Email Marketing, is one of the least expensive forms of marketing but it by and large has the highest return on investment. Don’t believe me, check out some of these stats and their associated sources.
1) Email marketing technology is used by 82% of B2B and B2C companies. – Ascend2
2) 77% of ROI comes from segmented, targeted, and triggered campaigns. – DMA
3) When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%) when compared to social, direct mail and more. – DMA
4) Email marketing drives more conversions than any other marketing channel, including search and social media. – Monetate
5) Email marketing has an ROI of 3800%. – DMA
There is little debate amongst marketing professionals that one of the best places to convert leads into customers is with their very personal inbox. The ever-present fear of missing out, or “FOMO”, virtually drives consumers to do reckless things like checking emails while driving or walking into hazardous places without even realizing it.
My point is not to showcase how irresponsible some mobile device owners can be, but to show you that technology has created ravenous, albeit irresponsible, appetite to be “in the know”.
Now here is the problem. According to a 2012 Neilson survey, 47% of tablet users over the age of 13 visit social networking sites while watching television, 27% look up information related to the advertising they see and 61% check their email while watching a program. Plainly stated, when it comes to email marketing, your competing with at least two other forms of media at once.
Here are some things you can do to improve your email marketing efforts and gain the focus needed to convert.
- Segment Your Email List
You know your resort. You know your customers and not all have the same motivations. Some people have families, some do not. Some of your guests visit during a certain part of the year or have a certain site preference. You might have guests that belong to certain discount clubs or camping clubs.
If I have a family, my key motivators, are most likely vastly different than a retiree who enjoys playing pickleball. I need to do my best to determine which “bucket” my guests are most likely to fall in to.
When you make your message more specific to the receiver, the more likely your emails will be opened. Conversely, if you are mistakenly sending family event marketing messages to the retiree and pickleball competition notices to the family, your emails could be deemed irrelevant and thus closing the door on that marketing opportunity.
2. Have a call to Action!
Add To Cart; Try it Free; Get Started; Start My Free Trial; Get Yours Today … Ever see these statements on your phone or computer? These are all call to action statements. You know, those $#!% or get off the pot statements. They separate the prospects from the duds.
If you’re a resort, a simple, “Book your stay now”, “Take Advantage of This Offer”, or even the innocuous “Read More”, can help build curiosity with potential guests and lead them to your desired action.
Without a “CTA”, you’re not leading the guest to make a decision but merely hoping they come to a favorably conclusion on their own.
3. Subject Lines Are Everything.
You’ve looked at your marketing message, your images are high quality, you have a call to action prominently displayed, and you’ve segmented your list. It’s truly a masterpiece! So, you send it out with the subject line, “LEARN WHY BRIAN’S CAMPGROUND IS GREAT!!!!.”
Good job… Making it all about you! Not only did you do that, but you yelled at your prospect by using all capitals and the excessive exclamation points. Well that just seems slimy.
Your open rate plummets to less than 10% and all the work you did making the body of your email impressive got lost because of your subject line.
Try something short, simple, catchy, funny, or builds curiosity.
Would you open the following subject line? “Brian’s Campground, wanna hook-up?”
Remember you only have a limited amount of space before your sentence gets truncated.
4. Share Your Message.
Hopefully you’ve realized that social media is a HUGE resource for new customer acquisition. You’ve created an excellent piece of marketing media, share it, tweet it, plus it, like it, send it to your business connections on LinkedIn, and invest in it!
Pro-Tip: Boost your post with Facebook. You can increase you post visibility to your friends and friends of friends but I would do target audiences. Here you can get in front of potential customers nearby, certain demographics and very specific interests.
5. A/B Test.
While I like to think I know everything, email marketing has an uncanny way of smacking me down. I always recommend doing an A/B test. What you do is take maybe 20% of your total list. Have 10% with a certain subject line and/or call to action and use the other 10% with an alternative subject line and/or call to action. Once you submit, wait 48 hours and measure what the response rate is for each. Check the open rate for your subject line and the click count for your call to action. You might find a better open rate with one subject line but a better click rate on the other marketing message.
Using the highest open rate’s subject line, paired with the better CTA, the remaining 80% of your list will most like have not only a higher open rate but a better click through rate as well.
A word of caution, try to follow best practices before you send out anything that could be unprofessional or distasteful. Think of your audience and what their values are. Check your spelling to make sure that there are no typo’s or grammatical errors. Most importantly, do not spam. Check the frequency that you send emails and make sure they are tailored for the right audiences. Certain internet service providers or ISPs will immediately send your emails to junk if there are too many complaints submitted to their attention.
Follow best practices for email marketing and the rules of engagement and you too could realize a 3800% ROI on your email marketing campaigns.