The email is an effective tool for online communication, going back as far as the 1960s. Over half a century later, it’s still one of the preferred methods of exchanging messages, especially between businesses. When it comes to marketing though, plenty of businesses are turning this timeless tool into extremely costly mistakes.
Every few moments I find an unsolicited email in my inbox, getting me to either fork out money so some “strangely unfamiliar” wealthy dude can send me millions, or to invest in a miracle product/ service that promises the whole world in terms of income. My reaction; I delete them or mark them as spam. For some emails, I even create filters that help clean up my inbox further. (I’ll cover inbox housekeeping in a future write-up)
What the aforementioned businesses are doing is that they purchase or hack into databases of cold leads, then blast countless emails, hoping to receive a handful of responses. Research has shown that the response rates for such methods can be as low as 0.3%. That means for every 1,000 emails sent, there might be 3 responses.
Now, getting a low response rate is one thing. What really makes it expensive for businesses is when recipients (like yours truly) mark these unsolicited emails as spam. What happens next is that all future emails (including valid subscriptions) get moved to the JUNK Folder; and in email marketing, the junk folder is pretty much the end of the road. This means no matter how good your products/ services may be, these recipients will probably never hear about them again.
So when a business continuously spams a database of cold leads, it is actually turning potentially profitable prospects into long-term (possibly permanent) enemies! Over time, the database of cold leads get less and less profitable, then the business moves on to another database and continues associating its brand with email spam. Not much of a marketing plan if you ask me.
On the other hand, when businesses take the time to grow a database of warm and active contacts, their response rates can go through the roof. The methods taught in my courses for instance, help students generate around 40% open rates. That’s 133 times the industry average!
So where warm leads are concerned, even a database of 10 people generates more responses as compared to 1,000 cold leads!
Do you know of any businesses that may be turning their emails into costly liabilities? If so, forward them this email and who knows, it might help reduce the email spam we are all receiving today.
Look forward to top techniques that can help reduce your email ‘spam score’, and increase the chances of landing in inboxes instead of junk folders.