If You're Not Using Email (or Using it the Right Way) You May Be Missing Out on Business

Sure, email is great for sending quick project updates or notes to your internal team members and current customers. But are you using email to drum up new business from existing or prospective customers?

Creating content and monitoring open rates, click thrus, bounces, and opt outs may sound difficult or a little confusing, but it's easier than you think. And understanding how effective email campaigns can boost your business may just give you the competitive edge you're seeking.

Here are a few things to consider:

  • Email is most effective. Data shows that marketers consistently ranked email as the single most effective tactic for awareness, acquisition, conversion and retention.
  • 90% of consumers find custom content useful. Content is king but you need the royal family. Consider subject lines, day of the week and time of day as well to further personalize the email experience.
  • People check their phone up to 150x per day. That's why it's wise to use email and social media together to compound the effects of your message in all the places people visit from their mobile devices.
  • 58% of adults check email first thing in the morning. Roll over, hit the alarm and grab your phone because your subscribers are! Try sending your emails early in the day and you might see an increae in open rates.
  • Adding videos to your emails can increase click thru rates by 300%. Host your video on YouTube (recommended because it's owned by Google) or Vimeo and add a thumbnail image with a play button to your email. Or some email tools have even more robust features where the embed code will populate a thumbnail automatically.
  • Animated GIFS increase click rates 425, conversion rates 130% and revenue 109%. Why? Because they're interesting to look at, create the element of surprise and although they aren't that difficult to make, not everyone knows how to do it so you'll look like you're on the cutting edge!

If you're not sure where to get started, there are some great email marketing tools available (MailChimp, Emma, Constant Contact, to name a few) and they won't cost you and arm and a leg. Depending how many contacts you have in your database, your monthly fee will vary, but in some cases you can use the tool for free if you have less than 2,000 subscribers. Of course the goal is to have lots of quality, engaged subscribers who have opted in to receive your emails (be sure you learn about spam). If you build out an effective marketing strategy that targets your customers with what they want and need most, you will succeed.

 

Sources: GIGAOM RESEARCH, DEMAND METRIC, KPCB.COM, EZANGA, WISTIA, MARKETINGSHERPA

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