500 word blog posts

Three reasons consumers WANT your emails

Look at your inbox. Right now – click over and take a look! I’m betting you have at least one promotional email in your inbox that you’ve already read or that you didn’t delete because you want to read it later. If your inbox is like mine, you have several.

Why are they there? Because we want that information!

When I get an email regarding something I am interested in, I read it. When I visit a website that offers something useful, I regularly sign up for more emails. You do the same thing. In fact, almost everyone does.

Did you know 91% of Americans want to receive promotional emails? That’s just one of “119 Facts You Don’t Know about Email Marketing.” When you send out your information, advice and offers through email marketing campaigns, people look forward to receiving them.

Why do consumers want your promotional emails?

1. Convenience

Did you ever open your mailbox – you know, the physical one which the postal carrier visits – and find it stuffed full of fliers, promotions, offer letters, etc.? We all have. It can be a little overwhelming, in fact. How do you handle it?

Typically, most people will sort through the stack while standing over their wastebasket. One glance is all each piece gets. If it doesn’t look relevant or enticing, it gets pitched. We only have the time and space to read one or two, if any. We mourn the senseless loss of trees to make the wasted paper, then move on to other things.

Promotional emails are more convenient. There are no space limitations. We don’t have to decide immediately to read them or delete them. When we do read them, it is at our leisure. We absorb their information better. When we delete them, it’s one click and they’re gone. No waste. No dead trees.

2. Instant access

An email has an interesting subject line and addresses you by name. You open it and find its information valuable and intriguing. You want more. What do you do next? You click a link, of course!

By building a personalized email message – targeting – which hits home to a particular group of people – segmentation – you can capture attention and grow interest. The urge builds to learn more, to act. The links provide the consumer the chance to take that next step. You are giving them what they want.

Segmented email campaigns resulted in 60% more clicks than generalized, broadcast emails. Those clicks often lead to sales.

3. Instant gratification

Our society may have many virtues, but patience isn’t one of them. We don’t like to wait – and why should we? Technology has made communication nearly instantaneous.

Email marketing fulfills our need for instant gratification. We can read, decide, click and buy in a matter of seconds. That feels great!

Did you know 44% of people who received targeted emails acknowledged buying at least one item because of a promotional message? The message introduced them to something they wanted, and they bought. That message brought happiness to the customer.

In the end, isn’t that what we are in business to do?

Look through this infographic at websitebuilder.org/resources/119-facts-you-dont-know-about-email-marketing/ to learn more about how important email marketing is to your success.

Three ways to ignite sales through email

What am I doing wrong?”

You’ve built a website you can be proud of. You have an excellent product, competitively priced. You are reaching thousands of new people in your email marketing campaign.

Yet, very few are clicking through. Fewer still are buying.

Success isn’t automatic in email marketing. This graphic of 119 Facts You Don’t Know about Email Marketingis full of insights into what makes email promotions successful. Here are four things you can apply today to transform your hit-or-miss campaigns into sales drivers.

1. Say my name

In a world where we are bombarded with alerts, invitations and attempts to gain our attention, generalization just doesn’t cut it. You need to address people by name.

According to this infographic, consumers are nearly 15% more likely to open a promotional email if the greeting includes their name. Add it to the subject line, too, and that jumps to a 26% open rate. For many, the presence or absence of that personal address will decide whether to read the message or to delete it.

2. What’s that about?

Along with including the recipient’s name, make sure your email is addressing real interests in the subject line. Tell the consumer briefly and honestly why you are contacting them. Nobody likes to be fooled.

Believe it or not, 69% of email recipients judge whether or not a message is spam based only on the subject line. A poorly-constructed or deceptive message can damage your relationships and open you up to blacklisting.

Instead, give consumers what they want: value! If you provide a reason to open the email, the recipient probably will. Seventy percent of consumers said they open promotional emails looking for a special bargain. All in all, 68% of emails with targeted messaging and subject lines are opened, compared with just 22% of general emails.

3. A happy ending

So, you’ve developed a stellar message, adjusted it to target a specific type of consumer, addressed by name, and have enticed them with an honest and inviting subject line. They’re going to appreciate your contact. They’re going to open the email.

There’s one more step to turn that engaged reader into a buying customer: the Call To Action.

Surprisingly, this step is often overlooked. A weak or non-existent CTA leaves the consumer in limbo. A lack of urgency can snuff out a budding sale. How do you turn this around?

Create a partnership with your email recipient. Give them something to do. Call them to action!

The CTA should be an organic part of your message. According to the infographic, Zoomba found using CTAs increased email open rates by 50%.

There is also something to be said for making that commitment to a purchase visually engaging. In a study by Campaign Monitor, button-based CTAs outperformed link-based CTAs by 28%.

Turn your email messaging into a sales dynamo by giving your customers what they want!

Look through this infographic at websitebuilder.org/resources/119-facts-you-dont-know-about-email-marketing/ to learn more about how important email marketing is to your success.