Having worked and monitored multiple email campaigns over the years, I’ve come to some conclusions. Firstly, as a way to get quick sales, email, although simple, cheap and convenient, isn’t good.
Delivery and open rates are abysmal, with poor response and redemption rates somewhat worse than direct mail and heading towards mass marketing. We keep justifying email’s high status due to it’s low cost which ensures an apparently high ROI. e,g. If the email cost is say $100, then obtaining $200 in sales is deemed a success. Yet the business concerned was more likely hoping for a $1,000 in sales.
The truth is that email’s role is not there to close sales. Let’s be honest. 99% of emails sent these days are for practical or information-sharing purposes. Not for really for sales. Results from a direct sales perspective suck.
How much do we invest in our best customers?
Constantly bombarding your customers or prospects with cheap, cheerful emails all the time, pushing products and not education, only cheapens the relationship.
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