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Email Marketing Trends Almost every person has an email address. It is needed to register on sites, it is asked to connect various services, etc. Business correspondence is still being carried out by e-mail - even in the era of instant messengers, the e-mail box is used very actively. In addition to a service for communication, this is also a cool marketing tool that can become one of the main channels for attracting customers. However, the effectiveness of email marketing depends on many factors: the strategy, the correct definition of the target audience, the structure of the letter, its content, the presence of errors, etc. Unlike a post on a social network, which can be edited, the letter cannot be changed after sending - the recipient will see exactly what what did you write. When is the best time to send email? The most logical answer is at a time when subscribers are most determined to open a message, read, and even take a targeted action. But what time is it? Here are some examples: • 9-10 hours, that is, the beginning of the working day. Many people check their inbox before starting a task, and therefore there is a great chance of getting into their focus.

• 12-13 hours. This is usually lunchtime. Many (if not all) use a smartphone while eating (the exception is when several people go to lunch together and chat about something). Therefore, during the break, your subscribers can also see the letter in the inbox. • 16-17 hours. The day is smoothly coming to an end, why not check your email?

How to manipulate email metrics If you are an email marketer and you get three skins for your open rate and click rate, you should know it's easy to grow them. You just need to figure out what they depend on and pull the correct strings. Open rate of Email Marketing Remember: "Opens" do not say a thing about the quality of the content of the letter. When people open the door, they only see the door itself and cannot know if they will like it inside. What the open rate is talking about. - By 50% on how satisfied users are with previous emails, - 50% about the coolness of the header, sender and preheader. The first 50% (satisfaction with previous letters) is an inheritance, you cannot sit down and change it. But if suddenly you are lucky enough to write the first letter for a new or heavily updated database, remember that you are making history. For example, you have hosted an event for 300 people and are going to write their first letter. He will have a record open rate (for example 50%), which you will never be able to repeat again, no matter how hard you try. But what will this indicator be for the next letters (when it stops falling and reaches a plateau) - 35% or 15% depends on your work. From how much you get into the interests of users with the first letters. Moving on to the second 50%. They depend on the coolness of the title. If the database has not been updated for a long time, this is your only lever of influence on the open rate.

An easy way to enhance it is to mimic functional letters or letters "from friends" (For example: FWD: Your order is ready for shipment) or by indicating that the sender is a celebrity. Such techniques work once, sometimes they raise not only the open rate, but also the click rate and even sales. But there is nothing to be proud of - they terribly enrage people. Soon the grass in this field will be burnt. It is correct to make headlines problematic, to include curiosity, but without overkill. Double headings work well - the fun part + the rational part. An example of a double heading: "What is asked of Santa Claus in 2017 and how to save on it?" Click rate of Email marketing Click rate - speaks about the quality of the content of the letter about its benefits, but only by 30%. The second 30% talk about the button-link strategy inside the letter, how many buttons and links are in the letter, how close to the beginning is the first button, what is written on it (how much it motivates to click). Another 20% depends on the brevity. The shorter the letter, the higher the click rate. I write a lot for the medium and every time I observe this dependence. The longer the post, the lower the percentage of those who read it to the end. A post is read for 4 minutes by 60% of users. Fasting for 6 minutes is only 40%. We get such a dependence. If you lengthen the letter by a third, you lose a third of users. The brevity of mailings can be achieved by squeezing out the water. How to calculate the return on investment in Ilyakhov's book and mailings? That's right, through the click rate of your emails. The remaining 20%, which affect the click rate, depends on the price of the product and what affects it: discounts and promotions.

The free product gets more clicks. If you are a media outlet and your mailing out previews of the latest articles on the site, your click rate will be higher. If you sell snowmakers for 200 rubles, do not compare your click rate with a neighbor at a conference who sells wine in boxes for 2 thousand rubles per bottle. His click rate will be lower, because it is more difficult to decide on an expensive purchase. Discounts and promotions - if any, great luck for the email marketer. In order not to miss out on happiness, do not hide them in the depths of the letter. A harmful advice is to launch a promotion for a narrow target audience, but tell about the limitation by following the link. For example: "Second toaster as a gift" - the link turns out that the action is only for veterans of the Great Patriotic War. The user will be disappointed, but you have already raised the click rate. Further, even a flood. Another hack. If you need to increase the click rate, add cheaper products to the mailing list. For example, your main product is sofas, but they are expensive and rarely bought. Put pillows and blankets first in your mailing list. You will drop the average check, raise the click rate. And what will happen to the indicator "money from mailing", I do not know. Perhaps 200 orders for pillows will cost 2 orders for sofas from the same base. Only tests will show. The curse of content mailings Above, we talked mainly about selling mailing lists. Content mailings are special. These are those in which text-text-text and benefit-benefit-benefit. The task is to be friends with the subscriber so that they remember us with love when the time comes. The biggest pain of content emails is the lack of a performance metric. Did the reader like your text or not? You are unlikely to know about this. Open rate - tells about the title. Click rate will tell you about the desire to go, and not about the quality of the letter. There is nothing in between. In content mailings with buttons, it is generally difficult, because buttons are about sales, and we are about trust and benefit. Out of despair, they usually put a button "Buy something", which leads to the main site or to the section "All products". This vagueness kills the effect. Because there is a request “to buy diapers” and there is no request “to buy something from the Planet of childhood” company.

Why We Still Use Email Business gurus today give advice on email management, and in IT circles it has become fashionable to brag about how "I can control myself and check my mail only 2 times a day." And this is really an achievement, because, according to the study, an office worker on average checks his inbox 77 times a day, and there are cases when some paranoid people do it 343 times a day. Another study claims that every time a person looks at a pop-up notification of a new email, it takes 64 seconds for them to recover and focus again. And, of course, everyone says in unison that email kills productivity, the joy of life, makes you nervous and feel guilty. It is logical to believe that email as a service should soon die, it is not a tenant and is on artificial life support. It is only needed to confirm the registration and recover the password. Increasingly, you can hear that a startup has appeared in the Valley, who sees it as his duty to replace e-mail and save the suffering people. However, as one researcher put it, email is the cockroach of the internet. Killing him is not as easy as it seems. And there are several good reasons for this. Email Marketing: Neither alive nor dead

What to do? How to keep abreast of what is happening in the world and on the Internet, without spending half a day on it, and then another half of the night? There is one radical service that is becoming popular among a large number of Internet users today. His name is email. Namely email newsletters. It is important to understand the concepts here. In Russian, a newsletter is a company newsletter. This is what PR people do. In English, a newsletter is any newsletter on any topic. It can be a weekly selection of the most popular articles of a website, or an author's newsletter that tells at a certain frequency about news in a particular area (finance, technology, games, social media, fashion), or, for example, an entertaining newsletter with the most funny videos, pictures and quotes. Newsletter can be presented as a list of links - digest, or as a full-fledged information block. In the first case, the user needs to follow the link to the source site, in the second case, it is optional. The main beauty of all this is that someone has already done all the dirty work and chose the most important, interesting, popular and fun. Good newsletters are worth their weight in gold: they save time and nerves. Many are tired of the endless flow of information, and something completed in the mailbox calms

and brings a little order to the surrounding chaos. The user opens the letter, he knows that it is not spam, he subscribed to this newsletter himself, he knows what it is about, maybe he even waited for it, and most importantly, he knows that it has an end. That is why it is quite appropriate to call email - the cockroach of the Internet. Having accepted the new rules of the game, he has adapted perfectly and is not going to go anywhere yet. If we continue the analogy with the stream, then the authors of the newsletters are fishermen who know how to cast the net correctly and where to do it in order to catch the fattest fish. And the user, dry and unharmed, sits on the shore at this time, doing his more important business and waiting for the next portion.