Moving Past Email Marketing Intimidation
As someone who's been managing email marketing campaigns for two decades, I get questions about it all the time. Almost all of my clients trust me with their email marketing, and today I want to share some key insights I've gained over the years.
Who Should You Email?
The first question I often get is about who to email. Your customer database is crucial - if you have hundreds or thousands of customers, staying in touch with them is vital. In today's world of constant digital noise (social media, streaming, endless emails), it's important to remind people of what you offer.
I also recommend emailing:
People who sign up through lead magnets (offering valuable content in exchange for email addresses)
Networking event contacts (follow up within 1-2 days)
Social media lead generation contacts
Referrals (though these might need a different email schedule)
Crafting Effective Email Content
I always emphasize keeping emails short. I've had clients who wanted to write lengthy emails, but they typically end up with higher unsubscribe rates. Here are my key tips for content:
Write clear subject lines (AI can help with ideas, but be careful to maintain your voice)
Personalize when possible - I'm more likely to read emails addressed to "Wendi" than generic greetings
State your purpose early - don't make readers hunt for the point
Include clear calls to action
Keep messages relevant to each segment of your audience
Timing and Frequency
There's no universal rule for email frequency. For e-commerce, I might send 20 emails monthly for a client. For service businesses, weekly or monthly updates might suffice. If you're just starting, I recommend monthly emails, then building to twice monthly unless you have time-sensitive products.
Common Mistakes to Avoid
Over the years, I've seen clients make some crucial mistakes:
Cutting their database too quickly (one client reduced a 10,000-person list to just recent contacts and saw engagement plummet)
Stopping too soon (it often takes 6+ months to see real results)
Using outdated formats (like lengthy community newsletters that nobody reads anymore)
The Numbers That Matter
Here are the key metrics I watch:
Open rates: 15-25% is decent, above 25% is good
Click-through rate: 2.5% is average, above 4% is excellent
Conversion rates: Above 5% is great
Bounce rate: Keep it under 5%
Unsubscribe rate: Under 0.5% is great, over 1% is concerning
ROI: Expect about $42 return for every dollar spent
Engagement time: 10-15 seconds is average
Platform Choices
While I use several platforms (Constant Contact, Mailchimp, Flow Desk, Klaviyo), the key is choosing one that matches your needs and technical comfort level. Don't just use Outlook or Gmail for mass emails - invest in a proper email marketing platform.
Remember, email marketing isn't about instant results. It's about building relationships and staying top of mind. If you need help getting started or improving your current strategy, I'm always happy to take questions about metrics, platforms, or messaging. Sometimes, you just need another set of eyes on your campaign to make it more effective. Send me an email: [email protected]
