E-mail Marketing

Believe it or not, email it is not a dying art in the world of marketing.

In fact, often it is a successful email campaign that can help you to make a positive ROI.

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We all know the importance of having a mobile friendly site, but what about mobile friendly emails?

Many brands have cottoned on to the fact that mobile is definitely the way of the future, but less than 56 percent of brands appear to offer mobile friendly emails.

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How many emails do you receive in your inbox every day? 10? 100? 1000?

The average person receives hundreds of emails every day from coupons to subscriptions, to services, invitations and more. And it is unfortunate to say that most of these emails will end up in trash and junk mail folders before they are even opened.

Are your emails suffering the same fate?

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What is the most common reason for unsubscribing from an email list?

Frequency.

Collecting emails is one of the most valuable things you can do for your business however, no one wants their inbox flooded with irrelevant emails or constant promotions.

Creating a successful email list is about offering information that is relevant, somewhat exclusive and maybe even personalised. There also needs to be a ratio between asking your subscribers to do something such as download, purchase and opt-in, and offering value or freebies. It’s all about giving and receiving.

No matter how brilliant your content and offers are, unsubscribing is to be expected to some extent. Don’t despair. Those who unsubscribe, especially early on in the process, are probably not your target audience anyway.

Besides ensuring your emails are valuable, here are 5 other ways to decrease your unsubscription rate:

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Is email marketing dead?

Not quite, in fact one study revealed that email marketing was still more effective than social media marketing, but it’s all about obtaining the right balance of giving and receiving.

Here is how you can boost your email marketing strategy:

1.) Build an Email List

There are a number of ways to build a list but here are the most effective:

• Pop-Ups: Having a pop up box may be annoying, but they work. The trick is to have your pop up display around 8-10 seconds after they have entered your site. This way you are only receiving engaged sign ups but you will have more of their attention. Usually when pop ups display immediately, users are more likely to dismiss them.
• Sign-Ups: Offering an additional or free services such as an e-book or subscription is a great way to collect email addresses. One thing to keep in mind however, are the different laws surrounding this type of opt-in. In Canada for example, it is against the law to collect an email for one purpose and then use it for marketing another.
• Partner Up: It is quite common for similar companies to partner up and share email lists. One thing to keep in mind here is privacy- would your customers really appreciate you sharing their information? Usually this type of strategy works best for smaller, niche companies.
• In-Person: There is nothing wrong with collecting email addresses at trade shows and events and then adding them to your email list, especially if they are interested in your products or services.

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Conversions are in the eye of the beholder. Some marketers with longer sales cycles will call a successful email opt-in a conversion. Although, technically it is a conversion, the fact is that an opt-in doesn’t equate to a sale. A real conversion, for most online businesses, will involve cold hard cash or a credit card number. If you want to land conversions that increase your bottom line, learn the art of the autoresponder. (more…)