The way to your customer’s heart is through their inbox.
Maybe not the only way. But an extremely powerful one.
The sheer might of email as a marketing tool continues to boggle minds. Check out this blistering spray of fact-shrapnel:
- Email conversion rates are 3x higher than social media (and are worth 17% more) (McKinsey & Company)
- 7 of 10 people say they have used a coupon or discount from a marketing email in the previous week (blue kangaroo)
- Email is almost 40x better at acquiring new customers than Facebook and Twitter. (McKinsey & Company)
Inboxes are just like elbows: almost everybody’s got at least one.
And 91% of all consumers use email daily. Which means you can reach just about every breathing human, no matter their demographic, location, or position in the sales funnel. When the gods of marketing bestowed on us this potent method, it was a very good day.
You pay postage at the low, low rate of no dollars.
This helps bring your cost-per-lead or cost-per-sale way down, compared to sending printed stuff to metal boxes in front of people’s houses. (Not that there aren’t good reasons to do traditional direct mail. We cover those here.) The ROI of a good email campaign can make even the sternest VP of Marketing giggle like a schoolgirl.
Play by the rules and people like you—they really like you.
People actually love receiving commercial communications via email—as long as it is done on their terms. (82% of consumers open email from companies. [Litmus]) Marketers who abide by the conventions of courteous, opt-in email relationships with their customers are rewarded with both loyalty and sales. Reputable companies have all taken the no-SPAM pledge and now only skeevy operations even consider using it.
The important subject of subject lines.
You can think of that little subject line box as your window of opportunity. You’ve got just a few words to convince the recipient to open your email up. There are two valuable tools that greatly increase your chances here. The first is to use an experienced copywriter like those found at Red Letter Marketing, who have a few tricks up their keyboards. Second is the A/B test. Even our most brilliant copywriter will never be 100% certain that a particular subject line is “the one.” That’s why the gods invented A/B tests.
Proper targeting and astute scheduling get your message to the right person at the right time.
This is where our team can really add some heft to your results. They dig to find out who will be most receptive to your message, and at what time. We will have helped you clarify exactly what you want the recipient to do, so when the results start rolling in, we know we’ve done everything we can to push them as high as possible.
A good email has a clear call to action, like this one:
Let us show you more about how we have used email marketing for our clients, and how we might put the tool to use for you.