This article is the third part of a five part series outlining Momentum Academy’s In Focus: Marketing and Growth – Beyond Google and Facebook, which happened on 27 May. Here is the first part and second part.
How many marketing emails are sent everyday globally?
More than 40% of participants at Momentum Academy’s In Focus: marketing and growth strategies had the right answer – 300 billion!
It’s obviously a significant marketing channel, outside of China, that many have not paid attention to, despite the amount of emails sent (and the amount of customer attention/annoyance generated).
However, are companies doing it effectively?
Some of the ‘popular’ tricks which actually didn’t work
1. Sending email blasts or email segmentation:
- The more email blasts you send, the more likely your customers will get annoyed and unsubscribe.
- Some businesses choose to segment their customers based on their profile and demographics, but many of these segmentations don’t work as planned.
2. Test out different platforms: What works for one customer might not work for another. Pick a platform that works best for your business model based on the pricing, interface, customer care, etc.
3. Time optimisation: Does it really matter when you send an email at 9:15 or 9:30? These subtle time differences don’t make a huge difference over time.
4. Content optimisation: This is useful but it shouldn’t be a priority, unless you get the basics right (see below).
A marketing tech firm, a long time friend of Momentum Academy, has been working on optimizing email marketing for years and here are a few pointers from them on how to engage your audience through email marketing: