Email marketing campaigns – what they don’t tell you
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.
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
Pull marketing is the inverse model:
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.
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 using email marketing or cold calling the sales process
can be started.
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 valorizes your Pull Marketing.
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