The Challenge: Email Marketing That Breaks Through the Clutter
There are almost 150 billion emails sent each day. Roughly three-fourths of these messages are flagged as SPAM, while the other quarter are forced to compete with each other for attention. Between work and personal messages, news updates, daily deals and that dreaded four-letter s-word, our email inboxes are increasingly overwhelmed with content. Despite this, with the right strategy, email can be a significant sales tool for those that truly understand email marketing.
ChappellRoberts is certified in email marketing by MarketingExperiments, an internet-based research lab. Only 2,000 professionals across the country can claim such a distinction. Our strategic approach delivers powerful results despite the challenges of email marketing. We navigate regulations and deliver solutions to add value to our clients’ email efforts to drive business results. Here are a few key steps in our process of executing successful email marketing campaigns:
- Consent is king. While purchasing third-party email lists may seem like a quick way to build leads, it’s also a quick way to rack up unsubscribes, SPAM complaints and get your IP address or domain blacklisted. Though it takes more time, building your own permission-based lists is a much better long-term investment.
- Provide clear expectations from the beginning. Before prospective subscribers or leads opt-in to receive communications, they should easily know what they are signing up for – including type of information and frequency of delivery.
- If you can’t use it, don’t ask for it! Be sure that if you ask individuals for additional feedback or information (contact, interests, preferences), it’s something that you can act on; otherwise, they’ll feel like you didn’t truly listen to them.
- The importance of testing – internally and externally. Internal testing ensures compatibility with different browsers and email platforms, while external, split A/B testing is used to measure the strength of different messages. These little steps can make big differences.
- Make unsubscribing simple. Often times, when individuals can’t find how to unsubscribe, they opt to flag a message as SPAM. To avoid the greater of two evils, be sure your unsubscribe process is clear and easy.