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  • June 18

E-mail Marketing by the Numbers

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E-mail marketing. It can be really good for small businesses, but it’s also difficult to skate that line between imparting “useful information” and handing out “annoying drivel.” The sad fact of the fatter with E-mail marketing is it occasionally do more harm than good. If you, say, send out some messages to prospective customers that hit the wrong notes it can turn a would-be into a never-gonna-be. We don’t want that for your business or for mine. Webrulon has compiled several lists of helpful information to get you back into the E-marketing game.

List No. 1: Nine Rules for Driving E-mail Marketing Success

You should try to master these in order to drive up your E-mail success rates:

  1. Have a good reason to e-mail. Otherwise it just seems kind of desperate.
  2. Follow the five elements of success(See below.)
  3. Plan your plan. Have it all ready to go should you garner responses.
  4. Get the right tools in place. Make sure your website is ready for incoming business.
  5. Cross your t’s. Starting to see a pattern here? Preparation is key.
  6. Have resources ready. Pattern continues. Can’t stress this stuff enough.
  7. Launch and evaluate results. Testing is so important here. You need to figure out exactly who responded and why. Otherwise it’s just shots in the dark.
  8. Get fancy. Be brave! Show them something they’ve never seen before.
  9. Integrate with other channels. Become part of a trusted network can do wonders for your credibility.

If you follow those nine rules you should have a good chance to see some return on your time investment. You may have noticed that number two referenced a mythical “five elements of success” list. Well, it’s a myth no more!

List No. 2: Five Elements of Success

  1. Understand the impact of brand.Old stat: 90 percent use e-mail to engage in/determine the value of a company.

    New stat: Average person will keep an educational e-mail for two years or longer. For instance, Gmail saves everything.

  2. Add intelligence to your design.Old stat: 18 percent on social networks, 27 percent texting, 4 percent on RSS.

    New stat: 62 percent use social networks regularly. This number is also rising, privacy issues withstanding.

  3. Drive the purchase.Old stat: 26 percent of e-mails are opt-in marketing messages.

    New stat: 28 percent of all people recommend products to friends. As companies figure out how to better integrate social circles this number will rise.

  4. Create service messages!See No. 1 and don’t forget to hype your brand and include relevant links whenever possible.
  5. Add viral elements.Old stat: Send to a friend (STAF) should drive a 1 percent to 2 percent referral rate from opens.

    New stat: In the Twitter vs. Facebook world, Twitter sells. Facebook sells. Make accounts pronto. Other social circles are popping up all of the time, too. Make it your business to stay on top of things.

You may be experiencing “list fatigue” right about now but there is one final list we’ve cobbled together. A “forgot me not” of sorts. These are the things you need to check up on. Your final countdown on the path to E-mail marketing success.

List No. 3: Don’t Forget To…

  1. Make a mailing calendar. Be sure to not E-mail people again and again.
  2. Place value on e-mail addresses (opt-in and out).
  3. Have activation, retention, and reactivation programs planned.
  4. Develop key performance indicators that make sense for your business. Use these indicators as you run tests.
  5. Focus on behavior of your list. Also useful for testing.
  6. Tailor landing pages.
  7. Optimize content based on results. Once you get a few responses you ought to be able to draft new E-mails around it.
  8. Develop seed lists that are not on your network. Seed away.
  9. Determine multi-channel usage early on.
  10. Map out continuity campaigns (aka, triggered e-mail campaigns). It is important to leave nothing to chance.

Making lists and keeping focused and organized can go a long way in creating channel effectiveness. Save, share, or print these lists to help give your year-end results a much needed boost. Do you have any other ideas to help launch E-mail marketing into the stratosphere? Please, don’t hesitate to share.




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