Never underestimate the power of email marketing
Aside from all advertising through social networks and aside from blogging, the oldest form of digital social networks is undoubtedly email. There is no marketing expert who hasn't started their communication or advertising with email. To cope with email advertising you have to be an expert in communication who ideally solves problems gathers new customers and develops a web of trust. Email is an original social media in which the communication is two-sided: between you and your customers. The rule is, if you haven't managed email marketing, don't even bother to run the social networks because you are missing the right starting point.
The best thing when using an email as a means of advertising and the incredible value of the Internet is the fact that all can be measured. So you can check the efficiency of each sent email to see which ones are worthy.
I’m sure you know all the terms used when writing an email, but regardless, let’s go through it once more:
From line – a place for our name and surname or company’s name. This is the first introduction line a recipient gets.
Subject line – it holds a short description of what is found in the email, so we can say it is an email’s name. Actually, the majority of email recipients decides whether they will open email or not at all when they see a subject line.
Preview pane – this element allows the recipient to see the first few sentences of the message they’ve received. It is important to get the reader interested for the rest of the content.
Open rate – a statistic that measures how many recipients has opened an email, enabled loading of some images or links.
Click-throughs – it measures the recipients that have clicked on a link or an image in the email and opened a hyperlink with additional content.
Pass-alongs – the number of recipients who passed along your message to a friend or colleagues, meaning that the information is spreading.
Bounce – emails that haven’t reached their destination and they are returned to their sender’s inbox.
Hard bounce – email addresses that no longer exist or weren’t entered correctly in the first place so they are permanently returned to sender.
Soft bounce – temporarily condition in which email is not delivered and it’s usually if an inbox is full or the server broke down.
And of course, a content of an email is entered in the biggest field. The most important part of each email and the key part of your web page, your brochures and email is definitely content. Each person who receives some kind of an email, opens it first, thinks about it and asks himself or herself a question – What’s in it for me? If you don’t clear this up, and state in each marketing message, email or communication the what’s-in-it-for-me, then your message will be ineffective. Considering email, you have to get to know the 1,54 second and 5 seconds rule. As you are probably assuming, it is the time to get someone’s attention. Let’s start with the 1,54-second rule. It is the exact time to convince the targeted customer to open an email, meaning that the key part of an email is the subject line. It has to convince the recipient to start to read the rest of the email in just 1,54 seconds, actually to discover the rest of the content. If your incredible title convinces the customer to click an open an email, you have less than 5 seconds to bring him to the initial click or move you want them to do. In the next step, you come to 5 seconds rule in which your whole marketing campaign begins. If you are successful in the first two steps of business communication that incites your customers to gradually understand the value of the offer and incites him or her to buy, then your next step is talking to them. Once you’ve successfully convinced your customer that you have something for him or her, your call-to-act will follow.
There are two types of email used for marketing:
One of them is a transaction in which a certain cooperation between a customer and a company already exists. The true focus of transaction emails is to finish, confirm or debate some of the already initiated cooperation.
Direct marketing is consisted of sending emails just to transfer the whole advertising message. These are usually specialized messages with which we want to promote or sell some kind of product or service.
The statistic shows that time is extremely important when sending email messages. So, depending on the audience, on the product or service you want to forward or sell, there is a certain time suitable for someone to receive an email. Actually, if you just judge by your timetable, you will find that your every day can be divided into certain segments. For example, a typical working day looks somewhat like this. You get up and get ready for work, listen to radio on your way there and drink a cup of coffee or tea before you start working, then people usually finish work at around 2 p.m. to 5 p.m., after work you drive home and spend the rest of your day with family, maybe visit some friends. Imagine now, that your customer receives your email at the exact moment when he or she has the spare time for searching and checking things of their interest.
If the statistical data is true, one-third of people 18-34 check their email the first thing in the morning. So, the cup of a hot beverage in the morning is reserved for checking email. Also, an average person spends two hours a week on their email, whether it is for business or private. The ideal time for receiving emails according to scientists is between 11 a.m. and 3 p.m. The assumption is that this is the time when people usually have breaks and lunches so then they have little time for themselves.
Again, from your perspective, if the majority of emails comes through the night, and in the morning you open your mailbox to realize that it is filled with mail, will you check every single email that is there or will you skip the majority of them and just delete them? The saturation of email messages has a negative impact on email sending. So, considering email sending, it is important to be interesting and clear, but also pay some attention to details. Be consistent with yourself and human in respecting business ethics.
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