Just sending an email is just a one-way e-mail newsletter. The difference between e-mail newsletter and e-mail marketing is that e-mail newsletter is mainly for providing information, but e-mail marketing is aimed at changing attitudes.
So what should we be aware of in order to carry out effective marketing using such flexible emails?
Here are things you should know at least when doing email marketing.
The higher the opening rate, the better
I want many people to open and read the email because it was created with great care. However, it is sometimes misleading to think that the higher the opening rate, the better. If the open rate is over 15%, then it’s not the percentage, but who is open.
It is a blind spot that the same person does not always open the same person even if the opening rate is the same.
Therefore, for example, efforts to raise the opening rate from 15% to 30% are often wasted, and if the opening rate achieves a certain KPI, as many contacts as possible can be opened.
Not holding down the minimum KPI
As a minimum line, you have to have some KPIs and target numbers to see, otherwise you won’t notice any changes.
KPIs and target figures to be seen in email marketing are:
- Open rate
- Conversion rate
- Click-through rate
- Unsubscribed rate
- Bounces rate.
It seems that there are quite a lot of people who stop e-mail newsletters because they are not cost-effective, but what did you think was not cost-effective? I heard that the goal was not set in the first place.
Response to email Since email can be treated as a marketing tool because it can be measured by numbers, what is set as a KPI is also indispensable for achieving the goal in email marketing.
Delivery frequency should be reduced to reduce unsubscription
Isn’t the subscription unsubscribed if the e-mail newsletter is delivered frequently? In this way, you may fall into the thought of reducing the frequency of distribution for fear of unsubscribing.
The reason for unsubscribing is because I’m not interested in the information I received, so even if I reduce the frequency of issuing e-mail newsletters and avoid unsubscribing, I can’t be a person who will change attitude after that.
In addition, the recipients of the e-mail newsletter cite the following three reasons why they do not care about the frequency of distribution so much.
- Few people are notified of the receipt of e-mail newsletters
- The e-mail newsletter allows you to receive it yourself, and you want the information and register it.
- Many people do not know the delivery day and time of the e-mail newsletter they receive.
The more distribution lists you have, the better
I want a lot of people to see it! And, I think there are many cases where we are trying to increase the distribution list. However, it is a mistake to have a large number of lists.
It’s a mistake to say that more lists are better. The purpose of email marketing is’attitude change’, so it doesn’t make sense if there aren’t many people on the list who can change attitudes.
If you send it to many people at once, the number of respondents will likely increase, but since those who are not interested will not change their attitude, the email will be wasted as a result. It’s not a big deal, but it’s a good idea to double-check that you’re not tracking just the number of lists without content.