Email Marketing

Despite the challenges from Social and SMS Marketing, Email Marketing continues to be a cost-effective solution with the highest ROI of the marketing kingdom. Ref:

According to the 2018 Adobe Consumer Email Report, the average time spent checking personal emails was 2.5 hrs/day – up 17% year-on-year. And over 50% prefer to interact with brands via email, rather than other channels.

So you’d have to be crazy not to take advantage of these figures from

  • Average open rate: 17.92%
  • Average click-through rate: 2.69%
  • Average unsubscribe rate: 0.17%
  • Average click-to-open rate: 14.10%
  • Average bounce rate: 1.06%

Email Strategy

Don’t send emails casually. Before sending any emails you need to plan your email strategy including:

  • Email template design – what layout represents your company
  • Data segmentation – what fields will you collect, and what behaviours can you segment your list by
  • Frequency – how often will you send, and what time of day
  • Content – what content will you send, and to whom
  • Personalisation – how will you personalise your emails

Things to avoid

From the Adobe survey, the main reasons people unsubscribe are:

  • Sending too many emails (45%)
  • Not recommending products that match their interests (33%)
  • Sending expired offers (22%)
  • Misspelling their names (17%)

Avoid these pitfalls, and stay true to your email strategy, and you can build a lovely relationship with your subscribers, rewarding to both parties.