email marketing (Page 7)

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For most marketers, this will sound familiar. You’re sitting around a conference room, trying to figure out how to best engage your leads and customers, sell more products, or just “stay top-of-mind” for your target audience, and someone decides there’s a solution that can solve all of those problems at once: an email newsletter!

Suddenly you’re “volunteered” to do it. And you’ve got make sure that open and clickthrough rates don’t dip. Oh, and the first one needs to go out tomorrow.

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If you’re serious about improving more conversions, you need to start thinking of conversion rate optimization (CRO) differently. CRO isn’t just about making small adjustments to a landing page to get 5% more conversions. But if you’ve tried moving page elements around, tested variations of your copy, and optimized your form, but still aren’t seeing meaningful conversion gains, don’t worry — all is not lost.

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It wasn’t until late afternoon on April Fool’s Day when I came up with the idea for an epic prank.

No, not covering a colleague’s desk with Post-It notes or planting staplers in Jell-O. I’m talking something a little more … client-facing.

Let me quickly give you some context here. My marketing consulting company, Brand Builder Solutions, is a very strong advocate of all things inbound marketing.

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I have some bad news: Your email marketing database degrades by about 22.5% every year. Your contacts’ email addresses change as they move from one company to another, opt-out of your email communication, or abandon that old AOL address they only use to fill out forms on websites.

As a marketer, it’s your job to make sure you’re constantly adding fresh contacts to your email marketing campaigns so you can keep your numbers moving up and to the right.

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Like many other marketing channels, email is constantly evolving — and it’s up to marketers, sales reps, and other professionals to stay on top of these changes. Ask yourself: Are your email campaigns optimized based on current, relevant data?

To help you put your best email foot forward, we collaborated with Market Domination Media to create the infographic below.

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Email has become the primary way most of us communicate in the business world — so much so that it often replaces face-to-face interactions. Just think about how many people you’ve emailed, but never actually met.

This is especially common for marketers today. For example, as a blogger who manages contributors, sets up interviews, and coordinates across teams, I send a lot of emails to people who’ve never met me. 

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I’d venture a guess you get tons of emails in your inbox every day. Coupons, daily deal sites, newsletters, password resets, lead nurturing emails, social media notifications, invitations to friends’ parties, and maybe even a few emails from your mom. That’s a lot to sift through, never mind actually open.

So what makes you want to take that extra step to actually open an email? Often, it’s the subject line. After all, it’s your very first impression of the email — and from it, you’ll do your best to judge the content on the inside.

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Every single day, 196.3 billion emails are sent or received. That’s about 26 emails per day for every single human being on the planet — and since, of course, not everybody on the planet is online, the number of emails per head per day is actually a lot higher.

The frequency of email sends, and the pressure many people feel to check their email constantly, makes it an appealing channel for marketers trying to reach their customers and prospects.

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