Email Marketing: How to Make It Into the Inbox

Jul 26, 2022

We’ve already told you why email marketing is important and how to get started. You can read about it in our earlier informative blog post , but here’s a summary: 

  • There are 3.9 billion daily email users.
  • Mobile opens account for 46% of all email opens.
  • 35% of business professionals check email on a mobile device.
  • 73% of millennials prefer communications from businesses to come via email.

It’s easy to quantify your business’s investment in email marketing, but what about that ROI when those campaigns fall flat? What happens when the great content you send out doesn’t make it into the inbox? Or worse – your customers hit the “unsubscribe” button? 

The good news: It doesn’t take much to optimize your email marketing strategy and get your content straight to inboxes, where it has the best chance of converting readers into customers.

Start With Open Rates

Recent studies based on data from 30 billion emails point to a universal open rate of 17.8% of marketing emails across various industries. When you focus solely on the retail industry, the open rate is lower than the average at 13.9%. Click-through rates (the number of readers who click a link in marketing emails) come at a paltry 2.65%, which is also a universal number.

Setting up an automated email marketing system can give a much better picture of these stats in the context of your own business. If your numbers are lower than the average, it might be time to start looking at why and taking actionable steps to boost it.

There are a handful of reasons your open rates could be low, but a few are more common than others. One of the biggest reasons could be that your subject lines are triggering spam filters, which means your emails go straight to the spam folder without even a quick stop in the inbox.

A quick online search turns up plenty of guides and resources for specific spam trigger words and phrases. Still, your marketing messages can’t be overpromising on what your business can deliver. Anything that may sound too good to be true will raise a red flag for email service providers with very sophisticated, AI-based spam filters.

Avoid “Unsubscribe” Too

Spam triggers prevent marketing emails from going to the inbox, but mediocre emails could push your readers to unsubscribe altogether. It sounds like a no-brainer but think about the captive audience you have with your email subscriber list and all of the opportunities for them to convert. The higher the number on your list, the higher you can drive your revenue.

If recipients don’t feel like your marketing emails offer any value, they’ll cut you out of the inbox for good. This means that your content has to be fresh and consistent, and you should allow customers to choose when they receive emails (daily, weekly, etc.) Your emails should also be personalized and authentic, which can be achieved by subscriber list segmentation.

Another tip: It sounds counterintuitive, but it’s also important to include clear directions on how to unsubscribe. Better yet, give readers alternatives – instead of unsubscribing altogether, give them the option to reduce email frequency or offer feedback about what kind of content they’d prefer to see. 

Watch KPIs Closely

Look for metrics like open rates, conversions, unsubscribes, or responses to understand what’s working and what’s not. From there, pull out individual elements like subject lines or offers within the emails and tweak them accordingly. Also, make a list of which emails were undeliverable; you’ll want to reconcile these email addresses with your lists to ensure that your valuable customers aren’t inadvertently missing out on receiving your emails.

There are indeed several factors to consider when it comes to creating successful email marketing campaigns. Still, ultimately it’s a highly lucrative content marketing strategy that all businesses should use. We can help you learn how to leverage the power of emails. If you’d like to talk about the role that email marketing could play in filling your sales funnel, we’d be delighted to have that conversation. Contact us today and request a consultation for your business!

The State of Cybersecurity in 2024

09 May, 2024
What comes to mind when you think of a hacker or a digital scammer? A lone, 40-year-old man typing away at a computer monitor hunkered down in his mother's basement? An older adult who thinks she's on the phone with her granddaughter? Certainly not you? If that's your belief, it's time for a reality check. Cybercrime has increased by over 250% over the last two years, and the global cost of cybercrime is estimated to have exceeded 6 trillion dollars in 2023. The criminals behind these numbers are running highly efficient and effective operations – and many cybercrime organizations have hundreds of members/employees. The cybercrime industry intersects with international law, global politics, high-level business interests, fast-paced technological advancements, and human trafficking. While this information can be daunting, and the large-scale implications seem intangible, small business owners can't let overwhelming feelings prevent them from taking action. While many cybercrime organizations target large corporations, small businesses continue to be the most frequent victims of digital scams. The President of Moore Computing LLC, Fred Moore, recently presented "The State of Cybersecurity in 2024" to St. Louis small business owners. Let's review some of his key points and discuss the critical actions small business owners can take to safeguard their businesses, employees, assets, and their reputation. Types of Cyber Crime in 2024 Phishing Scams Phishing remains one of the most common scams affecting business owners and employees. The idea behind phishing is simple: a bad actor sends a message pretending to be someone else and prompting the recipient to reveal private information. Phishing scams are constantly evolving, with scammers designing email messages that resemble a standard email from a company, a client, or even the recipient's boss. Fred asserts that vigilance with links is vital. Be wary of any links sent in emails, especially those that ask you to share certain information. Verify the link before clicking on it. Take caution if you notice glaring spelling errors, conspicuous vocabulary, or something that needs to look right in the email's footer. It takes time to recognize these emails, and training can help. Ransomware Ransomware is one of the most detrimental cybercrimes. When cybercriminals target individuals or businesses with ransomware, a virus infects the computer system, encrypts data, and blocks the victim from accessing their information until they pay a ransom. The ramifications of a ransomware attack can be disastrous. Even if an attacked company can work with their legal team to pay the ransom or regain their data, the average downtime from a ransomware event is 21 days . When MGM Grand suffered a severe ransomware attack in 2023, getting their casinos and properties up and running took days since everything was tied to the computer system. Businesses may incur costs from the ransomware attack itself, along with costs from loss of business and reputation. Business Email Compromise Business email compromise scams are another common issue. These scams take phishing one step further, with cyber criminals hijacking email accounts. Once the bad actor can access the victim's account, they often orchestrate unauthorized fund transfers or manipulate account details. Like phishing, vigilant training and awareness are critical to lessen the chance of these attacks. Always be alert, never cut corners, and always follow company protocols to minimize risk.

Forecasting the Next Ten Years of Marketing

10 Apr, 2024
Marketing is gearing up for significant changes as we enter the new decade. With new technologies, shifts in buyer behavior, and changes in consumption culture, the way businesses reach out to customers will look very different in the coming years. While we can't say what marketing will look like in 10 years, we can examine emerging trends and strategies to forecast its future. Here are some predictions experts are suggesting could take shape moving forward. Increasing Personalized Advertising Personalized marketing should undergo even more profound transformations in the coming decade, leveraging advanced technologies such as artificial intelligence and data analytics to forge deeper customer connections. With the ability to glean insights from vast amounts of data, companies will craft highly tailored ads and messages that resonate with individual preferences and behaviors, fostering stronger brand-consumer relationships. From dynamic content customization to predictive marketing algorithms, the era of hyper-personalization will redefine how businesses engage with their target audiences on a one-to-one level. Advanced Device Communication The proliferation of voice-enabled devices and virtual assistants heralds a new era in consumer engagement, requiring marketers to adapt their strategies to communicate effectively through these mediums. As voice technology continues to gain traction, companies must anticipate the rise of voice commerce and tailor their approaches to accommodate this emerging trend. By leveraging conversational AI and natural language processing, brands can deliver seamless, personalized experiences that resonate with consumers, whether shopping, seeking information, or interacting with digital assistants. Wider Use of Virtual Reality Virtual reality (VR) is poised to become a ubiquitous tool in the marketer's arsenal, offering immersive experiences that transcend traditional advertising methods. With VR, brands can transport consumers into captivating virtual environments where they can interact with products and services unprecedentedly, fostering deeper engagement and brand loyalty. As VR technology becomes more accessible and sophisticated, expect to see a proliferation of immersive marketing campaigns that leverage the power of virtual experiences to captivate audiences and drive conversions.

The Power of Storytelling

12 Mar, 2024
Marketing tends to focus on analytics and systems, but we sometimes forget about one powerful tool that has existed since the beginning: storytelling. From our ancestors telling ancient myths to be passed down for the generations to come to modern-day brand narratives, stories have held the power to inspire and connect in all different ways. Today, consumers face a constant bombardment of advertisements and catered content; using the power of storytelling in marketing campaigns has become critical for businesses, especially smaller firms aiming to create meaningful connections with their target clients. Why Storytelling is an Effective Strategy When a brand uses storytelling to convey its message, it connects with the audience emotionally. By telling a compelling story, marketers can create a memorable experience for consumers, making them more likely to remember and engage with the brand. Additionally, storytelling allows marketers to communicate the brand's values and personality more authentically. Instead of bombarding consumers with sales pitches, storytelling enables brands to share their stories and build trust with their audience, increasing brand loyalty and customer engagement. The Emotional Resonance of Stories At the heart of storytelling lies its ability to bring out emotions and create profound connections on a human level. Unlike traditional marketing messages focusing solely on product features or sales pitches, stories can engage the audience's imagination, stir empathy, and spark genuine interest. By weaving narratives that resonate with their target audience's hopes, dreams, and challenges, small marketing firms can create a powerful emotional bond that transcends transactional relationships. Building Brand Identity and Authenticity Storytelling is a potent tool for small businesses to authentically define and express their brand identity. Through compelling narratives that reflect their values, mission, and vision, small firms can differentiate themselves from competitors and carve out a distinct identity in the minds of consumers. Whether recounting the founder's journey, highlighting customer success stories, or showcasing the company's commitment to social responsibility, storytelling allows small businesses to humanize their brand and foster customer trust and loyalty.
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