Make Email Marketing Work

Email Marketing is not dead

Let's to talk about EMAIL SEGMENTING.

So here is the thing, once upon a time emailing marketing was AWESOME. An email message would have an 50-75% open rate and 50% click through rate. That was also back in the day when people were using AOL as their internet service provider. Gosh, times sure have changed....

email image

Email marketing was great until marketers started flooding people with spam and relentless email messages. Now, depending on the industry - you are doing rockstar work if you have an 20-30% email open rate. The average is anywhere from 15-18% open rate, depending on the industry. Mailchimp keeps track of the open rate statistics, here is the open rate by industry (last updated March 2018).

The highest open rates belong to the Hobbies 27.35%, Arts and Artists 26%, and Religion 25.33% industries.

Industry Open Rate Click Rate Soft Bounce Hard Bounce Abuse Rate Unsubscribe Rate
All non-labeled accounts 21.09% 2.61% 0.61% 0.39% 0.012% 0.23%
Agriculture and Food Services 23.12% 2.69% 0.57% 0.36% 0.012% 0.29%
Architecture and Construction 23.13% 2.55% 1.39% 0.91% 0.014% 0.35%
Arts and Artists 26.03% 2.66% 0.57% 0.34% 0.012% 0.29%
Beauty and Personal Care 17.01% 1.76% 0.38% 0.28% 0.013% 0.31%
Business and Finance 20.47% 2.59% 0.63% 0.46% 0.010% 0.21%
Computers and Electronics 19.39% 1.98% 0.92% 0.54% 0.012% 0.29%
Construction 21.01% 2.03% 1.38% 0.98% 0.018% 0.40%
Consulting 18.96% 2.15% 0.88% 0.58% 0.011% 0.28%
Creative Services/Agency 21.59% 2.51% 1.02% 0.70% 0.012% 0.37%
Daily Deals/E-Coupons 14.92% 2.30% 0.12% 0.07% 0.005% 0.10%
ecommerce 15.66% 2.07% 0.31% 0.19% 0.011% 0.24%
Education and Training 21.80% 2.48% 0.54% 0.37% 0.009% 0.20%
Entertainment and Events 20.41% 2.19% 0.48% 0.32% 0.009% 0.28%
Gambling 18.47% 3.15% 0.42% 0.42% 0.013% 0.14%
Games 19.71% 3.19% 0.47% 0.39% 0.013% 0.24%
Government 26.52% 3.65% 0.49% 0.34% 0.006% 0.13%
Health and Fitness 20.06% 2.18% 0.41% 0.33% 0.013% 0.37%
Hobbies 27.35% 4.78% 0.33% 0.19% 0.013% 0.23%
Home and Garden 22.21% 3.02% 0.57% 0.35% 0.016% 0.36%
Insurance 20.99% 2.09% 0.75% 0.72% 0.016% 0.25%
Legal 21.14% 2.71% 0.75% 0.54% 0.010% 0.22%
Manufacturing 20.51% 2.18% 1.30% 0.83% 0.015% 0.35%
Marketing and Advertising 16.48% 1.74% 0.71% 0.47% 0.010% 0.26%
Media and Publishing 21.92% 4.55% 0.29% 0.15% 0.005% 0.12%
Medical, Dental, and Healthcare 21.09% 2.25% 0.69% 0.59% 0.015% 0.29%
Mobile 18.41% 1.98% 0.61% 0.48% 0.011% 0.34%
Music and Musicians 21.80% 2.68% 0.55% 0.33% 0.011% 0.28%
Non-Profit 24.11% 2.57% 0.50% 0.35% 0.009% 0.20%
Pharmaceuticals 18.95% 2.39% 0.69% 0.55% 0.010% 0.20%
Photo and Video 22.99% 2.90% 0.72% 0.47% 0.014% 0.40%
Politics 22.30% 2.13% 0.43% 0.31% 0.013% 0.21%
Professional Services 20.77% 2.39% 0.90% 0.61% 0.012% 0.30%
Public Relations 20.21% 1.63% 0.72% 0.46% 0.007% 0.19%
Real Estate 19.67% 1.80% 0.57% 0.40% 0.015% 0.29%
Recruitment and Staffing 19.33% 1.81% 0.51% 0.47% 0.008% 0.28%
Religion 25.33% 2.92% 0.24% 0.15% 0.007% 0.13%
Restaurant 20.26% 1.06% 0.37% 0.22% 0.011% 0.28%
Retail 19.36% 2.24% 0.35% 0.24% 0.011% 0.27%
Social Networks and Online Communities 21.13% 3.16% 0.38% 0.23% 0.008% 0.22%
Software and Web App 19.81% 2.05% 1.02% 0.69% 0.011% 0.35%
Sports 23.77% 2.88% 0.44% 0.31% 0.010% 0.28%
Telecommunications 20.27% 2.20% 0.96% 0.69% 0.010% 0.24%
Travel and Transportation 20.03% 2.00% 0.63% 0.39% 0.012% 0.24%

 

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Engagement is the Key to Email Marketing

Do not worry about people subscribing or unsubscribing - that is just a part of doing business. People who are interested in you content will follow you as long as your content is consistently good. This is why you need to build up a loyal audience. Read this article if you need help creating a loyal audience.

Personally I only want to send out my content to interested customers. These are the people who will most likely comment, like and share my content. It pointless to email people who will NEVER or RARELY open your messages. So again, don't feel bad about that.

So, here is the million dollar question: "What can you do to get more email interaction?" Let's say you have 5,000 or more people and need more sales.

There are MANY things you can do. One of the best ways to get more traffic is utilizing EMAIL SEGMENTATION.

The story of a shoes salesperson.

So, let me give a very silly explanation. Let's pretend that you own an online shoe company for men and women. Part of your sales strategy includes email marketing. So, would you send out a generic, one-sized-fit-all email messages to your customers? Would you send out the same type of message over and over again?

Of course not!

Each time you make a sale, you should be categorizing each client and creating an audience. Each audience should be then segmented and receive messages that appeal to them. I know it sounds like a lot of work but think about it - would you rather receive a generic message about buying shoes or would you much rather receive emails that fit your unique purchasing needs?

People are tired of feeling like numbers. They want to feel like you understand their needs and wishes.

If you haven't segmented your email list, that is okay - start emailing your clients surveys and and ask them more about their wants, lifestyle and purchasing needs.

How do I segment my email messages?

Below are some of the ways you can segment your audience:

  • demographics (sex, gender, age)
  • purchase history
  • service/product needs
  • product review history
  • email open/click rate
  • purchasing behavior
  • online behavior

Then start getting nerdy and review those analytics. Look at your email open, click and send rates. I really recommend using Mailchimp, but there are other options available. There is no point wasting time (and money) sending out content to no one wants to read it.

Best of luck and don't hesitate to send us a message if you need more help.

Need help with your business?

Schedule a free, 30-minute call with Denise today!

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