Email Marketing | Anurag Gupta | Updated: 2016-01-27
There is no denying that email marketing will continue to achieve adhesion the time marketing keeps on shifting from globalization to personalization. And yes, Email Marketing is worth your time no doubt!
Even the reports say that email is right here and will be staying for a long period of time. In April 2012, the total number of email accounts all over the globe was 3.3 billion. And not just that! In 2010 for over 107 trillion emails were sent. As per the Direct Marketing Association (DMA), in 2011, the Return on Investment for email marketing was $40 for every $1 invested. Also, as per the survey by Exact Target 2012 Channel Preference, there are 91% users who use email at least once in a day.
It is because of all these practical reasons; email marketing is frequently being used. And if in case you are also interested in using email marketing in your business? Stop pondering much, look further, cut the fluff and simply jump right in!
The first and the foremost step is to make a list of email marketing in order to get permission. If your list is small, fair enough, every starts like this only and evolves with time. There are ample of ways of doing so. You can either give something away for free or else, you can also simply provide a newsletter or product updates.
If in case you are not sure on how often you need to send an email, it is always better to start small. You can email your subscribers once or twice a month or more often if you offered the time they subscribed. And is in case you need to increase the frequency, later on, you can simply inform them beforehand about what they should expect.
One of the most important things to keep in mind is organizing your list. Yes! Even if you are having only 25 to 30 people in your emailing list, start segmenting the list on the basis of the type of information they are looking for. Rather than following one-size-fits-all approach, its better that you tailor you marketing as per the specific groups.
Don't make a mistake of only sending a sales pitch to your readers that most of the people do. What you can do is post extremely valuable content that your readers are interested in and which they would benefit from irrespective of the fact that they will use your product or not. You can talk about how-tos, tips and product help amongst many other things. Plus, keep in mind that you are using bullets and subheadings as this will increase the readability of your content no matter from where the user is accessing.
You might know that the analytics is the most important thing in web copy and email marketing is no exception. It is very important to analyze your data from time to time to be aware of the fact that you are going the right way or not. Although every test is vital, but it is better not to skip testing open rate, click through rate (CTR), and unsubscribes. Where the open rate will inform you about the relationship you have built, CTR will help you to improve your copy if in case it is not targeted well, and unsubscription rate will voice about how many people are leaving.
I would like to wind up with the words of Keith Burton (partner of Brunswick Group) who kept on insisting that the communication is heavily email and memo-based in virtually all companies in an interview. Plus, he also said that this phenomenon is going to continue for two or three generations of manager, till the millennial generation ascends to new leadership levels.
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