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In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
In the early days of the web, it was enough to randomly harvest a few thousand email addresses, feed them through a mail program and start reaping the benefits. That approach is no longer applicable: it can cause serious legal problems and is likely to get your ISP account dropped
The major email service providers have the capability of reaching inboxes through permission based email marketing with an efficiency you would be hard pressed to achieve in any other fashion. They also enable you to study every aspect of your email campaign through their extensive email tracking and reporting; set up comprehensive surveys; enjoy extensive email list management tools; and receive guidance from experienced professionals.
As a marketer/business owner, you or your team should be keeping track of 5 key email marketing metrics:
However, the more accurate answer really depends on your industry.
For example, MailChimp reports that the average open rate for companies in hobby industries is 28.49%, whereas the average open rate in the marketing/advertising industry is 17.85%. That’s a pretty significant difference.
So, if you really want to have a benchmark to measure against, you should be looking at the average open rates for your particular industry.
Here are the average open and click rates of MailChimp customers by industry :
Industry | Open | Click |
---|---|---|
Agriculture and Food Services | 24.70% | 3.12% |
Architecture and Construction | 24.58% | 2.90% |
Arts and Artists | 27.04% | 2.87% |
Beauty and Personal Care | 18.46% | 2.05% |
Business and Finance | 20.98% | 2.77% |
Computers and Electronics | 21.00% | 2.25% |
Email templates are the framework for your email marketing messages—they make messages appear clean, focused, and professional. With Marketing Campaigns, we provide the tools to create and collaborate on any number of email templates.
There are a few things to keep in mind when designing HTML email campaigns.
Email automation is the most effective way to engage in email marketing because it enables you to send out messages to your customers at designated times. ... Using automation, they can save time by setting up the email platform to send messages when customers take specific actions.
Sometimes, a well-intentioned business, eager to grow, encounters someone offering them an inexpensive “shortcut” to building their email list.
At first, this may sound like a quick fix. But, buying email lists is not an effective way to grow your email list. As a business, you want engaged readers that will find your emails valuable. The people on the for-sale lists did not agree to receive your emails, so the email addresses are not quality.
Additionally, sending unsolicited emails is against the CAN-SPAM act. According to the CAN-SPAM Act, a U.S. law that regulates commercial emails, you cannot sell or transfer email addresses, even in the form of a mailing list. Sending emails to people who didn’t ask for them is spam, and will make the readers will lose trust in your company.
A better way to grow your email list is through confirmed opt-in, which ensures that the people you are sending emails to want your emails. This also means you will get less unsubscribes.
Creating your mailing list is the first step in creating a viable email marketing plan. Your mailing list is made up of customers and fans who want to stay in the loop on your latest news. Check out out these 3 lightning-fast ways to start building it today (no hammers or nails required).