Earlier this month, Lasso’s Dave Betcher presented a webinar on the topic of email marketing, and we had a few great follow-up questions. We’ve consolidated them here to the most commonly-asked questions, along with our suggestions.
1) Is email still effective?
Yes, email continues to provide one of the most effective ROI’s in marketing. The proof is in the stats:
- Over 100 billion emails are sent and received per day
- 91% of people check their email at least once a day on their phone
- 70% of people open email from their favorite brands
- Over 50% of your audience will check their email on a mobile device
2) When you’re sending email to large lists, can you personalize?
Definitely. Start with segmentation to convert your large list into several smaller, targeted ones. Organize the list into groups of people that have something in common, like interest in a 3 or 4 bedroom home, or planned move date, then personalize your email to that group.
3) What should I look for in email metrics?
The most of important part of email reporting is the ability to take action based on results. For example:
- Instead of just looking at what the open rate is, look at who has opened your emails. Send a follow-up email to everyone who has opened and/or clicked a link. These are the most engaged prospects.
- For those who did not open the email, try sending it with a different subject, or resend with a FW: in the subject line.
- Understand who is on your website, and which pages they’re visiting. Tailor your follow-up to their web activity.
- Analyze effectiveness: the call-to-action vs. the results. If you didn’t get the results you were expecting, change or focus your call-to-action.
4) When is the best time to send an email?
There is no silver bullet; it’s all about testing your particular audience. Fifty-eight percent of adults check email first thing in the morning. The inbox is crowded at that time, so your email risks getting overlooked. An effective strategy could be to send after everyone as read the first round of emails. Friday afternoons are typically not good times, as people are heading out of the office for the weekend. If there is an event on Saturday, don’t hesitate to send a reminder Saturday morning.
5) How do you get your sales team to use/understand email analytics?
If your sales team is responsible for sending marketing emails, train them on the entire process: how to design, test, send, analyze and follow up with emails. We recommend that a marketing person or team be responsible for this process, but always share with the sales team when emails are going out.
6) How many marketing emails should I send per week?
This depends on the audience you are trying to reach, and what your goals are. For example, if you have an actively engaged prospect, and a special incentive on the floor plan they’re interested in, sending email once or twice a week may be appropriate. If you have a prospect who is further out from making a decision, once a month may be appropriate. This is why segmentation is so important in email marketing. The idea of “batching and blasting,” or sending the same email to everyone in the database, is outdated and ineffective.
Have more questions about email marketing? Check out the webinar below, or shoot us an email at firstname.lastname@example.org.