Are you being heard?
Since the birth of Email in 1971, there have been a variety of new digital communication channels and ways to contact your prospects, even more so in the past 15-20 years, however in the recently published “Email Marketing Industry Census 2016” it is clear that email marketing is still the champion for ROI. The survey carried out by Adestra and Econsultancy found that 73% of companies found email marketing to be either ‘good’ or ‘excellent’ regarding return on investment (up from 66% in 2015).
Not every email will achieve great ROI. A recent study concluded that email is almost 40 times better at acquiring new customers than Facebook and Twitter* and compared to other forms of marketing, it is by far one of the most cost effective messaging formats, and very powerful…if done right.
One of the reasons why email works, is because it is written. You can take your time with the content, save it until you have the focus to absorb the information, and if you don’t understand something – you can read it again for clarity. Therefore, it is vital that you plan your content out, and plan it well.
Paragraphs, images, columns, headers, buttons and much more are available to you in HTML editors, however be aware that as your HTML use goes up, so does your SPAM score. This is a method by which Email provider firewalls determines inbound mail to be junk mail, or valid. To be safe, plan a text version that your email provider can convert to HTML. Not only will this be more likely to deliver, but it will also display in a friendly format for mobile devices – essential for today’s on-the-go community. In fact, Consumers log in to their personal email accounts 3.8 times per day.**
Other things to consider to avoid the junk folder include the types of wording found in the content. If you are offering FREE services or products, or attaching files, you will find that your hard work falls to naught. Instead of trying to fit everything you want to say in a single communication, include a couple of hyperlinks to relevant areas of your website. This could also include a hosted attachment which prospects may feel more comfortable about downloading, than from an unrecognised email address. This also pushes traffic to your website, and may improve your SEO rankings.
According to the Industry Census, under 80% of companies still adopt a very basic approach. There are many variables and factors to consider that many organisations are still unclear on.
If you have a message that you want your prospects to know about, but perhaps weren’t aware of some of these factors, get in touch today to find out more about our Email marketing campaigns and services.
** BlueHornet 2014