Are You Doing Email Marketing The Right Way?

In Uncategorized on 26 March 2009 with no comments

When it comes to email marketing, a lot of marketers usually like to focus on one thing.

The size of the list.

"How big is your list?" That’s the perennial favorite question of many.

And understandably so.

A lot of us have an obsession about size.

You know. People say size matters. Okay, maybe yea, for your spouse. It does. But let’s not go there. =)

When it comes to email marketing, while there is no doubt that size IS a major factor, however the more crucial question should be…

Is Your List Quality?

Yes. All else being equal, Quality should ALWAYS take precedence over QUANTITY.

Of course, having both quality and quantity is the ideal case.

Unfortunately in life, things are often not as ideal as we want, don’t you think so?

Why I emphasize about quantity is because for whatever marketing dollar we invest, we have to aim for the highest possible return of investment.

We want to be effective and efficient in our marketing.

Having said that, here are several issues for you - the email marketer - to seriously ponder…

- Do you talk often to your subscribers?

- Do you offer value to them?

- Do they respond to you?

- Did they opt in to your list in a permission based manner?

- Did you do a double opt in for your list?

- Have they ever bought from you?

- Do you have a consistently high open rate and click through rate?

- Do you have a low unsubscribe rate?

- Do you get few or zero spam complaints?

If the answers to all are yes, then you know you are on the right track.

Well done. And keep it up. That’s the way to go.

In fact for the last point I mentioned, if you can consistently maintain a high click-through rate AND conversion rate, your profits are see a marked improvement.

I once helped a good friend of mine, together with another, who is a stock investor, to maintain his email list. This list pertains to the investment niche.

As we only recently set it up for just a few days, the list size is very small. Positively minuscule in fact. Merely 71 subscribers.

What we do is that we constantly talk to the subscribers. We shared freely. Built a relationship with them. Make them feel like we are friends to them. No different from you and me.

Soon, there is the "TRUST" factor being established there - a major component for marketing success.

You can take a look at the email statistics below when we sent out a broadcast message. 95.8% open rate and 42.3% click through. Not bad even if we do say so myself!

email marketing

By the way, the broadcast message was for a meet up to a sharing session. We did the email copy as we usually would. Sold them the benefits of attending. Place some limitations to induce urgency and so on…

Okay, so here’s what eventually happened…

Well, obviously the copy must have worked. Our relationship definitely have played a part too. Cos you know what…?

More than 100 people signed up for the sharing session even though we only had 71 people in the list. So there were some of these people must have told someone!

Ahhh….the power of word of mouth marketing.

And we haven’t even got started!

So there you have it. E-mail marketing can be potent - if done the right way.

Did you do yours the way it should be?

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