads, and customers. It’s the #1 reason we see email marketers fail and the #1 reason we see them succeed. While content is designed to spread and be shared, email is designed to deliver a message and prompt action. Because the goals are different, an email marketing program can be very successful with just a handful of subscribers. Don’t wait until you have 10,000 people on your list to start sending emails. If you are starting a blog, kick off your weekly email newsletter right away. If you are launching a new product, start building interest months before it launches.

You are sending emails regularly, but you aren’t growing your database. A great piece of content can bring new readers to your site but a great email likely won’t add people to your list. For this reason, you need to invest time in both creating great emails and adding people to your list. This comes down to carefully placing calls to action in the right places. For some, this could mean a pop-up or interstitial ad and for others, it means including them organically in your content. There are no right or wrong answers, it’s simply a matter of offering a value proposition to your site’s visitors. If the value of the content is high enough, people might simply want to be notified when there are new articles. Often, e-books and reports are good ways to grow an email list. Experiment with forms, surveys, ads, landing pages, social media, and video to see what prompts visitors to act but whatever you do, please don’t cannibalize your content.

Email subscribers are not members of a cult, so why would you send them all the same messages? Only cult members think and act the same so unless you’re leading a cult, you should be sending your subscriber’s different messages based on how they act.  According to the 2015  National  Client  Email  Report from the DMA, 77% of email marketing ROI came from segmented, targeted and triggered campaigns. Additionally, of the marketers who do use segmentation, 43% use up to six segments on average.

A lot of entrepreneurs go into email marketing with the mindset that users will subscribe to their list, open their emails, and then click a link to buy something. While this is a realistic end game for email marketing, you should base your campaign around the idea of creating trust by offering value to your subscribers. Email campaigns are complex and consist of dozens of different elements like subject lines, text, call to action, products, scheduling, and target market. No wonder so many entrepreneurs are overwhelmed by email marketing! The result is that these entrepreneurs end up sending the same routine type of email, at predictable times.

While you are supposed to create value with your emails, make sure that you do not include too much information. Subscribers do not want to be overwhelmed with information in their inbox. Ask a question and answer it as quickly as possible. Email marketing is so much more than coupons and newsletters. In fact, email marketing has gotten a bad rap from the many companies who have abused the privilege of inbox access. Consumers are wise to those tactics and wary of companies who bombard them with email.

Smart marketers take email to the next level. This starts with automated drip campaigns that slowly expose new users or prospects to new content, products, and services. But that is just the beginning. Transactional emails – like receipts, invoices, reminders, notifications, password changes, and confirmation emails – have significantly higher open rates. More importantly, they serve a specific purpose and contain data that readers are genuinely interested in. It’s time more marketers took advantage of this opportunity.


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