Metrics in email marketing.
Reacting to them to improve your campaigns…
It doesn’t matter whether you love numbers or despise them, to analyse your email marketing campaigns, you will need to spend some time looking at them, In order to improve your campaigns.
Us email marketers know that it works, its tried , tested and proven to be the best form of marketing…when done properly.
But there are still a select few companies out there that brings the reputation down.There are still a lot of people that think that email marketing and spam is the same thing…
In my opinion, the travel and tourism industry doesn’t use email marketing to its full potential.
Around January time I signed up for a few of the industry leaders newsletters, although I am surprised at the lack of emails that I have received.
I have years experience working in travel and tourism and have been working in email marketing for a while now, long enough to call myself an expert.
For you to get the most out of an Email Marketing campaign, first of all you need to make sure that your campaign is getting through all of the aggressive spam filters. These aggressive spam filters work in a simple way, for everything that they see that they don’t like, they will give you some points, if you get too many points then it will be classed as spam and only reach the junk box, or worse not get in at all. These aggressive spam filters work in a very simple manner, your message receives a score and is marked down for any spam-like elements. Too high a score and your message will be sent to the junk folder, or even worse, bounced straight out by the server.
Everyone wants a bigger list, the bigger your list the more people you can send out to promoting your services and products.
But something some companies are getting wrong is that they are sending to people that, to be honest, do not want to receive. Some of it maybe old data, some of it maybe data that has been bought.
Retail and Email Marketing.
Retail is arguably the sector that gets the most out of email marketing. Every big retailer is absolutely all over it. I receive 3-4 emails a day. I probably open 1 in 5 and go through to their site because of the email. These guys are sending millions of emails, and getting an average open rate of around 20%, so every day they have hundreds of thousands of people on their website, that probably wouldn’t be on there if it wasn’t for the email.
Email marketing works. I know that it does, if you're reading this blog, the chances are that you know that it does.
Most email marketers tend to use 25% as the average when it comes to open rates, this is a number obtained from DMA email benchmarking reports, but this is an average that covers all sectors.
I have lost count of the amount of times that I have been asked ‘so does email marketing actually work?’