Few things are more deflating for an email marketer than experiencing the joy of someone signing up for their email list, only for that person to unsubscribe a few days or weeks later. A prospect should always move down through the sales funnel, but when they unsubscribe from your email communications it means they are going the opposite way.
The problem that many businesses today face when it comes to email marketing is talking to the right people at the right time. It can be difficult for a company to understand exactly what type of message their prospects need to hear: after all, someone learning about the products or services that your company offers has different needs than someone who is comparing you to a competitor that they already know about.
I recently read a great article, Email is Still the Best Thing on the Internet, by Alexis C. Madrigal, about the history of email. What struck me was the realization that I was in the industry during that time and remember most of it. So as I read it, I really thought about how far email has come and how well it still plays into today’s current strategies, including multi-channel engagement.
Do you know that email has an ROI of 4,300%?1 As of 2014, 182.9 billion emails are sent/received per day, worldwide. 2
As a marketer, in verticals like Higher Education or Political, harnessing the power of email and combining it with Inbound Marketing practices allows you to guide your audience to specific, relevant content. Segmenting your audience based on demographic or behavioral data allows you to tailor your content so that it educates and nurtures them as they move from one stage to the next in their Buyer’s Journey.
One of the biggest challenges marketers face is creating an ongoing dialog with their customers. They get caught in the trap of only sending emails to their customers when they have something new to sell. The truth is, continuous email engagement with your customers is key to building relationships and keeping your company front of mind. How do you create that ongoing dialog? What can you say that will make it easier for you to engage your customers with email?
The Canadian Anti-Spam Legislation, CASL for short, went into effect on July 1, 2014. For those who are thirsting for more of the legal framework to ensure your business is protected we recommend consulting an attorney.
This law applies to those sending CEM (commercial electronic messages) to anyone in Canada and/or anyone opening email in Canada, even if you are a U.S. based business or organization. Here are six major points that every sender needs to be mindful of when sending email to Canadian residents and businesses:
Forbes.com confirms what we at Net Atlantic already know, email is, was, and will continue to be the core driver of customer engagement. Simms Jenkins, CEO of BrightWave Marketing and author of The New Inbox: Why Email Marketing Is the Digital Marketing Hub in a Social and Mobile World acknowledges that social media is a valuable tool, but it’s not the most effective way to drive sales. “If you have just one bullet left in your gun to sell something, then email should always be that bullet.”
Today’s consumers, in both the B2B and B2C markets, are entrenched in a multifaceted online universe. Information is coming to them from many sources-websites, social, mobile, texts and tweets, press releases, blogs and online ads. The trick is to drive your customers to your content. The information is static until you give them a reason and a mechanism to explore your piece of the universe. What’s the trick? Why, it’s email, of course! Email plays a key role in driving traffic to all other channels.
How long have you been using your current email template? Really, think about it. At least try to ballpark it within a few months. And how often do you send email? Let’s say your template is a ripe two years old, and you send once a week. That’s over a hundred messages your subscribers have received that look exactly the same. Don’t get me wrong, I’m sure your email template looks just fine…but think of your poor subscribers. Every week, it’s the same old thing. It might start to get mundane after a while.
Think of your morning commute. Boring, right? But what if, one day, somebody planted a beautiful tree on the side of the road? Wouldn’t that be great? It’s always been the same mind-numbing commute, but now you have that tree to look forward to every day! Sure, the tree will get boring eventually, but what if someone planted some flowers by it? Then maybe they’ll build a nice fence around their little garden…and who knows, they might even paint the fence a different color some day. Suddenly, your morning commute isn’t so boring any more.
Mobile Marketing was front and center at the DMA’s Email Evolution Conference. Speakers and roundtable discussions were buzzing about what the increase in mobile usage means to email marketers. And it is easy to understand why:
- 62% are using their smartphone every day and 80% don’t leave home without them.
- Mobile email will account for 15 to 65% of email opens, depending on your target audience, product and email type.
- Stats say 42% of email is now opened on a mobile device.
- 43% of mobile email users check email four or more times per day.
Believe it or not, your customers are mobile! Now is the time to think about a mobile strategy around your marketing efforts for social, Web and email in order to ensure success.
You worked hard in 2012 designing email templates that produced high conversion rates, generated traffic to your site and maximized your email marketing ROI. If you think you have created an award winning email, enter to win a $250 American Express Gift Card.
The rules are pretty simple. Send us your design by February 1, 2013. A panel of email marketing experts will review and score the entries. In March, we’ll announce our winners! Read our official rules below and enter today.