Email for Engagement

Almost 270 Billion email messages are sent everyday and 60-70% of it is spam. There is a constant battle between email spam filters and spammers.  

Why Email list is your most important asset?

Of all the marketing channels available at your disposal, email offers you a distinct advantage as a marketer. No other channel can match the level of control over noise and mass personalization that email marketing offers.

The web giants own like Facebook, Amazon and Google own the internet. The rules of engagement need to suit them, you have to just follow.

When search engines were the prominent source of traffic, you rushed to do SEO, then came the era of referral traffic and everyone rushed to guest posts on Reddit, Quora or where not.

Once upon a time, social media became the major source of traffic, and we rushed to build great fan pages. 

Google, Bing, Amazon, Facebook, Twitter, Instagram does not exist to send traffic to your website. 

Despite google’s continuously failed experiments with social media, there is a constant debate whether it will continue to send traffic to your website.. The rich snippets, AMP pages, Google Answerbox, or Google Discover offers you a clue, not all traffic generated for your content is coming your way. 

Google, Facebook, and Amazon would like you to keep contributing content but would mind sending traffic to your website or app. (Unfortunately, you need to comply.)

Is your Email List a panacea?

Certainly Not. Majority of your list will be using Gmail or Yahoo, and Google can fix the rule of engagement.

The average email open rate is only 19%.

Your email has started landing in the promotions tab. Its not a free ride anymore. Despite everything, email marketing is still giving the best ROI.

Your content needs to drive loyalty. Your email list needs to be refreshed regularly. You also need to maintain an above average open rate.

A loyal list will continue to drive traffic; email marketing is going to stay. As a marketer if you produce good content you can serve the majority of it on your own website and keep driving a good amount of quality traffic over a period of time.

No other channel can match the level of personalization at mass which email can offer.

How to win with email marketing in 2019

As marketer you always need to be on your toes to get best out of your email list. You need to find new ways to constantly grow email list, keep the list engaged and spam free while create interesting content.

Innovative Strategy to grow Your email list

Your ability to grow email list is directly proportional to simplicity of your email collection process. The optimum size of email form is 2-3 fields. Every extra field you add reduces the conversion rate by 5-7%. 

You can not force people to give their email ids. Don’t get in the overreaching trap. The only way of truly engaging with your audience is offering them an unmatched value. Constantly review the value proposition you offer in exchange for the email address. There are so many ways to add value; Use content upgrades for your blog (Checklists, PDF upgrade), create a free online course, create a sequence of value adding webinars etc.

Email marketing databases naturally degrade by about 22.5% every year*, as per study by Hubspot. It’s important to have a strategy to make up for these lost contacts.

Of all the pages on your website, about page is the most ignored asset. You can write an inspiring story on the about page, list your bigger contribution and ask people to join you for a bigger purpose. (While offering them something valuable in return)

Be innovative with you guest posts and think what you can offer as a valuable exchange in your guest posts which can drive subscribers directly to your opt in page? For email if you guest post is about SEO Plan, you can offer a free customizable excel template SEO plan for free.

Buying an email list from open market is a not at all a good idea. The stale email databases will reduce your engagement level, open rate while increasing the percentage of spam and unsubscribes. 

Rather than buying an email list, you can collaborate with people in your shoulder niche and jointly promote a valuable offer driving people to opt in on your list.

If your visitor is reading an handsomely valuable content, its the right time to ask for their email address. The traditional wisdom is to promise them the future blog right in their inbox. Another way is to offer bonus content (Which is insanely valuable but not covered in the blog post).

Put your email list to innovative use

Having a engaged and valid email list can be great asset if you know how to use it. Here are some innovative ways to engage your audience

You can reach out to your email list without sending them an email. Add your email list to your most relevant retargeting campaign on facebook, linkedin, Google Display ad. You can reach out to over 60% of your subscribers with a well crafted retargeting campaign.  

Start using gmail inbox ads offered by Google. You can be on top of the Gmail promotions tab without sending an email. Create a retargeting gmail campaign to reach out to your email audience. Since its a paid campaign, you need to see what you are promoting. 

You can collaborate with people in your shoulder niches (Targeting similar demographic with a different product)

Learn The fundamentals of Sending Email

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Spam filters are constantly updated to fight the latest spam technique, they have a unique algorithm and machine learning to constantly update content and reputation metrics which keeps spammers at bay. As a marketer you need not master the spam filter. There is no trick to surpass the filters either, but understanding some basic traps help you stay in good books. As a user you will appreciate the effort and investment email Service provider put to keep your inbox spam free. The spam filters are entrusted to deliver important transactional emails in your inbox without fail. They also need to keep your inbox spam free. A small error on either side hurt the entire email ecosystem.

Desirability is another important factor. Mailbox providers calculate engagement based on multiple signals. Metrics like read rate, response rate, forward rate are positive metrics. Spam complaints delete before reading, or not opening at all is negative signal.

90% of your email list will be Gmail users. By understanding how gmail categorizes the email messages helps in getting right message in the right tab.