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Keeping Email Marketing in Perspective

In a previous post, “A Simple Way To Sell More,” I explored the importance of delivering value in every email you send.  Delivering value is a critical element in any sort of email marketing campaign.  Today I’ll look a little more into email list performance, tracking, and some other simple suggestions. 

Delivery Tracking
Make sure if you are sending emails you employ some type of delivery tracking.  Most people would be surprised how many companies DON’T utilize some sort of tracking for their email campaigns.  Many companies assume that just because they send an email that users open everything they receive.  It is critical from a marketing perspective to employ some sort of performance tracking on your emails

Email Open Rates
Recently I looked at open rates for all my clients who do email marketing and asked friends to submit their data.  Of almost 70 separate emails broadcasts sent to permission based opt-in lists the approximate average open rate was around 40%.  The data isn’t to discourage people from email marketing, but to give perspective.  One of the biggest shocks to clients is seeing how few people are opening emails. It is important to keep expectation grounded in the reality.  Nobody gets 100% of their subscriber list to open an email.

Home Grown
The best email list is the one you grow yourself.  There are lists that you can purchase, but you are better served building your own.  Always think in terms of the user’s perspective. Users won’t sign up to an email list that isn’t of at least some interest to them.  Focus on your target market and giving them a good reason to sign up.  Also make sure you properly advise your list subscribers on how to setup their SPAM filters.  You wouldn’t want them unintentionally blocking your email.

List Size - Quality Versus Quantity
You need to keep the highest quality list possible. Too many list owners focus on the size of their list compared to the quality of their list. You’re better off with a smaller list of interested readers who are excited to dive into your offers.

The Copy Factor
The more I read, learn, and experience, the more credence I give to good copy writing.  I would argue that the single most important factor to any email marketing campaign is the ability to create compelling copy.  Regardless of how nice the pictures, users need words to give perspective and incentive.  Headline, benefits, and a call to action are just a few things to keep in mine.  The importance of copy is a lesson few ad agencies and graphic designs truly understand.

Email Marketing is an important step for keeping in contact with customers and clients.  But it is only one facet of an overall marketing campaign.  Make sure you diversify your marketing both online and off.

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