The very first email was sent to 400 people in 1978 and resulted in $13 million in sales, and the equivalent of $78 million in today’s dollars. That’s quite the ROI!
Today is very different, and many of us receive dozens, if not hundreds of emails each day. We can quickly spot spam.
So, what works and what doesn’t work when it comes to a successful email marketing strategy? Here’s my list of 3 things you should stop doing when it comes to email marketing:
- Stop sending without permission. Getting into someone’s inbox should be like being invited over for dinner. Don’t just barge in uninvited. Growing an email list takes time, but doesn’t have to be difficult.
Set up multiple ways for people to sign up to receive your content via your website. You should include top funnel, middle of funnel, and bottom of funnel content so that you are communicating to your website visitors that are in each stage of the buying cycle. For each form, make sure you are clear on what you will do with their email address. Will they receive discounts? Exclusive information? A weekly newsletter? Make it clear and then deliver on your promise.
- Stop sending the same message to everyone. You’ve got to send relevant content. Unsubscribing just takes a single click – and people won’t hesitate to unsubscribe if you aren’t sending useful information.
This doesn’t mean that you can’t “sell” to your email list. Take Amazon for instance. They routinely send their subscribers lists of suggested products. But these suggestions are related to past buying habits, so these emails are relevant to their audiences.
- Stop assuming what works. As your business grows, your email list grows, and times change. What worked for you in the past may not continue to work. Make sure you are using an email service that provides analytics. Try A/B testing. Continually monitor which emails are getting the best open rates, the most click throughs, and highest conversions. Set goals for improving and continue to try new messaging.
Email marketing is still one of the most cost effective marketing strategies. It is very effective when done right. If you need insights for improving your existing strategy, or need expertise in putting together a new campaign, I’d love to help.
