It's no easy task turning your email marketing list into real customers, although it remains essential to make the effort.
According to a study by Kentico Software, 77 percent of consumers are resistant to unsolicited emails. Furthermore, 36 percent of respondents said they only read about a quarter of the message when they receive an email they signed up for, while only 10 percent read all of it. In fact, a sizeable chunk – 12 percent – said they don't read it at all.
However, when email marketing is effective, the payoff is greater than it is with many other promotional channels. A recent report by Custora showed that nearly 8 percent of all new ecommerce customers acquired in 2013 were gained through email campaigns, while Twitter and Facebook claimed barely 1 percent each. Furthermore, the projected profit companies expected to generate from customers gained through email promotions was 12 percent above the industry average, the study revealed.
Email can't simply be put aside as a promotional channel, and despite the difficulties, most successful marketers find they need to make use of it.
PromotionWorld recently pointed out a few easy methods by which firms can tell if their email marketing efforts aren't taking off. Companies should begin by setting clear goals, the source suggested: Everyone involved in launching an email marketing campaign should be able to clearly articulate the project's end goals, and if they can't, then the team should consider starting over.
Several other points PromotionWorld enunciated make it necessary for marketing teams to employ more sophisticated tools. Marketers need to know if their statistics – click-through rates, open rates and other factors – are worsening or not improving, and they'll also need to segment their targeted email lists and send different messages to customers with different interests, the news source noted.
Software can help your emails generate results
Luckily for marketers, many software providers offer solutions that make it simpler and easier to monitor these data points.
Ongage, for example, recently announced a new edition of its email marketing optimization software. Once available only to companies who had adopted cloud computing, the firm has now extended the service to clients who choose to store their data in on-premise servers. The central feature of the software is a front-end dashboard that shows multiple email campaigns' performance data and analyzes that information for the marketer's use, Ongage said.
Meanwhile, Nuraxis has revamped its own email marketing software platform, SendBlaster. The new edition of the service features hundreds of new email templates, some of which have been designed specifically to promote responsiveness by the recipient. It also includes new editing tools for messages and email layout and an easier email unsubscribe feature, easing some marketers' worries about CAN Spam compliance.
Nuraxis' CEO Antonio Demelas emphasized what the new platform has to offer marketers looking to add some sophistication to their approach.
"We made existing features simpler and more intuitive, like improving the message editor and introducing the global unsubscribe and bounce feature, and we have also introduced some new features like Programmable tags that more advanced marketers will definitely enjoy," said Demelas.
St. Louis, Mo.-based firm 1AutomationWiz also announced it would be bolstering its info-publishing software by integrating its email autoresponder platform with the newest edition of Google Analytics. With the company's email automation system now linked to Google's data tools, marketers can track their emails' performance across any information points they choose. Thereby, users can better understand which aspects of their campaigns are most successful and which are simply not working. The new tools also make it easier to conform to anti-spam regulations, the company said, and marketers can hope that better compliance will reinforce the trustworthiness of their emails for recipients.