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The Science of Email Marketing

Have you ever wondered how often you should be sending out your email campaigns to customers? have you heard the rumors of that Wednesday was the best day to send, and after 1pm? Oh, No! Someone else tells you it’s Thursday, in the morning. Does it really matter?

email marketingToday Dan Zarrella of Hubspot dispelled many of the myths around email marketing. Based on over 1 BILLION emails sent by MailChimp, and on surveys and focus groups, Dan revealed scientific data that tells us what’s really effective with email (and what’s NOT).

The greatest email open rates

For years I’ve heard rumors that Tues, or Wednesday or Thursday were the best times to send email. But, today Dan revealed that the greatest number of open rates actually happens on Saturday and Sunday. Tuesday has the greatest unsubscribe rate and Thursday has the lowest. Most email is actually read in the morning. So 6-7 AM EST is the best time to send with the greatest click through rates. Unsubscribe rates are lowest in the afternoon. So the best time to send is very early in the morning and go ahead and send away on the weekends.

And oh, by the way, it doesn’t matter if you are marketing to a consumer or a business as most people use the same account for both.

Smart phones have changed email as 80% read their email on mobile devices. So optimize you email for ease of reading on mobile phones.

How many links can you put in an email without driving your reader to unsubscribe? Well, it turns out that the more links you have, the better. The highest unsubscribe rates happen when you only put one link in the email. The unsubscribe rate drops as you increase the number of links.

Email Reader Behavior and Open Rates

It turns out that people now use their email as an archive. They tend to save things that they consider to be reference information. So when your email contains content such as “how to” articles, data, statistics, cheat sheets, etc. they will be more likely to open and keep it.

Email readers use the subject lines and the senders name to filter their email. Who is sending the email impacts the open rate. So send your email from a name your audience will recognize and it will build trust. Or, send from a “celebrity”, someone well-known, liked and trusted by your audience.

The Most Clicked Email Subject Lines

Emails with these words in the subject lines have the highest open rates: survey, weekly, e-newsleter, series, posts, job. These are emails that are perceived to be part of a series. So serialized and label your emails whenever it makes sense.

The subject lines that are most reported as spam or abuse include words like: confirm, features, upgrade, magic, rewards, Christ, follow up, 10%, coupon, 15%, discount, savings, and offer.

Your readers are concerned about “What’s in it for me?” Give them exclusivity and make them feel special.

Email Frequency

the science of email marketingHow often should you send email? Is too often going to drive them away? You will be thrilled and relieved to know that it makes NO DIFFERENCE how often you send email! While once a month has the highest click through rate, anything over that it makes no difference on how frequently you send, the same percentage will open it. the frequency rate outweighs the significance of the open rate so SEND, SEND AWAY!

The unsubscribe rates is highest when you only send once or twice a month and goes down the more you send. Unsubscribes rates are highest in the first couple of days after subscribing. These new customers also click more than the older ones. So send your new subscribers the most email and email them frequently.

Do you fear that no one is reading? The data shows that 70% of people read most of their email. While they may not be responding, most are reading. You are leaving an impression with them.

Beware the Junk Email Box

People want real email from a real person. If they fear that there is a risk of getting junk from you, they will use their junk email box. 58% of people have a “junk” email box that they use to subscribe to lists. 42% send to their regular address. So to get them to give you their regular address help them to believe they will receive something valuable, something that makes them feel special, something they won’t want to miss.

28% of people don’t believe the unsubscribe links in the emails work, but these tend to be techies and marketers (like me). So if you are marketing to them, you will particularly need to overcome these fears and build trust.

And finally, on a social media note, most people will not forward or tweet your emails. You are far better off asking people to follow you or friend you than you are to ask them to share your emails.

If you’d like to watch the whole webinar you can do so here:

How to Grow Your List, Fast!

Turn Your Business into a Bullet Train

Your marketing engine Attracts Your Ideal Customer so you get more leads and build your list, FAST. It automates tasks so you get leverage and speed to grow.

Your business success starts with your marketing engine. Just like an engine powers your car, your marketing engine powers your business. You need to get your word out to attract your customer. That’s pretty obvious. What most people don’t know is that you then need to provide value to them so that they raise their hand and shout “ME, ME, ME! I want what you have!” And at that moment, you capture their name and contact information.

Why do you need to capture their name and put them on your mailing list? Having their contact information in your mailing list enables you to build a relationship with them. And, as long as you are providing value to them, they will continue in the relationship.

How do you create this marketing engine that attracts just the right customer AND inspires them to raise their hand and shout out “PICK ME!”?

Let’s start with the components of that marketing engine.

At the core of your marketing “engine” is your website and blog with a form for your customer to sign up for something free, like a free report or newsletter/ezine. This is a critical piece. It is the foundation for capturing your customer’s contact information and continuing to build the relationship with them. So you need a website or blog to send your leads to and then on it you need a web form that collects their name and email address. That web form is the place your customer raises their hand and says “I want more”.

When your prospect gives you their name and email, you then add them to your mailing list so you can continue to build a relationship with them. A newsletter or ezine is the primary vehicle that builds and nurtures the ongoing relationship with your customer and keeps you in the front of their mind so that when they are ready to buy, they think of you.

Now on top of that core motor of the web page with web form and newsletter, you have layers of marketing tactics which feed that motor and make it turn. These are the tactics that attract your ideal customers to your engine and fill your mailing list. These tactics are like the gears that turn the motor of your business.

These are some of the things you learn in my “Be Found Bootcamp” which you can learn more about by listening to this free call “The 5 Keys to Attracting Your Ideal Customer” (note, here’s YOUR chance to raise your hand). On this free call I teach you how to add in gears (or marketing tactics), one at a time, and to get the gears to start turning to make your marketing engine more powerful.

bullet trainNow, if you remember anything about gears, the more gears that work together, the less effort it takes to make them turn and accomplish your task. Remember that? You need to know how to add gears to your engine and get them all working together in unison so you get leverage.

You want those gears to start spinning by themselves so you can walk away and they keep working for you. They keep drawing new customers to you even though you’ve moved on to something else. You want to be able automate or even delegate those repetitive tasks.

To get leverage in your business and to free up your time to focus on your gift, your product or service, you need to think of your business like a bullet train (efficient, automated and fast) and your marketing as the engine that powers that train. That engine contains your core lead collection system and then you add marketing tactics and gears to attract your ideal customer and fuel the train. The more gears you add, and the more efficient they work, the faster your train zooms off to fulfill your dreams.

Top 5 Reasons for Using the Internet to Attract Your Ideal Client

Why do entrepreneurs and business owners use the internet? How does it help them to attract their ideal client, customer or tribe? What is it they most want to do this year using the internet?

About a month ago I asked this of you, my clients, in a survey and this is what you said…

I want to:

  1. Grow My Business
  2. Get My Message Out to More People
  3. Increase Sales
  4. Be More Efficient and Save Time Marketing My Business
  5. Increase My Profits

When asked what best describes what you are looking for, you said…

  1. All of the following
  2. Attract My Ideal Customer
  3. Build or Grow My List
  4. Get More Leads
  5. Attract My Tribe
  6. Generate Traffic

Do you agree? How does this compare to your goals for the year?

As an answer to your responses, I put together a FREE teleclass 5 Simple Keys to Attract Your Ideal Customer: How to Get More Leads, Build Your List and Grow Your Business FAST!

Please join us on the call or sign up to listen to the recording.

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