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IMC Podcast #24: Email marketing uses and stats
/ Clare Harris
In this episode I share an extract from my club webinar where I look at the uses of email marketing and what clicks and views to expect.
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Uses for email marketing
Nudge down the funnel
What is a good open rate?
20% seems to be about right
(via mailchimp.com/resources/email-marketing- benchmarks/)
Selmach case study
More focused emails Increased customer calls
Set out the goals
Who emails where aimed at Sketch or Wireframe
From 18% to 21% open rate
From 14% to 30% click rate (7% to recipients) Above average 😀
Email marketing tips
Clean your list, remove the duds
Segment your list. Send only to those who want/need it
If possible use their name Can help visibility in the inbox Can increase open rates
Use a named email rather than a generic one to increase open rates
Interesting or challenging subject line
Ask a question Intrigue
Tell the reader exactly what your email contains
What is the goal?
Why are you doing this?
Create Memorable Content
Include a still or animated GIF
Including a person seems to get more clicks
Ask for action
Include a call to action
Link out to your website Include a phone number
Draw people to the action
Aim to create an unmissable email
Make it easy to unsubscribe
Make it clear why you are contacting them Send consistently
Test out different subject lines or content to find out what works best
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