3 R’s of Email Marketing

Reading

If you want to maximise your read rates you need to find out what works best and who it works for. The average email marketing campaign receives an open rate of 20% – 40% and can generate response rates that are up to twenty times higher than direct mail.

You can use this knowledge to decide the structure of your message and time for delivery. Remember Email Marketing allows you to be time critical, take advantage of this. Some people read their emails every hour, others do an early morning inbox clear out and then revisit them at lunch time.

Does your email have a weekend feel or will it need the reader to have their business hat firmly on? Consider when you want your message to be read and the time it’s most likely to catch your reader’s attention. Most inboxes are busiest in the morning. Email marketers tend to send their emails during the day to avoid this inbox clutter.

Well planned campaigns will return much higher read rates, So make sure you have a clear idea of what you want to achieve before sending your email.

Reports

If you’re using an Email Marketing provider you’ll already have all of this at your fingertips. If you’re not using any email marketing software you will need to create reports that help you answer these key questions:

  • How many emails were delivered?
  • Who read, when and how many times?
  • Who clicked, when and how many times?

The answers to these questions will help you qualify sales leads, tailor future offers, improve your email copy and better understand your market. All of this will help you grow your business and improve communication between you and your target audience.

Return on Investment

It’s important to calculate the return you make on each email campaign. Email Marketing is widely considered to return excellent ROI due to it’s low cost, high readership levels and ease of response.

Leave a Reply