Your email list of prospects is one of the most valuable aspects of your business. Not everyone believes it and asks if that is really true. The answer depends on the type of list you have and how you captured these prospects. Having a list of thousands of potential clients might seem beneficial but are you getting a good Return on Investment (ROI) from this list?
Statistics show that the average email open rate is only 32% across most industries. That is a very high number for a lot of industries, basically 1 in every 3 emails sent is opened. Every industry has its own open rate average; as an example, for marketing agencies like Marketing Relevance, the average open rate is only 18.9% (ours tends to be closer to 25%). Real Estate average 19.67%, Restaurant and Food Service 20.26% and Automotive 35%. Here are three example lists from Mailchimp, Constant Contact and Hubspot that will help with averages in your industry.
So how do you increase that average, plus grow your email subscriber list? By having an effective strategic marketing plan to grow your list! Having a good strategy in place not only makes your list more effective, your ROI will improve with higher engagement rates.
Here are some steps that will get more prospects on your list and keep them engaged!
First, make it easy for someone to enter their email address. When creating your opt-in form you have the option to ask for a first name or just an email address. If your plan is to send out more personalized emails, than make sure to ask for the first name. Keep in mind that people want simple, the simpler the form is the more likely people are to sign up for your list. Fewer fields = more subscribers.
Next, minimize the amount of clicks it takes for someone to subscribe. Some businesses put the sign up form just on the website home page without thinking through that people might land on a different page. We always recommend a quick ‘contact us’ or ‘request information’ or ‘more information’ buttons with fields for subscribing across your entire website. Mitch Levinson, President of Marketing Relevance says, “when trying to get people to contact you, put the call to action with the information. That way, they can reach out to you when they are ready and don’t have to look for the best way to contact you. Make it easy for them to ask a question, schedule an appointment, or make a different purchase decision. And remember, just because you have the ‘contact us’ link in the top navigation does not mean you have a call to action there…that just means you are lazy and expecting a lot from your prospects.”
When someone new subscribes, immediately send a thank-you email. Let them know what to expect in terms of content and frequency, and give them an option to unsubscribe. Again, everyone that fills out any form on your website should be ‘subscribed’ but they might not know exactly what that means. Make sure to set their proper expectation. Keep it transparent and they won’t unsubscribe because they become uninterested with the content they receive or receiving too much. Our list has four different options (1) Welcome Email Series (2) Blog Updates (3) Monthly Newsletter and (4) Promotions/Special Offers. Each one of these options helps to keep the person engaged in what we do, but does not inundate them with email. The idea of this strategy is to keep subscribers on your list even if they are receiving the minimal amount of emails. Engaging content is the key to this marketing strategy.
Social media is the way a lot of people like to communicate with each other. Invite them to subscribe to your list. One way to do that is create a specific landing page for the social media people. Post a link that takes them to the landing page. Again, make the form simple.
Another way to get people to subscribe to your email list is to offer them an incentive. Think about your target audience and what type of offer will be appealing to them such as a discount on a service. It is a win, win situation. You get people to sign up on your list and prospect gets a particular service that benefits them. This is a great way to increase leads and ROI.
One last item to mention is subject line. Make sure your subject line stands out. Use shorter sentences, use abbreviations and don’t be afraid to use emoji’s. Who doesn’t like a fun emoji? J It is key to keep your existing subscribers happy, engaged and referring people to your list.
In order to have numerous results from your email list, it is essential to put in the effort to build a great list. Take the time to explore new and creative ways to attract new subscribers, plus keeping the ones you currently have. Think about what you like when receiving emails and use your own best judgement. There are many ways to improve open rates with the emails you send; create engaging content, stand out graphics and explore incentives.
If you are looking to create an email marketing plan and not sure how to start, contact Marketing Relevance. Our strategic marketing plan helps clients increase ROI and leads. Visit our website or call us at (847) 259-7312.