Email Marketing – Is it suitable for your business?
Email Marketing: In one guise or another, we've been in business a long time, and we're pretty damn sensitive to how people feel when they receive unsolicited calls and emails. In our current business, the problem is acute. Just about every business owner in Australia, including us of course, receives a torrent of unsolicited, time-wasting, low quality offers of websites and SEO' every single day.
We really do know how you feel about this. We try hard - really hard - to be polite to the people who call us as we're having dinner and ask us yet again '...am I talking to the owner of "Sydney Business Web ?" Would you like to be on first page of Google?" (sic).
We try hard because we know that the poor sod on the other end of the line is just trying to make a living, as we are ourselves. However, as a justified exception, when we receive scam calls, we have endless fun asking "where's my free toaster?" and "do you realize you are speaking to a police officer?"! But that's a different although very funny story (we love winding up scammers!).
Why do People Use Email Marketing?
Like me, you probably go through your email pile every morning and delete everything you don't recognize, unless it has a really striking headline relevant to you and your industry (and even then it almost always disappoints you anyway). You also delete everything with a heading like 'SEO proposal', 'Pay for results only', page 1 of Google', and 'free webinar will make you millions'! I can't even write these things without laughing.
So why do people do it? Why oh why oh why? Well here's the thing:
The Upside of e Email Marketing
The image above of a Email Marketing Stats Panel at Sendinblue (click for full size) shows:
You will no doubt have noticed the SMS facility in that image, but as we haven't used SMS for marketing (yet?) we offer no comment.
The Downside of eMail Marketing
Email marketers use SMTP email integration ( and other geeky methods) with providers such as Sendinblue and MailChimp because they need website infrastructure that's set up to send thousands of emails a day, and they need the additional features for list management, sending downloads for newsletters etc.
It's also safer to work through an SMTP platform than through your own domain, because mass email always runs the risk of getting your IP blacklisted - and suddenly none of your business emails are being delivered because the Spambots are blocking them. Getting your business IP off a blacklist can take days or weeks, which can obviously damage your business and brand.
If you get your email provider's IP (web address) blacklisted with your low quality emails they will often shut down your account after a couple of warnings. But they can see it coming - they count the number of rejected emails, bounced emails, complaints and unsubscribes and their tolerance levels are very, very low and they all keep a constant measure of your 'reputation' that you must act on.
Which Businesses Should Use eMail Marketing?
The answer to this is any and every company. As proof of this,
Conclusions and Remarks
if your business is not using eMail marketing, you are almost certainly losing out. However, you will need to identify your customers and not blindly spam every address you can find. You need an ethical code of conduct, genuinely good offers and a tight control over the whole process.
Your spam complaints need to be kept to less than 0.5% and you must never contact those customers again, or the ones who unsubscribe. Your follow-through must be immaculate and your website must have a well designed sales funnel.