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Email marketing campaigns – what they don’t tell you

  • How to get and maintain opt-in lists ?
  • Buying lists is not the solution
  • Pushing people to buy is from another era
  • Chance of success is low: probability calculation:
    • Interested person
    • Content matching interest
    • Preview plane
    • timing
    • Spam filter
  • Huge amounts of email addresses needed

Email marketing method

There are several different methods for email marketing, but all are about sending out emails that are tagged, allowing tracing and tracking the addressee on your website when the addressee clicks on the link inside the email.

Opt-in lists

The idea is to use opt-in lists.
Opt-in lists you have collected yourself from visitors on your website. This sounds like fishing in the same pool over and over again. In this way you never are going to expand the number of interested parties.

Your email lists need to be kept up-to-date: involves a high cost
In order to expand the number of targets, you need to buy lists from list brokers. However you will never know where they obtained these email addresses.

Push marketing

Email marketing is like pushing or luring people into visiting your website: not exactly the best customer experience for start.
People, certainly decision makers and influences, prefer to find new solutions as they have adequate tools (Search Engines) and sources (Specialized websites, blogs, white papers and industry publications) available from which they can decide themselves.

Landing page

Email campaigns require a special ‘Landing page’ to keep and grow their interest further after the email message. The visitors are only one click away to the next (more interesting) website.
Thus the landing page needs to lead the visitors into visiting the next pages by proposing them the suiting benefits and features. As CEO’s and VP’s are mainly interested in benefits and Managers more in features, it is difficult to write the content of these landing pages.


Have you already questioned yourself?

What is the likelihood of sending an email to someone with an appropriate message at the best suited time?

  • Addressee: decision maker or influencer? 
    In a business many people can be addressed, but who are the real decision makers and the decision influencers? To choose from: CEO, COO, VP Sales, VP Marketing, VP Production, CFO, CTO and Managers.
    What is the chance of getting the email to the appropriate person or getting the email forwarded to the appropriate person in the organization: this is probably low.
  • Content
    What content should contain the email?
    What should be interesting for the addresses in the mailing list?
    Can the same content be send to all of the addresses in the mailing list?
    As a company supplies more than one product or service, which product or service should be in the message? An addressee can be interested in a different product or service than the one in the message.
    • The email message should be different for a decision maker and an influencer.
    • The email message should be different for a high level executive who need benefits, than to a Manager who is mostly interested in features and functions.
  • Title and preview plane
    The title needs to generate interest.
    Then the preview plane needs to enhance the title message and be visible (text versus html: email clients blocking images).
    You can have the best and most appropriate message, still miss out on the title or the preview plane and the email gets disposed.
  • Timing
    When is the best moment to send the email? A year has many days, still all different: before the budget, after the earnings report, after the holiday season.
    You don’t know when there is a need.
  • Spam filter
    All the efforts and costs and then your email gest stuck in the spam filter

Probability calculation:

Email marketing campaigns come down to multiplying probabilities:
For instance:

  • Probability of addressee related to your proposition: 35%
  • Probability of appropriate message (is he interested): 17%
  • Probability of timing (now or next year or later or never): 10%
  • Probability of your email not getting into the junk folder 80%

This becomes: 0.35 times 0.17 times 0.10 times 0.80 = 0.00476
Meaning in order to get 1 visitor on your landing page, you have to send out 210 emails.

Then on the landing page the visitor needs to move on into your website for qualify them as leads or not:
Suppose 35% of the visitors stay on your website and are identifiable as leads. This means in this example, the process of email marketing requires sending out over 600 emails for 1 raw lead.

Note: these numbers are just an example and differ from industry to industry, from product or service proposed and by email marketing campaign

Conclusion:

Massive amounts of email addresses are required, which you only can obtain by buying lists.

Organizing massive email campaigns requires trained employees or outsourcing.


Using the pull marketing (Inbound)

Pull marketing is the inverse model: Inbound
The visitor finds by himself your site by organic search, by reference on the Internet, in an industry publication or trade magazine. These visitors are interested and thus more promising.

LEADSExplorer provides the company name, location, language, visit data and information about the visit and from the Internet.

Visitor identification by company name

Then you can qualify this interested company as leads by the source or reason of their visit, the website visit data and researched information concerning the company on the Internet
Once qualified the sales process can be started using email marketing or cold calling.

In the above calculation both the Probability of appropriate message and the Probability of timing are eliminated.
The chance becomes: 0.35 times 0.80 = 0.28 or less than 4 emails for 1 really interested visitor on your website.

Concerning the landing page: this page can be very well defined, as:

  • The product or specific service is known from the visit data
  • The business drivers and reasons should already be clear and identified from all the information available.
  • The content: by addressing only a few people in a company, the email message can be personalized by content.

This method is straight forward and doesn't require buying and managing email lists or organizing massive email campaigns.
And additionally the communications to the company can be made to fit their needs and personalized to the people addressed.

LEADSExplorer leverages your Pull (Inbound) Marketing.


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The spam conversion rate: the University of Berkely Research has investigated on the probability of unsolicited emails will ultimately generate a “sale”.