How Less Is Becoming More With E-Mail Marketing


How Less Is Becoming More With E-Mail Marketing


There has been some interesting reading coming out of research into how companies are sending e-mails that is well worth thinking about when putting together your next e-mail marketing campaign.

Research by SendGrid has found that companies are now sending fewer e-mails to clients. The average company now sends out 8.1 emails a month in 2017 when compared to 9.6 in 2016. Where it get’s interesting though is that with this reduced frequency has come a higher open rate, increasing from 26.3% in 2016 to 30.7% in 2017.

In many ways it isn’t surprising news. Even way back in 2009 it was reported that 65% of UK Consumers felt that 75% of e-mails they were receiving were irrelevant to them. With companies looking to boost short-term sales with badly thought out e-mail campaigns they are actually burning bridges between themselves and their customers. It seems that the lessons are slowly being learned and companies are starting to learn less is more.

How should this change your next e-mail campaign.

Before another e-mail is sent in the name of your company you need to have a serious think about your current strategy. As the existing research shows sending e-mail after e-mail to prospective customers just isn’t going to boost sales for your company. A much smarter response is needed.

Think about who is actually getting your e-mails. One of the major bugbears for customers is getting e-mails which seem to have no direct relevance to their current situation. If you are just sending out blanket e-mails to your entire list then it’s highly likely that a lot of your list aren’t going to be interested. Think more about segmenting your list so customers get e-mails much more closely linked to their wants and needs.

How is it different from other content. One of the worst types of e-mails is the straight copy and paste from a Social Media site. If the customer is already following the company on Social Media then they are going to be burned out by the message already. Look at e-mail as a way of developing the relationship you have with customers, whether it’s offering incentives to existing clients or providing news they’d be interested in. Don’t clog up their inboxes with junk they’ve already seen.

Know when to cut your losses. If a customer hasn’t opened your past 14 e-mails it’s unlikely they are going to be too receptive to the message in your 15th. Sometimes, removing people from your lists and adding new prospects can be much more rewarding. If they are interested in what you have to say then they will undoubtedly find their own way back.

Need Help With Your Next Campaign?

At 156Digital we are experts when it comes to developing e-mail marketing that will help to develop a great relationship between you and your customers. With a great deal of technical knowledge we can create campaigns that really work!

So what are you waiting for? Either use our contact form or give us a call on 01270 768821 today and take the first steps towards building an even stronger bond with customers.

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