Greetings Floor Dealers!
Email can be a powerful way to market your business, but most email marketing is done badly.
Here are some stats about email from a few years ago. They are a little dated, but they are instructive, and I have no reason to believe the numbers have changed much.
- Only 13% of emails are opened
- Those with 35 or fewer characters in the subject line were opened 19% of the time
- Click through rates (This is when you have a link in your email and people click it.): long subject lines had a 2.8% click through, under 35 characters had 3.5% click through.
- 30% of emails are read within 2 hours
- 70% lay around for days
Okay, so what can you glean from this to improve your email marketing? Several things:
First, remember that most email marketing is done completely wrong. It’s done at least as badly as most traditional advertising, and most times it’s worse. These stats reflect that.
Second, it is possible to do email marketing and get much better results. (More about that in a minute.)
Third, email may be a cheap way to market, but the open rates extremely low. Bulk rate junk mail gets a better open rate than junk email.
Fourth, subject lines in an email have the same function as a headline in your print ad or website. The subject line is the “ad for the email.” Short, curiosity-building subject lines work best. I’ve seen the same email get a big boost in open rates just by changing the subject line.
In the next post, I’ll discuss strategies to get great results from email marketing.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!