19 Reasons Why Email Marketing’s Not Dead Yet  (#15 is Critical For Your Bottom Line)

19 Reasons Why Email Marketing’s Not Dead Yet (#15 is Critical For Your Bottom Line)

“Nobody reads email.” “People get too much email already.” People keep saying variations of the same thing: Email is dead. And yet – despite all these predictions – year after year email continues to stay strong. 2015 showed that email is still the best way to reach your market and your goals. Goals like: Nurturing prospects to full-fledged clients Keeping current clients close and connected to your brand (safe from attrition) Put more offers in front of a receptive audience, through well-timed, well placed offers. A lot of people like to give huge laundry lists of stats with no context or meaning. They look VERY IMPRESSIVE and come in handy for people writing reports. But they can be a bit too much. What the heck do all those statistics mean anyway? Here are 19 important email marketing statistics, and why they matter. REACHING YOUR AUDIENCE STAT #1: 90% of emails land in the recipient’s inbox. (Forrester) WHAT IT MEANS: Email is the perfect medium to get the message across Email marketing has a ridiculously high delivery rate. According to Nate Elliot at Forrester, 90% of emails land in the recipient’s inbox. Now, let’s take a closer look at Facebook. The last few years have seen social organic reach plummet. As I covered in Why Email is Eating Social Media’s Lunch as few as 2-6% of your Facebook fans actually see your posts. Facebook seems to change the rules for ‘organic’ or unpaid exposure regularly. The general consensus is if you want to stand out in social media – you’re gonna have to pay. Look at it this way. If you...
How Email Marketing is Wasting Your Time.

How Email Marketing is Wasting Your Time.

Yes, email marketing is wasting your valuable time. “Wait a minute,” you might be thinking. “There are over 3.2 billion email accounts. 91% of people check their email at least once a day. Over 50% of all emails are opened on mobile devices. How on earth am I wasting my time with email marketing?” Look, there are over  409,000 Google results for “email marketing tips.” You could spend a month reading about how to write the perfect subject line, what your first three emails should say, what words you NEVER use in an email. And tools – boy do we have tools! Automated email campaigns, templates, behavior-based responses, CRM integration. You name it. If you’re not careful, all these tips, guides and tools will completely waste your time with premature detail work. Before you start playing with cool tools, crafting the perfect subject line, or randomly writing one-off broadcast emails to your entire customer list. Before you put down a SINGLE WORD – you need one thing: an email strategy. Here are three things you can do today to get a grip on your email strategy: 1. Set a goal, determine your objective. If you are looking to run an email campaign, chances are you already have a goal in mind. You need a goal AND an objective. They are not the same thing. What do you want to achieve? That’s your goal. How will you know you achieved it? That’s your objective. Goal: Sell more amazing glow-in-the-dark, underwater toasters. Objective: Increase sales by 10% in the next quarter. Open rates and click-through rates are not objectives. They are performance metrics. Have a campaign with great open and click-through rates but didn’t...
Why Email Is Eating Social Media’s Lunch

Why Email Is Eating Social Media’s Lunch

Email isn’t sexy. You never hear anyone talk about it the same way that they mention Facebook, Twitter, Instagram – you know the ‘cool’ places where people are being social and building communities of ‘raving fans.’ I’m going to let you in on a secret: email is stronger than ever, especially with the customers who matter most: your existing customers. The ones who have a history of doing business with you and who are most likely to buy from you again. Look – over the past year or so, Facebook has been reducing “the organic reach of postings.” In plain English that means when a business posts on Facebook, less than 6% of your ‘fans’ will see it in their news feed. So if you have 100 followers and post something on your business page – maybe, maybe 6 people who liked your page will see it. With even more recent changes, that 6% is expected to plummet even lower. In some cases, companies have seen their organic reach drop to 2%. TWO PERCENT. All those posts you’ve written, all those really cool memes you’re sharing, all those questions you’re asking to start ‘conversations’? Next to no-one sees them unless they go to your Facebook page. I’m not saying it doesn’t happen at all – but, from personal experience, the News Feed pretty much IS Facebook for most people. The long and short of this: if you want to be seen on Facebook, even by your fans, you have to pay. And that’s fine – it’s just not what most people think of when they talk about using social media. When...