US Data Corporation Direct Marketing Blog

US Data Email Marketing Tips3:24 pm

By Stacey White

Email Marketing at US Data Corporation
Email Marketing Stats

From direct mail to billboard advertising, the results you see from marketing campaigns vary. Email marketing is continuing to gain popularity in the marketing arena and is proving to be one of the optimal means of connecting with large audiences and raising brand awareness. When email is the chosen method of contacting prospects, many variables can affect the success of the campaign. US Data Corporation has extensive experience deploying email marketing campaigns and the integration of our expertise into your next campaign can only benefit your results in the end.

Although US Data Corporation does not guarantee results, we have gathered the typical high and low ranges of opens and click-throughs for both consumer and business email campaigns, as well as the average opens and click-throughs our clients typically see from our single opt in campaigns versus our double opt in campaigns. This will give you an idea of what to expect from the average email marketing campaign at US Data Corporation.

Single Opt In Email Campaigns:

Consumers- Average Ranges:

*Opens 3% – 5%
*Click-throughs 3% – 5%

Businesses- Average Ranges:

*Opens 3% – 7%
*Click-throughs 3% – 5%

Double Opt In Email Campaigns:

Consumers- Average Ranges:

*Opens 8% – 11%
*Click-throughs 5% – 7%

Businesses- Average Ranges:

*Opens 11% – 16%
*Click-throughs 5% – 7%

How to succeed with email list marketing…

As with every marketing campaign, a well-defined, easily measured strategy is a requirement for a successful email marketing campaign. You must know, beforehand, what sort of response you are expecting and what is considered a success or a failure. Are you using email marketing as a lead-generating tool or are you looking at more of a branding strategy? Make sure, based on the averages above, that conducting an email broadcast is the best use of your marketing dollars.

It is necessary that your product and/or service are clearly defined in your message. There should be no confusion on what you sell when your prospect opens your email. Not only is this a good strategy for improving your conversions, it’s also a requirement under the CAN-SPAM laws. A single link to a landing page on your website that clearly explains your offer helps to ensure the best conversion rates, as well. Include clear call-to-action(s) on the creative design so your prospect knows exactly what to do when they glance at your message (i.e. “Click Here for More Info”).

Quality design is an integral part of your email list campaign’s success. It can be the deal breaker, either prompting your prospect to read your message or making them discard it immediately. Too much flash can be distracting and annoying to some, whereas plain text wouldn’t be enough to catch the eye of others. The general rule of thumb is that your creative should be clean and simple, limiting to fewer than 250 words, and it should clearly define the purpose of the email.

The Subject line is one of the first things your prospect will see, therefore making it one of the most important pieces of your campaign. Many recipients will delete an email based on the Subject line alone. Based on CAN-SPAM laws, the Subject line must explain clearly what the email is about and must not mislead the recipient in any way. Using a subject line under 70 characters in length is optimal.

The From line is almost equally as important. If your prospect does not recognize your From line, then they must at least be intrigued by it, or they will delete the email before opening it. The general rule of thumb is that you should not use an email address or a person’s name in the From line. Using your company name is optimal.

It is crucial to have a quality landing page that displays the same offer your email contains and clear call-to-actions so your visitor knows what to do once they get to your site. It would be a complete waste of an email campaign if your prospect got to your website and found no relevant information available. If you don’t have information about your promotion on your website, then using a landing page would be recommended. This page can link to your website, but the main goal of the page is to provide more information on your promotion and guide your prospect to whatever action you desire (i.e. filling out a form, calling your company, registering, etc.).

Make sure to analyze your results and learn from the stats you receive. Subsequent email campaigns can only benefit from your analysis. Above all, make sure to take care of the prospects that convert, follow up with them in a timely manner and re-contact them in the future with more promotions and discounts.

If you don’t have success with your first email campaign, test different variables to see what may not be working. It is very important to send your email broadcast at the most optimal time of the week. Our research shows that sending on Tuesday or Wednesday afternoons is best for both businesses and consumers. Fridays can be good blast date for consumers but not for businesses. You want to get your prospects with a fresh, clear head and when their inbox isn’t cluttered with unopened emails.

Trust US Data Corporation for your mailing lists. Call 888-610-3282 or Click Here to submit a form for a free, no obligation quote!



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