BY Kathy Crosett
The best email marketers make it look so easy. They blast out their campaigns, and the orders roll in. If you want to copy their success, you first must learn their secrets.
Email Marketing Metrics
It’s worth perfecting email marketing. Mailmunch reports that for every dollar invested in this form of marketing, a business can expect a return of $38. That’s an enormous ROI.
However, not all industries and businesses can expect the same level of return. Before your client sends out their next email campaign, analyze the ROI they have been experiencing.
On a basic level, they should be able to tell you a few details about their engagement with interested recipients. On average, across all industries, the data points and averages for email messages are:
- Open Rate: 41.3%
- Click Rate: 3.01%
- Conversion Rate: Between 1% and 3%
We all know that email campaign results don’t always match expectations. To improve outcomes, your clients must track the details.
For example, the best email marketers try to minimize their bounce rate. If your client’s email list contains old addresses, the message may never reach the intended recipient. Instead, the server will return an error message.
Email List Management
The average bounce rate for email campaigns is 0.41%. To reduce this number, encourage your clients to clean up their email lists. Another option would be for you to sell your email list management services to them.
Email Frequency
Another common email problem is the drive to unsubscribe. Consumers are overwhelmed by the number of messages they receive.
If your client sends out too many offers or pitches, they might cause a customer to unsubscribe. Currently, between 0.1% and 0.5% of email recipients ask to be unsubscribed.
Don’t let your clients risk losing valuable customers. They can use an initial greeting email to ask new customers how much email they want to receive. Based on that feedback, they should personalize their email outflow.
Avoiding the Spam Label
Many internet service providers now give email senders a score. With a good score, your clients’ messages will reach their destination. If end users complain about your clients’ email practices, the spam “police” will be on full alert.
Advise your client to send relevant content in email messages. They should also avoid “trigger” words and emojis in the subject line. These practices are followed by the best email marketers.
Email Timing
It’s not easy to stand out in the crowd of email communications. Advise your clients to time their email releases with when consumers are most likely to notice them.
Mailmunch data shows the highest open rates (18.3%) occur on Tuesdays. But Thursdays and Fridays are the best days for click-to-open rates (14.4%).
Landing Page Optimization
The best email marketers know how to optimize the results of their campaigns. Remind your client that 29% of U.S. adults took action after receiving an email offer in the past 30 days. According to AudienceSCAN by AdMall, at least 46% of these consumers visited the advertiser’s website.
Websites
At this point, these consumers have engaged in an initial conversion. When they arrive at the linked website, your client has another opportunity to convert. You can promote your services to help marketers optimize outcomes at this point.
For example, the website should load quickly and present a clear call-to-action. On average, around 10.5% of website visitors who arrive through an e‑mail offer actually convert. They may fill out a form, download a report or make a purchase.
Conversion data
Statistics vary by industry, according to mailmunch. Here are a few average outcomes:
- Automotive 3.84%
- Health care services 11.11%
- Restaurants and food 39.93%
- Travel 10.35%
Email campaigns can deliver outstanding results for your clients. With your help, they can become one of the best email marketers.
Photo by Thirdman on Pexels.