How strategic are your email marketing efforts? How strategic would they be if you knew you’re almost guaranteed to grow your revenue by sending better emails?
Industry experts know email marketing works. ProfitWell suggests email as the first thing you should focus on when it comes to revenue growth. Shopify even calls email marketing one of the best ways to get the most out of your marketing efforts, especially when trying to connect with customers on their mobile devices.
Sometimes “done” is better than perfect, but not when it comes to sending emails to your clients and customers. In fact, “done” – those emails you hurriedly send ‘just to send something’ – can sometimes do you more harm than good.
We explain how to get more from your customer’s inboxes, and why it needs to be your primary marketing focus.
More People Use Email Than Social Media
Actual numbers vary, but it’s widely accepted that at least 1.5 billion people worldwide use Facebook at some point throughout their day. But wait. Before you go updating your status or making another post, just consider that more than double that are accessing their emails multiple times a day. 3.8 billion people, to be exact.
But with each of those users receiving an average of 125 emails every day, you’ve got to be doing email marketing well to both make it past the spam filters and into your customer’s attention span. Just sending the email won’t have an impact on your revenue, you need people to both open it and take action to really see results.
And when we say results, we mean revenue. One of our favourite marketing automation platforms Klaviyo recently did a case study on their client Paw.com, a US pet care brand who were able to attribute 30% of their YOY growth to their email marketing strategy.
Know Why You’re Hitting Send
Every email should have a specific and strategic purpose. This is not just about ticking off “send monthly newsletter” from your to-do-list.
You need to know what you want people to do with your email once they’ve received it.
Obviously “say nice things about us and spend more money” are goals we all have, but how do you want them to do that? And how are you going to nurture them through all stages of your customer life cycle? How will you know you’ve been successful?
Knowing your reasons why you’re sending the email out will help you ensure that your emails are received by the right people at the right time and that’s going to have a positive impact on your bottom line.
Know Your Numbers
Email marketing isn’t done when you’ve hit send – in fact, it’s often just beginning. You need to really analyse your data and understand how your emails are performing.
The key ones to pay attention to are open and click through rates because this gives you immediate insight into how engaged your database is with your content. The click through rate is going to help you match email subscriber behaviour with your revenue growth.
Understanding how your subject line performs is also crucial, and using A/B testing to determine which content your audience engages better with will also ensure you’re able to make informed decisions and choices around your email marketing strategy.
Segment To Reward & Remove Contacts
Unless you’ve had a fluke or have an extremely loyal and engaged database, if you want to grow revenue through email marketing you will need to segment your contacts.
Segmentation allows you to send highly personalised, targeted communications to groups of users instead of your whole mailing list. This lets you tailor your messages based on things like customer demographics, their behaviour and more.
One industry expert recently tweeted that people who want to make more money from email need to immediately implement two segmentation hacks:
1. Sending ‘something special’ to subscribers who have opened your last ten emails and
2. A winback for anyone who hasn’t opened your email in the last 90 or 180 days, removing anyone who still doesn’t engage.
Of course that’s not the only way you can segment your database. There are almost limitless possibilities for how to send better emails to the right people.
Learn From Our Million + Email Sending Experience
At Greenfish Marketing, we’ve sent over 1,000,000 emails for our clients as part of digital marketing strategies. We’ve gotten some great results too – Boost Lab saw their email marketing revenue grow from 18% to 37% in less than a year working with our team.
We know how to send emails that get opened, and make people spend money with you.
We don’t gate keep that knowledge though – we’ve compiled an Email Sending Checklist that details what you need to do, and what you need to focus on, when sending your marketing emails.
It covers everything you need to know, including reviewing performance; developing your strategy; targeting your audience and how to create content that both engages and converts your customers.
Book a Strategy Call with the Greenfish Marketing team today to find out how you can get more out of emails.