Your overall marketing strategies must include everything that will probably drive both existing customers, and potentially new customers, to your site or location. For a few years now, email marketing has been exploding as a way to drive the traffic you need. Unfortunately, too many small businesses just can’t seem to get the email strategy to the point where it is effective. In some recent Hubspot research, they spoke with several hundred consumers with regard to why an email is effective and more importantly, why they are not. The following is taken directly from Hubspot’s published research:
- In HubSpot’s 2020 State of Marketing Report, roughly 80% of marketers said their brand’s email engagement had improved in the last year. Our researchers also discovered that brands make an average of $42 for every dollar spent on email advertising.
- Roughly 28% of consumers say they subscribe to branded emails because they “want to be notified about sales, promo codes, or coupons from a company.” It’s not shocking that emails promoting deals and sales are the top preference of consumers. By now, many of us have either subscribed to an email like this for personal use, or skimmed our inbox looking for promo codes before a big shop.
- Not all audiences are looking to get the latest deals on products. Sometimes, people subscribe to emails just for the sake of learning new things. This explains why one-quarter of participants say they subscribe to emails because they want to regularly receive “a brand’s content (i.e. blogs, videos, graphics).”
- While 34% of those surveyed say they most commonly unsubscribe from email lists because “emails come too often. [More than once per day.],” 17% say, “Emails come too often. [More than once per week.] Despite stats like those above, and the fear that too many emails will result in high unsubscribe rates, most marketers still send multiple weekly and daily emails. According to our State of Marketing Report, more than 50% of marketers send emails between three and eight times per week.
- Although content isn’t the biggest driver of unsubscriptions, it still can be a factor.While 17% of participants commonly unsubscribe from emails that feel “spammy or over promotional,” 9% will unsubscribe if the content is “no longer valuable.”
- Along with content that isn’t valuable, 10% of participants primarily unsubscribe from emails that don’t provide content they expected to receive. Roughly 5% of participants say they most commonly unsubscribe from emails that they “didn’t sign up for” in the first place, while another 5% says they primarily unsubscribe from emails that “don’t offer content, promotions, or coupons” that the brand described when marketing the subscription.
- As an email marketer, it’s your job to understand your audience and send content they’ll engage with. Meanwhile, consumers that sign up for your email will expect you to send them the valuable content they asked for when signing up. When you blast them with emails they won’t like or didn’t ask for, they might trust your brand a little bit less.
-Written by Kevin Sawyer