In our ongoing survey of SA’s top marketing executives, we are asking them one question. What is your biggest issue with your email marketing? Here are the results to date:
48% email databases
“He who controls the database controls the market” is a fundamental principle of emarketing success. Every year we lose one-third of our lists; jobs change, people move on. A big shift this year is the segmenting of lists – (better ability for content relevance), and a growing understanding among executives for a need for a separate strategy for list growing and maintaining – a job with a KPI measurement. Put that in place in your company and see the difference it makes to your sales.
26% ROI measuring
Viewtrack reports now make it possible for email marketers to see (i) who is looking, and most importantly, (ii) who is looking multiple times at your emails. More than 6 views (track this on your viewtrack within 24 hours) indicates its time to close the sale with a people-connect. The viewtrack report feeds directly into your sales funnel, allowing you to be fabulously efficient in closing sales to clients who are already primed and knowledgeable about your product or service. Request an example of a viewtrack report here.
26% bounces rates
A high bounce rate harms your email status and limits your ability to send. Could be simply that the inbox is full (soft bounce) or an invalid email address (sloppy list management) through to the more serious ISP blacklisting and blocking (poor email practice). We don’t yet have all the answers but we are looking at technical possibilities for solutions – we’ll keep you informed. In the meantime – we won’t say this again – remove all invalid addresses, and keep those databases clean!
Other issues highlighted in our survey
(i) Meaningful reporting; “report too complicated, can’t understand the metrics”. (ii) Team is inexperienced, “we’re understaffed, and top talent is expensive”, long time for design delivery. (iii) Lack of people and resources to properly analyse (and act on) the business case in the numbers. “I just do more mailings because it’s one of my KPI’s and we don’t stop to think to make it better”. Note: 10% in our survey had “no issues”.
Colleen Backstrom is Director of NeuroMarketing, Kaleidoscope, a global leader in applied NeuroMarketing for Digital. She specialises in creating B2B email and web campaigns and optimising Zoom/Teams selling by converting existing sales pitches to NeuroMarketing.
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