Is Email Marketing Dead?

January 18, 2016

Far from it! Email marketing is alive and well. Here are some stats from MailChimp (just one email service provider) for 2015.

In 2015, MailChimp handled 62,310,854 email campaigns. They sent 204,383,657,109 emails. Of those, 42,164,247,301 were opened and 3,527,638,012 resulted in clicks. 3.5 billion clicks doesn’t sound dead to me.

Here are a couple tips to make sure that you are doing your emails correctly:

Be Mobile-Friendly

More and more, email is being read on mobile devices. You want to make sure your email is responsive and shows up correctly on mobile devices. If your email service provider doesn’t have the option for you to preview what your email will look like on different browsers and devices, send out tests to ensure your emails are displaying correctly.

Don’t ABC (Always Be Closing)

Contrary to the movie Glengarry Glen Ross, Don't ABC (Always Be Closing)! People know that you have to sell to survive in business. They don’t mind offers in the email. Just don’t pound away only sales messages in every email you send, or you will end up losing your audience.

Give Value and Reverse Risk

By including educational and informational articles or graphics that will help your audience, you can get away from the constant influx of sales messaging. It is very important to provide value in advance. In your marketing communication, make sure you deliver value first before you ask for money.

Reverse the risk. If you are mailing to people that don’t know you, put the risk on your company to perform with satisfaction or money-back guarantee. If you have a great product, you don’t have to worry. Returns will be low.

So you have proper expectations, a couple things that you want to keep in mind…

Not everyone reads all of your emails each time. People are busy and they have things to do. That’s okay! Just keep writing valuable emails and soon you will be recognized as the valuable resource that you are.

Email open rates in the 13-20% are pretty average. Open rates in the 2-3% range are normal.

Finally, quite a few people have asked me what system we use for email? We use two things: Infusionsoft (to do the sending) and The Machine (a marketing system developed by our friends at DigitalMarketer). FYI... DigitalMarketer invests $50,000 a month in sending email. In the last 36 months, DigitalMarketer has sent over one billion permission-based emails. This system has really helped us.

Here is a Machine Process Map of how it works...

Machine Process Map

If you’re looking for help with your email marketing, contact Sales & Marketing Technologies today to review what system could work for your business. As an Infusionsoft and DigitalMarketer Certified Partner, we can guide you and your business to sales and marketing success! 

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