Receiving an email is a primary driver of sales. Funny thing is people who don’t open emails are
significantly more likely to buy than people who don’t get the emails at all.
Don’t Annoy your customers
If there’s a cardinal rule of email marketing, it would be not to annoy your customers. Sure you need to send enough emails to stay on the customer’s radar, but there is a fine line between frequency and engagement.
If you send too many emails you get to watch your subscribers flee and your clicks and open rates
plummet and find yourself branded as a spammer.
According to Campaignmonitor.com open rate is highest when companies send two emails per month.
Here are some more stats from them.
- 68% of Americans say they base their decision to open an email on the ‘From’name.
- 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. – ChoozOn
- 92% of online adults use email, with 61% using it on an average day. – Pew Research
- Employees spend 13 of their working hours each week in their email inbox (on average). – McKinsey & Company
- 83% of B2B marketers use email newsletters for content marketing. – Content Marketing Institute
Quist, CEO of British and U.S. email marketing firm Alchemy Worx, “started out where everyone else did, worrying about open rates and trying to get them as high as possible,” he says. Then he began digging into the numbers, looking at client campaigns for evidence that a business could get better results by sending less email. “what we found was, no matter what we did, more email generated more revenue.
You could not stop that happening.” he says. So, data in hand, Quist began preaching a different gospel: Nothing is likely to make you more money than sending another email.
Then he began digging into the numbers, looking at client campaigns for evidence that a business could get better results by sending less email. “what we found was, no matter what we did, more email generated more revenue. You could not stop that happening.” he says. So, data in hand, Quist began preaching a different gospel: Nothing is likely to make you more money than sending another email.
In essence, Don’t worry about annoying your customers. That data says they don’t email. Quist’s “more is more” attitude makes email marketers nervous, but he gets results. Alchemy Worx’s client list includes names like Tesco, Expedia, and Hilton.
A Better Way To Look At Engagement Is To Focus On Customers, Not Campaigns
If you can boost the percentage of your customers who have ever opened or clicked on an email,
you will most likely boost your revenue as well- and if you email your list more often, that’s exactly
what will happen, Quist Says.
And even if your email never gets opened or click on, it still makes an impact. Fleeting glances at
subject lines can add up to a powerful branding impression over time. If you have a good message
to send, “you could send it to one person, or you could send it to a million, “Quist says.
If you’re getting unsubscribes because of a boost in email frequency, that doesn’t necessarily mean
it’s a bad thing. That only means they weren’t interested in buying your product, to begin with.
If you’re wondering if you are doing your email marketing the right way here is a good course to
get you on the right path – Email Marketing Made Easy