I had a conversation with someone this week about email open rates and a concern that, even though his recipients had signed up for information, they didn’t seem to be actually opening the message, let alone responding or engaging with him.
According to recent research, an average email account receives about 65 emails a day so it’s inevitable that a lot of those messages are instantly trashed, without even a second glance. So it’s a dilemma lots of businesses face if their emails are constantly being unread and ignored; how do you make sure your emails don’t end up in the trash can?
Simple answer: make sure your emails are relevant to each recipient – this way they are more likely to open and digest the information – they might not respond immediately, but at least the seed is sown.
Taking the following simple steps will ensure a better chance of getting responses and eventually results.
Clean up your data (regularly)
Your database is the most valuable part of any marketing. Make sure your information is up to date and you have a clear idea of who are existing customers and prospects.
Keep a record of the products/services they are interested in and which emails they have responded to in the past; assuming your opt-ins have an interest in what you’re ‘selling’, or at least have some affinity with the industry you operate in, this should be easy to evaluate.
Divide and conquer
Once you start consistently evaluating your data, you can send your recipients relevant information by segmenting your database into different categories.
For instance, if you’re a wine retailer and have a section of customers who only ever buy white wines, it would be obvious to target them with information about white wine. This way you would be communicating with them personally, providing them with relevant messages.
Don’t be tempted to send the same email to each list in the hope that those who only drink red will start loving white because they couldn’t possibly live without this amazing offer!
And if they’ve just bought a case of Australian Chardonnay, don’t send them an email containing the same offer the following week; the last thing they want is an endless stream of useless emails, which will inevitably lead to them opting out altogether.
To put it into context, think about the last time you went into Boots and bought some shampoo. Did you notice the next set of loyalty vouchers you received were for money off the same brand of shampoo, valid for 6 or so weeks? Where are you likely to buy your shampoo when you next run out?
This is smart targeted marketing!
So, spend your energy dissecting and evaluating your data on a regular basis, especially after you’ve sent out an email campaign. This will allow you to devise a series of future emails with relevant targeted messages which will help to increase your open rates and give you a better chance of converting a sale.
If you’d like some help on devising and sending your email marketing campaigns, Tweet me or call me on 01273 772033 today.