7 Billion emails were sent in the 1st qtr of 2017! Your customers want your email communications. And, more and more people are subscribing to email marketing subscriptions all the time. Big Brand’s databases grew by no less than 5.6% since 2015.
The reason that these email lists are growing vary depending on industry and the customer’s position in their buying cycle. If the business is retail and the consumer is in the final stage of the buying cycle, then an offer of a discount could be all it takes for the consumer to sign up for an email offer. If on the other hand, the business is B2B and the customer is at the early stage of the buying cycle, then an offer of greater detailed information or on-going educational information may be all that it takes for them to sign up.
This trend of subscriptions continuing to grow indicates that your customers are still interested in getting your email communications and they don’t even have to be in the mood to buy something. Reports show that many people sign up for email newsletters just because they want to stay in-touch with Brands.
But, before they sign up for any kind of email communications, they have to feel that the information will be highly relevant to them
[Tweet “Before they sign up for any email it has to be highly relevant #smb #marketingautomation”]
Open Rates Too
Now for the real good news. Not only are subscription rates going up, but we’re also seeing an increase in open rates for email marketing messages that are delivered, for the second straight quarter. In the 1st qtr of 2016 average open rates were at 14.8%. By the end of the 1st qtr of 2017, the average open rate for email marketing was 16.1%! That’s an 8.78% lift in open rates in just 12 months. Pretty good!
Pretty Good, Right!
Up to this point, everything is looking very good. But, there is some bad news.
Click through rates are, on average, going down. The average “click-to-open” rate for the 1st qtr 2017 was 8.9%. This is down from 10.2% for 1st qtr 2016. This means that the engagement that the customer is having with the email messages is lower that it was a year ago. And, engagement is really what it is all about.
Engagement Is On Us
We all have to accept the responsibility for the decrease in engagement. What these statistics are telling us is that the customer wants to hear from you. They want to get information on your products or services and in many instances, they just want to know what is happening with your company.
[Tweet “It’s our responsibility to get them to engage #marketingautomation #smb”]
But, the information that they are getting isn’t what they want and so they aren’t going to spend any time on your message and they sure aren’t going to click on any links in your email. And, this is happening because the information that is in the email message isn’t highly relevant to them.
To be more relevant here’s some things to consider:
- Segment your list of email recipients based on whatever makes the most sense for your business. How you segment is less important that making sure you have a segment.
- Base your messages on the customer’s lifecycle position. Your messages to current customers should be dramatically different from prospective customers.
- Use marketing automation to trigger specific messages to an activity that the customer performs on your website.
- Send emails when your customers are most likely to open them. Take a look your past email send reports and look at which day get the most opens and start sending your email messages on that day. It used to be that Friday’s were the worst day of the week to send, but recent information shows that Fridays are actually pretty good days to send email marketing messages.