Why Do So Many People Half A** Their Email Marketing?

We see it so often. Companies without a true email marketing strategy. Someone is owning email while also owning paid, maybe social, maybe 3 other things. They send email when someone tells them to, but there is no true strategy. They’re totally half-assing their email marketing.

Why? Because email marketing can easily be overlooked. If you aren’t already using email marketing with a very specific strategy, sometimes the benefits can be hard to see. Most people don’t realize that email marketing has proven over and over again to deliver a much higher ROI than most other marketing channels.

In fact, according to Campaign Monitor, email marketing shows a $38 return for every $1 spent.  Wowza!

So first things first, why are you using email marketing? This is the first step. Decide why and how you are going to use email marketing to support your business.

Are you using email to drive traffic? If so, you should be delivering emails to your list regularly. Promote content, promote pages on your site, entice people often to come to your site.

Are you using email to drive leads? Maybe lead gen is your main goal. Make sure you are using email to promote your webinars, any big meaty content pieces, quizzes, give-aways, etc.

Are you using email to directly impact sales? Maybe you’re a retailer and need to see a true return on every email sent. Make sure you’re communicating your sales, your new products, etc. often.

And through all of this, make sure you’re targeting the right part of your list. Sending every communication to every person on your list is not the way to go! That is classified as half-assing your email marketing.

Figure out your goal, and then figure out how to break apart your list for the best results.

Don’t promote a sale on women’s bikinis to all men, kids, and women on your list. Be smart, be targeted.

Stop half-assing your email. Figure out your goal. Figure out your targeting. Send better emails.




A/B Testing – Don’t Ever Stop Testing Your Emails.

A lot of people can get comfortable in their day to day email marketing.

Send a newsletter on the 1st of the month, send offers twice a month, send an email when there is a product announcement, etc.

They don’t put thought into how often, what they’re sending, what subject line they are using, etc.

They could be getting so much more out of their email marketing if they would just test.

Here are some things you should always be testing:

  1. Subject lines – get that open rate up! Be exciting, be daring, play around. “Announcement: X, Y, Z” doesn’t have to be your go-to.
  2. When you send – don’t send at 6am on a Monday just because you always have. Test the day and time you send to see when your audience is the most engaged.
  3. Format – image, content, CTA might work best, but it also might not. Change it up, see what people respond to.
  4. CTA – always use a button? is it always orange? Try switching it up. Maybe a blue button will spark interest, maybe green. TEST!

These are just a few things to start out testing. So stop doing the same ol’ thing in your email marketing, and start testing!

Want more info on how to test your email campaigns? Here are some great resources:





unbounce cta conf

Our Favorite Marketing Conferences

Whether you’re looking to stay up-to-date on the current marketing trends, get a little inspiration, or pick up a new skillset; here are some of the best marketing conferences to attend.

Well, at least in our opinion.

MozCon – Three days of forward-thinking, actionable sessions in SEO, social media, community building, content marketing, brand development, CRO, the mobile landscape, analytics, and more.

Unbounce CTA Conf – The CTAConf environment is about problem solving, knowledge sharing and improving your online marketing

SMX – Search marketing continues to be the biggest and most powerful form of digital marketing. Search Marketing Expo has been the leading conference for SEO & SEM professionals since 2007, helping thousands of marketing practitioners succeed with actionable tactics.

Seattle Interactive – Seattle Interactive is the definitive digital industry event in the Northwest. Thousands of attendees turn to SIC for big ideas, tactical content, and to connect with leaders from the region’s most influential and innovative companies.

Content Marketing World – Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry.

Check them out, sign-up, preferably get your current job to sponsor you, and get better at what you do.




5 Awesome Email Marketing Examples

Get ready to get excited about these awesome email marketing examples!

We see emails in our inboxes everyday. Some make us ohhh and ahhhh, while others make us cringe.

Here are some emails that inspire the first feeling.

  1. Pizza Hut. Give me that for dinner, now. The offer is clear, the email CTA is clear, and the picture is rich. A+.

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2. Jack Daniels. They kill it with this email product announcement, the bottle and flavor is the center of attention.

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3. Seafolly. It honestly looks like I just clicked into their home page. The cohesiveness is exquisite.

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4. Showtime. They sure know drama. This announcement for a new season premier is amazing. It even gives us a way to explore the characters and get even more connected.

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5. Buzzfeed. Buzzfeed is the king/queen of storytelling and getting people to enter their site for a variety of reasons. Their emails feature bold images and just enough copy to entice you and pull you in.

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Want to see more amazing emails? Check out this gallery of email marketing campaigns and these “Really Good Emails”.




Email Marketing and Monthly Reporting

Reporting on email marketing can be tricky.

It’s hard to know exactly what you should care about. Do you report on open rate? CTR? leads generated? Well the answer is really all of the above.

Here’s why you should look at these email marketing KPIs and how you can improve your email marketing based on them:

  1. Open rate – For people to engage with your email marketing, you need them to open your email, duh! If your open rate is low, you should consider sprucing up your subject lines, testing who your emails come from, and checking your list to make sure this subject is relevant to the subscribers on that list.
  2. CTR – So you get people to open your email, but now what? You need them to engage somehow. A low CTR could mean that your CTA isn’t strong enough, or that your images/content don’t capture your audience’s attention. Consider testing all of the above to help improve your CTR.
  3. Leads generated – Were you asking your audience to sign-up for something or to give you their information in exchange for something else? Often times, email marketing is used to generate leads. If your lead rate is low, consider optimizing the landing page you are taking your list to, making sure the messaging in your email and on your landing page is cohesive and making sure you are offering enough in exchange for their information.
  4. Purchases – Is the goal of your email to get users to directly buy a product or service? Make sure you are tracking them all the way through the funnel by adding UTM parameters to your links or by integrating your email marketing software with your other systems – CRM, POS, etc. If purchases are low, find out which products people aren’t responding to. Maybe you need to segment your lists or do some more audience research.

Every monthly report should be an opportunity to better your email marketing and how you reach out to your lists.

Challenge yourself to dig a little deeper this month or next and really figure out what your email marketing KPIs are telling you.

Here are some additional resources to help you learn more about email marketing reporting: