Why Is Systematic Email Marketing Important? It Works
Email marketing works. Consider these findings:
According to the Direct Marketing Association, email has an average ROI of $38. This means for every $1 spent, you get $38 in return.
Email is the 3rd most influential source of information for B2B audiences, behind only colleague recommendations and industry thought leaders.
86% of business professionals prefer to use email when communicating for business
Automated welcome emails are incredibly effective: 320% more revenue is attributed to welcome emails than other promotional emails.
Consumers purchasing products through email spend 138% more than those that don’t receive email offers.
Open rates for automated emails are 3x higher than regularly-scheduled emails, with click rates being 20x higher.
At Endorphin Advisors, we offer creative email marketing services, as well as the training and implementation of email marketing software. Here are a couple email marketing tips and insights:
An e-newsletter is a regularly scheduled email (perhaps weekly or monthly) sent to your contact list with industry tips/insights, articles, company promotions, and upcoming event information. Sending monthly email newsletters to past customers, current customers and prospects improves your communications. This helps to keep your name in front of potential customers, to provide assistance and information to help potential customers, and to remind people of exactly what you do.
Email segmentation refers to the process of separating contacts into similar groups based on certain criteria. Rather than sending all of your contacts the same e-mail, divide them into groups based on certain characteristics such as demographics, interests or buying habits. Send each group an email customized with specific information, targeted offers, key findings or trends associated with your industry products or services.
Automatic Emails (also referred to as Autoresponders)
Event-driven automated emails have significantly higher open rates than do typical, email newsletters. Automatic emails, often referred to as autoresponders, are typically tied to a certain event, like a purchase on your website.
Automatic emails can be either one-off emails or a series of automated emails. One-off emails are typically “thank you” emails which include contact information, a video or two and links to other relevant information. Be sure to include some type of special offer.
A series of emails (an autoresponder series) is a series of pre-written emails sent to people over a predetermined timeframe, sharing a similar theme throughout the series. Learn more about where and how to use autoresponder series in this blog article.
See how autoresponders work in this short video from our partners at Constant Contact:
A/B Testing, also known as split-testing, is the process of sending and comparing two or more versions of an email campaign to discover which one performs better. First, you compare the two email campaigns by creating two variants (A & B) of your email, then send each of these variants to a sample portion of your email list at the same time. The variant that receives the higher conversion rate (whether that is measured by open rate or click through, or some other metric), is the winning email campaign that you send to the remaining contacts on your email list.
If carried out correctly and consistently, A/B Testing can have a substantial, positive impact on your business. By regularly running these types of tests, you learn more about your audience and what interests them. The more you utilize A/B Testing, the more successful your next email campaign will be.
What Customers Have Said
“Erik conducted a Web Marketing Strategy Audit for CAPTAIN Youth and Family Services that has transformed the way we communicate with existing and potential donors and volunteers. He conducted a comprehensive audit of all of our current online marketing tools followed by a thorough, honest and insightful analysis of those tools. The report he presented was easy to read and understand. Most importantly, the recommendations he put forth were immediately actionable and ultimately led to increased donations following our first email marketing campaign. I would highly recommend Erik for his attention to detail and customer service which was unfailing.”
Susan Malinowski Catroppa, Executive Director
(Non-Profit Community Services Organization, Clifton Park, NY)