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HOW TO OPTIMIZE YOUR EMAIL MARKETING

There are over 4.1 billion email accounts, over 2.5 billion email users, and 897 million mobile email users worldwide. 247 billion emails are sent daily. For every $1 spent on email marketing, the average return is $44.25. Email marketing’s ROI is 4,300%! 42% of businesses and 88% of B2B marketers say email is their most effective lead generator.  95% of online consumers use email and 91% check their email daily. 74% of consumers prefer to receive commercial communications through email. 66% of US consumers made a purchase as a result of email marketing. Email is 40 times better at acquiring new customers than Facebook or Twitter. Email conversion rates are 3 times higher than social media, with a 17% higher value in the conversion. Companies view email marketing as a better ROI than PPC, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising and mobile marketing. Over half of businesses get over 10% of total sales from through email marketing. 3,500 is the average size email list. We have over 17,000 at Independent Talk 1100 KFNX. So how do you optimize your email marketing?

                                                                       

Email marketing is one of the more cost effective ways to get a message out. Email marketing is more affordable, though it takes time and work to build a database unless you buy lists. Build an email database by getting people to opt-in to your email database. Offer something to get them to opt-in. Offer your blogs, videos, newsletters, specials, ebooks, whitepapers or e-zines. Have an opt-in button on your website homepage. Get prospects through advertising, networking, blogging, social media and your website. Use Constant Contact, Infusionsoft, Mail Chimp or other email marketing software to send out your emails. You could target your email based on specific industries, demographics and locations. Only include the title and introductory info in the email with a link back to your website to drive traffic back to your site to read the whole email.

 

One third of email recipients open emails based on the subject line. Have a targeted, desciptive, enticing subject line. Deliver what you promised in the subject line of the email or they won’t open it again. The key to higher open and click-through rates is consistency, urgency and special offerings. Avoid using spammy keywords and phrases, ALL CAPS or too many exclamation points!!! to get past spam filters.  Average open rates are 22% and click-through rates 3.5%. Most emails are opened 2-5pm. 10pm-9am are the worst time to send emails. Over 20% of emails don’t make it into subscribers’ inboxes. Open rates are lower on weekends. Sending at least 4 emails monthly significantly increases open rates and decreases bounce rates from 4.4 to .5%. 39% of companies send at least 1 email weekly. Less than 1 in 2,000 subscribers mark an email as spam. There’s a 22.3% increase in open rates with personalized subject lines. Only 26% of marketers personalize emails. Emails with video increased open rates by 20% and click-through rates 96% to 300% and reduced opt-outs by 75%.60% of marketers use video in their emails. Nurture your email database. Schedule periodic emails to stay in touch with subscribers. Customize messages depending on where they’re at in the sales cycle.

 

48% of emails are opened on a mobile device. Only 11% of emails are optimized for mobile. 69% of mobile users delete emails that aren’t optimized for mobile. Only 25% of companies optimize their emails for mobile. Mobile is the future of email marketing. Optimize your emails for mobile! Make sure links in your emails are directed to responsive pages for mobile. Over 70% of mobile purchases were influenced by email.

 

Almost half of subscribers on a list are inactive. Suppressing anyone in your email database that hasn’t engaged with your emails in over a year immediately increases your deliverability rate by 3-5%. Clean out your email list regularly every few months to optimize deliverability.  Monitor and minimize hard bounce rates. Keep it under 1%. People change email addresses regularly. 17% of people create a new address every 6 months. Keep your list up to date. Only 49% of marketers clean their email list regularly.

 

I send out emails to my email database asking people to connect with me on all of my Social Media networks. I added all of my Social Media addresses with links to my email signatures. 17% of marketers don’t track or analyze email metrics. Track and analyze them!

 

Now you know how to optimize your email marketing. Are you doing everything to do it? Why not? I look forward to subscribing to and receiving your emails. And don’t forget to subscribe to ours.

 

 





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