Updated: Jan 15
When you send an email out to your database, and after a week, you check statistics to see a 2% open rate, a 3% click rate and a 10% unsubscribe rate, you might start to buy into the notion that email marketing is dead. Aside from that, you are bombarded with ads telling you that automated chatbots in Facebook Messenger are the next big thing. Recently, a marketer I know posted “Today, Messenger is where email was 5 years ago.”
Google “Messenger use statistics” and you will see a ton of page one results touting how Messenger has become the wave of the future, and will replace email in the near future. However, a cursory examination of these sites shows that they are published by companies that create Messenger chatbots and market on Messenger exclusively.
While POSH Detroit is no slouch in the Messenger marketing game, we have experienced what unbiased researchers have confirmed. Messenger marketing is still lagging behind email in many meaningful metrics.
Researchers at Statista.com a neutral statistical analysis firm, have found that an equal number of consumers use Messenger regularly as never use it at all. Email, while seemingly antiquated, has had much less fluctuation in its use. As of December 2018, 79% of consumers check their email daily.
With all of this going on, it might seem hip to kick email while it is “down.” But is it down? The short answer is no. The long answer is more complicated. The OLD way of email marketing is down. But a new wave of technology & techniques is bringing email back in a big way.
Recently, POSH Detroit was tasked with building out a CRM for a client. This CRM had all the bells & whistles (automated email, auto-texting, a dialer). We created dynamic emails for the client, and set them up to go out at desirable intervals, following up with the lead in the database.
The results? Within a day, our client had 10 total positive responses, a 29% open rate, and a 12% click rate on the links in the emails. Only 4 people unsubscribed. Total emails sent out: 600.
What does all of this translate to? Our client sells mortgages and refinancing. With 10 potential sales, our client stands to make a substantial amount of money.
Another client of ours is in the retail space. They are experiencing open rates of 4.35% from their database of 622,000. That’s 27,000 emails that were opened. Of those 27,000, 14.5% are clicking the “deal of the day” link in the email. That’s around 4,000 people interested in the products they are selling. With a profit of about $60 per item, if even 25% purchase the item, that’s $60,000 per day.
So what is being done differently? First off, much of this has to do with the subject lines of the emails. Compelling, non-spammy subject lines will catch the recipient’s attention. Using emojis in the subject line is also helpful.
In the body of the email, it is essential to get to the point quickly. If you are trying to start a conversation with a potential client, then it is imperative to ask an open question. It is best if the only possible answer to your question is “yes.”
Crafting compelling emails is important. So is sending them at the right time. Catching someone during dinner, or during a traditionally busy hour at work ensures that your email will either be ignored, or worse, annoy the consumer.
Products such as Bombbomb are making video email a reality. Video email is 70% more engaging than plain text email as well. In a world where it is harder and harder to get face-to-face with a potential customer, video email provides this opportunity in a comfortable way for the consumer.
Writing copy that reduces friction for the consumer is essential. Gaining their permission prior to sending this frictionless email is essential.
Let’s say you sell auto insurance. If you were to send random emails to everyone with a spammy subject line like “HEY I CAN GET YOU A BETTER RATE”, you’ll be ignored quickly. However, if you are running an ad on Facebook where you are promising to deliver valuable information in the form of a buyer’s guide via email, then the marketing you are sending is expected & relevant, which is what the old style of email marketing isn’t.
At POSH, we understand that marketing your business isn’t always easy. As a business owner, you have enough to do without having to figure out how to write emails that will convert into sales. That’s why we’re here. We do what we do best, so you can do what you do best.