“If you are not seeing the e-mail channel as a money-making machine, then you have the wrong strategy.” – Hans Smellinckx
The above quote by an eminent marketing scholar aptly conveys why e-mail campaign is at the top of the list with a mind-boggling RoI (Return on Investment) as high as 3400% since it has a unique ability to create valuable and personal touch at scale!
However, having a bigger e-mail database doesn’t serve your purpose because reaching the inbox is not your goal-engaging people is!
Statistics reveal some of the interesting facts and reasons good enough to have a smart e-mail campaign in place.
- 21% of marketing e-mails are marked as SPAM
- 43% of e-mails marked as SPAM are influenced by the sender name(because it sounds like SPAM)
- 69% of emails marked as SPAM are labelled so based on the subject line
- 35% of marketing emails are opened based on the subject line alone.
- Being added to a single e-mail blacklist can drop deliverability rates by 25 points.
- E-mail lists with 10% or more unknown users experience only 44% e-mail deliverability rates.
- 30% change their e-mail address each year.
- Optimizing e-mails for image blocking increases RoI by 9+%.
- 84% of people in the age group of 18-34 use an e-mail preview pane.
- People who buy products through e-mail marketing spend 138% more money than those not receiving offers.
- 44% of marketing e-mail recipients will make one purchase in a year based on promo e-mails.
- 35% of working professionals use e-mail on a mobile device.
- 80% of social network users have received an unsolicited e-mail.
Source: Convince and Convert
Now let’s have a quick look at the possibilities and challenges and also solutions to implement e-mail marketing which would re-structure our strategies in enhancing acquisition, retention and re-activation of the end-users.
E-mail spam also commonly known as junk e-mail, is unsolicited messages sent in bulk by e-mail. This unsupervised junk e-mail, if send without appropriate precautionary measures, is as dangerous to the health of your business as junk food is to your own health! These are generally perceived as a threat by the recipients that might possibly lead them to phishing websites or sites that contain malware and that’s why end up in the Trash bucket of the e-mail account without even getting opened which adversely impacts the genuine marketers for no fault of theirs though their intentions are not malignant like those of fraudulent spamsters. ISPs(Internet Service Providers) which are the major e-mail providers like Gmail, Hotmail,Outlook and so on can blacklist or even terminate the senders’ domains and their IP addresses based on number of spam complaints reported to them by their users or suo-motto by installing spam filters, resulting in a huge set-back to these organizations.
The SPAM trap can be avoided though by exercising vigilance and due diligence to not get caught into the spam box. Ensure that there are no words used in the subject line or the content of the e-mail that would land you into trouble. There could be some industry-specific words and phrases but some buzzwords that trigger activation of spam filters are – Work from Home, Earn Extra Cash, Extra Income, Online Business Opportunity, Clearance Sale, Earn $, Free Trial, Cheap, Subscribe and Unlimited to name a few. Avoid using these words as much as possible to thwart e-mail campaign’s benefits. It is also advisable to not use letter in capital font, fancy fonts and exclamatory marks in the subject line and not go overboard with info-graphics and attachments. Subject lines are the ‘secret sauce’ in any successful e-mail campaign that play a pivotal role to drive more opens, more clicks and more conversions and the content has to be more personalized based on appropriate customer segmentation. We need to ensure that the sender name is a recognizable one and not generic or obscure. The frequency of the mails, the timing when it is directed at the prospect and the length of the content also do matter in keeping the user interested and not provoking him or her to put all your marketing efforts into the trash bin. Permission Marketing is a wise decision as not respecting the sentiment to click on the unsubscribe option can get you labelled as a spammer. Beware of the fact that trespassing is prosecuted!
Email bounce is like a cheque bounce for the reputation and credibility of the sender is at stake and makes him pay a heavy price in the long run from receiving warning notices to paying penalties to getting banned. E-mail verification or validation tools can come to your rescue to avoid such unwanted situations. The e-mail address could be a dead one , a closed account or simply the syntax or the domain name could be an incorrect one or incomplete due to a typo error. These unverified addresses pose a wide range of threats like hampering the deliverability rates , a surge in costs and reduction in RoI, unrealistic and unreliable database to your sales and marketing teams or targeting disinterested prospects. And that is why a clean and corrupt-free mailing list is the key to successful campaign.Having a validation tool in place would help you ascertain the accuracy of your database, keep it up-to-date and even make you evaluate your e-mail collection methods and bring you closer to ground realities!
The current e-mail marketing trend perfectly summarizes the essence and relevance of AI and ML – “With interactive features working their way into the inbox, the use of artificial intelligence taking off , as well as predictive marketing becoming more common, email’s value will only continue to increase.”