What Can Business Owners Expect from Email Marketing?

If used effectively, Email marketing is never spam. It can be invaluable for small business owners by helping them attract new customers and generate sales quicker. It is also more affordable than other forms of direct marketing campaigns.

The success of a business’s email marketing campaign lies in a handful of factors. Among them, what you are offering, the quality of your email lists, your audience, your message, and more. Response to any efforts can also vary by industry. Get familiar with your own industries data and success rates but also understand that individual results may vary as well. As with other forms of marketing, it has its benefits in immediate as well as longer term effects.

Email Marketing Statistics

MarketingSherpa‘s recent email marketing benchmark guide reported some interesting statistics.

  • Business-to-Consumer emails achieve an average open rate of 20% and a click-through rate of 8%.
  • Business-to-Business had a slightly better response with average open rate of 20% and a click-through of 12%.

It is helpful to track your opens and click-throughs on each campaign individually and from month to month. Once you have gained a better understanding of the trends in your email responses, you can begin to establish more measurable results and goals, as well as exercising the ability to begin testing different subjects and content.

The common goal of course, is to persuade email recipients to open the email and check out your products and services. Some great ways to encourage your recipients to click into those emails are:

Get Your Brand Name in Your From Line

Make sure your brand name will be in the From line. This will help to ensure that recipients will recognize the source of the email. 64% of email respondents describe the From line as the most important factor motivating them to open the permission-based emails.

Impressive Subject Line

Just as important as the From line, the Subject line must convince the viewer to become a respondent. Be honest and avoid anything misleading in your subject line. Keep it short and simple.

Send Emails at the Correct Time

How will you know what time is best for you to send out your email campaigns? Test it. Do not assume you have some data that tells you the optimal time. Check for yourself by sending them out at different time periods and monitoring the results.

How Do I Improve Click-Through Rates?

Use a simple message. You only have a few short seconds to get a viewers attention. The best way to do this is with a short, powerful message that explains exactly what you have to offer and a short list of great benefits.

A great deal can also be very compelling. Are you offering a good coupon deal? A 2-for-1 rate? Add something to your email offer that will trigger a purchase now. Feel free to use free trial offers as long as you are aware of the expenditure and how it could affect your budget.


@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education ( Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.



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