Today’s digital world consists of various components that we interact with every day. These include email marketing, social media, paid advertising and search engine placement (either organic or paid placements).
Back in the days of the social media explosion, everyone claimed to be an expert and got busy telling their clients that they were missing a trick by not participating in social media. So businesses invested heavily and in some cases employed entire teams to tweet, post and shout their message on this new wave of communication called social media.
So where are we today?
One of the things I ultimately like to focus on for every business case is the target audience for our clients brand or product. Social media is not THE solution but part of the solution to your entire marketing strategy. It’s not essential to have a social media presence in some cases but it can be a very good way of communicating your message, engaging with your fans or customers and even responding to customer service enquiries, as the banks and utility companies all seem to be doing now.
Many of our clients think that by having a social presence they will automatically drive new business to their company, post a photo and get thousands of likes or shares, but ultimately is it really bringing revenue to their business? Probably not as we have found in many cases.
Email marketing is dead?
No one opens sales or marketing emails these days? We already get over 100 emails a day, why would be open or click on something from a company we have never heard of? These are all good questions that come up often.
Let’s look at some facts that might change your mind here a little bit, did you know that email has nearly three times as many user accounts as Facebook and Twitter combined? That’s a whopping 2.9 billion.
In fact, if you imagine a full cup of rice, this is the number of emails sent every day; then by comparison, all the daily posts on Facebook would make a miserable 10 grains—barely enough to pick up with a chopstick. And all the tweets sent every day would be a measly 4 grains. Essentially, Facebook and Twitter make up just 0.2% of the number of emails sent each day.
Every web search made on every search engine every day equals just 1/100th of daily email traffic; and all the pages viewed on the entire web each day—including images and videos—use only a quarter of the bandwidth consumed by email.
So when I talk about ‘traffic’ of emails, what does this have to do with marketing? A lot actually! Email is the business communication platform used by 99% of businesses today, by sending emails to your prospects, clients and partners they are all able to respond privately and include other key team members without being connected via a private social media platform.
The average numbers for an email campaign vary depending on if it’s a newsletter, business proposition or introduction to your company for partnerships etc. Let’s just say you send an outbound email to your customer base, as long as the content is relevant and helpful to the recipient that chances are about 15-18% will open your email, then about 10% of those people will click on your call to action. If you are sending a cold email to someone you have never spoken to or met, the open rates are as low as 5% and click thru around 5% of those. Not impressive numbers? What if your product or service is worth over 100k? One potential customer makes the entire campaign worthwhile now right?
Choosing the right platform
One important factor many marketers forget when sending a campaign is the platform/provider that you choose to actually send your campaign with. We get asked all the time, which company is the best? Who delivers more email? Who’s the cheapest? In short there isn’t a magic answer to this and all depends on your audience and the source you obtained your email addresses from.
One of the things we offer at Makemedia is a free marketing consultation to review your current email platform, the list management and all importantly the content you are sending. We have also developed our own email marketing platform due to launch later this year, looking at all the things we felt were missing from the main stream providers, then teaming up with the best email delivery partners that focus on getting more mail to the inbox.
Business Development via Email
Recently I discovered a great tool for your sales and marketing team to use for a more personalised approach to direct emails, do you send very similar emails to prospects on a daily basis from outlook? Wouldn’t it be nice to have templates with stats on previous successes and even see the click thru and engagements like your marketing platform offers but on a one to one basis? Enter ToutApp.com based in San Francisco I have been using their service for nearly 5 months and quite honestly wouldn’t live without it anymore.
It’s worth looking into without a doubt, A little tip I give to new users is watch the Live Feed and when a prospect engages with your email, you know it’s time to pick up the phone and make that call! I wouldn’t say ‘Hi Mr prospect, I saw you just opened by email and went to section A on our website’ that might freak them out! But at least this way you have an idea of what they are interested in. I find this tool enables me to review historic emails I’ve sent in various capacities and provides the factual numbers you probably had completely wrong in your head.
It’s important to be involved with multiple marketing channels; social media can be a great brand platform but rarely provides true business opportunities for your company. Email marketing is still the most efficient and cost effective way to spend your marketing budget, drop me a line or give me a call to discuss how Makemedia can help transform your marketing efforts overnight.
Sales & Marketing Director
Phone: 0845 0178777