Effective and Non-Effective uses of email campaigns
How email marketing can increase sales and customer retention and how it could hurt your business.
Often when people think about email marketing “SPAM” comes to mind. This is due to the fact that people deal with 
email spam on a daily basis and extremely dislike it. SPAM is a unsolicited email, meaning, that the person does not ask to receive the email.
Email Marketing is an excellent tool for customer retention.
When we speak of customer retention we’re referring to the following actions:
- Building a Relationship with the customer or client
- Keeping in regular contact with the customer or client
- Touching Base at least once per quarter (industry dependent)
- Notifying the customer or client of a special or sale
- Sending the client useful information
All of these are excellent ways of building the relationship with the client or customer and will retain the customer since it will build loyalty with the client or customer. An Email Campaign is a great way, if executed properly, to do all of the actions above.
Even with the best intentions there is much underlying data when it comes to managing an Email Campaign.
You need to constantly maintain this based on:
- Bounce Rates/Statistics
When an email is sent to an email address that is old or non-existent or “bad” the email with not be delivered to the account holder and the server will reject the email request and return as undeliverable. This is considered a bounce and the bounce statistics is the rate of emails that are “bounced” vs your total number of emails sent in that particular batch. It is very important to monitor this because the servers are interconnected and if you have a high bounce rate you will be labeled as a SPAMMER and even legitimate mail will not go though. - Unsubscribes
The customers on your email list are legitimate but they may not wish to receive emails from you any longer so they will unsubscribe. This needs to be monitored and you make sure the user is taken off all email campaigns related to your company, otherwise the user will become very upset still receiving email message from your company and may report you as spam, when in reality you had removed them from that particular email campaign. - SPAM Notifications
We hope never to get these but it happens all the time. If you notice in most large email clients like AOL there is a button “Mark this as Spam” if clicked it reports your email address as spam, as i mentioned earlier all the servers are interconnected so if you get enough of your recipients reporting you as spam your email will be black listed and people will no longer receive your emails. The reason they may happen in a legitimate email campaign is that a recipient is too lazy to look though to the bottom of the email for an unsubscribe link. A great way to counter this effect is by adding the unsubscribe to the top of the email as well as the bottom. - Best Days to send emails
We can apply statistics to everything, even what day is the “Best” day to send emails. We consider the “Best” day Tuesdays. Statistics show we get the highest open and click through rate (see below) on Tuesdays thorough any industry. This is a general statistics contact us to get more information on what the best days are for different types of content. Ex: Newsletters, Surveys, Specials etc… - Open Rates/Statistics
The Open Rate or Open Statistics is the percentage of people that opened your email divided by the total number of emails sent through in that email batch / email campaign - Click-Through Rates/Statistics
The Click Through rate or Click Through Statistics is the percentage of people that clicked a link within your email divided by the total number of people that opened your email in that specific email batch / email campaign
Due to all the variables and underlying information it is often best to hire a professional for managing your Email Marketing / Email Campaigns. We would be more than happy to do this for you.
Please contact us to get more information.