In a time when people get bombarded with emails on a daily basis, it can be difficult for some companies to believe in the power of email marketing. Some might think that messages won’t get read or that the return on investment won’t make the campaigns worth it.
The truth is that 74% of adults who use email prefer receiving their commercial messages via email.
That’s right; people actually want to get marketing emails. Maybe this email thing is worth a second chance. Let’s take a look.
Work Smarter Not Harder
There’s a reason that this tired phrase keeps getting dragged out: it’s effective. When it comes to email marketing, the key to success is getting the right messages in front of the right people at the right time. In other words, to get the most out of marketing dollars, marketers need to focus on whom to target and think about what they would like to see. Then, figure out when they are most likely to be receptive to a message and fire it off.
Growing the List: The Real Investment
Gone are the days where shady marketers would waste money buying lists and sending messages to every address they could get their mitts on. Today’s savvy email marketers collect lots of information on their potential recipients to deliver targeted messages that get the job done. List-building is where marketers should be investing their time and money.
- The Opt-In. This is where website visitors give their email address along with permission to send newsletters and other marketing messages. These areas should big and bold throughout the website so people see them and engage.
- Offer Value. Nobody is going to sign up to be pestered. However, people will sign up so they don’t miss awesome content that they love. Let people know what they will be getting by keeping blog content stellar and showcase social credibility by displaying how many subscribers or Facebook fans the business has.
- Give Something in Return. In exchange for their precious contact information, offer readers a valuable white paper, coupon, eBook, or something else of value. Keeping track of what people want in exchange for their contact information will also help target future messages based on readers’ interests.
- Ask Nicely. And “ask nicely” actually means to try a bribe. Host a giveaway that enters subscribers into a drawing or offer a discount to anyone that gets their friends to subscribe using a referral code.
The Bottom Line: Getting that Return on Your Investment
Building a great list only requires an initial investment of time and expertise to get right. After that it’s ongoing monitoring for success and small changes to optimize. These methods also provide a glimpse into what subscribers want to hear so that messages can be highly targeted and less likely to be ignored.
Timing also plays a key role in whether messages get opened and how readers respond. It might take a little testing to get individual timing down, but there are some common times that are a good place to start:
- 9:00 a.m. The beginning of the work day is typically a good time as people skim through their messages while they drink their coffee and prepare for the day.
- Lunch Time. People like to read and catch up over lunch. It’s not a great time for a marketing email, but can be a good time to promote news and articles.
- 5:00 p.m. A great time to catch people at the end of the work day. People who ride the train and bus often distract themselves with email during this time, too.
- After Midnight. The wee hours of the morning are best avoided as few people are checking email. Also, messages that are sent during this time can get buried by those that come in later in the morning.
Make it Work For You
Clearly, the email marketing game is nothing like it was even five years ago. By paying attention to the needs of the recipient, companies are experiencing better results than ever before. In fact, some email marketing experts claim an ROI of over 4,000%. While every campaign probably won’t see numbers that high, it’s certainly possible to get a positive return on investment. NPWS knows how to make the ROI of email marketing work for you. Give us a call at (508) 755-6797 to get started.