Email Marketing Facts (most gurus won’t tell you…)

Email Marketing Facts – All marketers talk about how the money is in the list, but VERY FEW actually talk about the email marketing facts (those negative FACTS you most likely don’t want to know) you ought to know as an online marketer.

Today’s training is exactly about covering these email marketing facts that you most likely haven’t heard before or that are CONTRARY to what you know:

Email Marketing Fact #1: It’s Not Really “Set It And Forget It”

Although everyone claims that email marketing is automatic, that you can “set it and forget it”, it’s not really the case.

Sure, you can write 50 autresponder emails and preload them into your email autoresponder so that you have 50 emails ready to go for the next 3 months. But is it really totally “set it and forget it”?

If you want to do well in your email marketing efforts, you have to track your metrics. For example, an important metric that you need to know and track is how many people are clicking the links in your emails.

This metric is important because it gives you a general idea of how RESPONSIVE your subscribers are. If no one is clicking on your links, then your subscribers are not responsive. Conversely, if you get a high CTR (click through rate), your subscribers are responsive.

Of course, for this to be accurate, you need to have a considerable sample size.

While there is some truth to the concept of “set it and forget it”, if you want to do really well in email marketing, you need to track and test what’s working, and then improve along the way.

Email Marketing Fact #2: A Hefty Percentage Of People Are Not Going To Confirm Their Emails

When I say hefty percentage, I’m talking about 30% – 50%.

Yep, some 30% – 50% are not going to confirm their emails after they’ve opted-in to your list.

You don’t like to hear that, do you?

But hey, this is a fact. And you better start accepting this fact and learn how you can lessen the percentage of people not confirming their emails.

Let me give you 2 tips on how to do that:

First (this is what most marketers do), DIRECTLY after people opt-in to your list, tell them that you’ve just sent them a confirmation email containing a link, and they have to click this link in order to receive the freebie you promised them. If you direct them to a sales page after they opt-in, you tell them this message at the very top of the sales letter.

Second (MOST marketers do NOT do this), while you’re telling them to open your email and click the link in that email, tell them YOUR NAME as well, in bold and CAPITAL LETTERS to make it stand out so that people notice it.

Telling people your name is not about narcissism. The FIRST thing people look at when deciding whether to open an email is by looking at WHO the sender is. If they don’t know you (which is probably the case if you don’t tell them your name), chances are they’re not going to open your email.

Okay, now that you have 2 email marketing facts in your hand, let me give you the third one.

Email Marketing Fact #3: An Even Heftier Percentage Is NOT Going To Click On Your Links

The job is not done even after people have clicked the link in your confirmation email.

So what if they’ve joined your list?

When you send them a broadcast email, the CTR (click through rate) for the links in your email is less than 5%.

Of course there are people who get higher numbers, but the industry standard is less than 5%. And 5% is on the high end. 2% to 3% is a more realistic number to aim for.

There are also other factors at play such as how old your list is, and the relationship you have with your list.

If you have been building your list for a few years now, a handful of the emails are probably going to be outdated and your subscribers no longer use them anymore.

If you have built a deep and trusting relationship with your subscribers, your CTR is also going to be higher.

Driving A Ferrari Is COOL, But…

These are the 3 email marketing facts I want to share with you today. I’m pretty sure you’re shocked by the numbers I present you above because most marketers and gurus only present you with the good things about email marketing and the huge money it can bring. They don’t share with you REAL data and they don’t tell you the other UGLY side.

(driving a Ferrari from money made online is cool and looks good; but the hard work, failures, and dedication that is put into making driving that Ferrari a reality is NOT cool and is UGLY!…)

I cover more about email marketing in one of the training sessions in my Get Profits Fast GOLD Coaching where I teach you STEP-BY-STEP how to REPLACE YOUR JOB FAST.

What do you have to say about the above 3 email marketing facts?

14 Responses to “Email Marketing Facts (most gurus won’t tell you…)”

  • Dan on February 23, 2012

    Agreed, it’s all about testing and seeing what works, then constant tweaking. Building a relationship with your list if def not set and forget. I have used wacky headlines to increase my open rate.
    Dan

  • Terrance on October 21, 2011

    Understanding the CTR percentage is important to have realistic expectations. This makes it even more important in building long term customer relationships. There is much more to email marketing as you have discussed that is important in order to achieve some level of success.

  • Edwina on August 13, 2011

    People will stop opening your emails if they think you’re just trying to sell them something all of the time.

    You have to give them value.

  • Good tips…and I do happen to agree that you should be giving your name, as a marketer. We think of contracts these days as being the most binding of commitments, but I do believe a person’s word is in their breath.

    Do people get misused and abused this way? Yes, in fact, sometimes they do. Do people also often build trust this way, in a way impossible to do with a number instead of a name? Absolutely!

    There are downsides to pretty much everything in life, but to be in the game, you have to accept a certain amount of risk, such as having to answer someone’s question from time to time.

    Good post!

  • Malachi Tikas on July 22, 2011

    Great information for anyone that is in internet marketing or anyone that is planning to get into it. I have been doing it for over four years now and I don’t do too much with e-mail because I have never had a lot of luck with it but I do know that most of the thing the ‘gurus’ tell you are typically going to be overinflated or only for the top 1% of internet marketers. The numbers and information in this article are more realistic for the majority of people that are using e-mail marketing. Thank you for the time you took to put this information together.

  • Jeannie on July 13, 2011

    You point about identifying yourself by name. There is so much spam out there, that You need to identify your self early on and and anchor that in their mind.
    This way, they know it is safe to open the email.

  • Jamie Roux on May 22, 2011

    I want to respond to the advice of giving people your name. One of the most important aspects of persuasive communication applies here as well: Source credibility. Who is the person wanting me to subscribe to his e-mail list? What is his level of expertise on this subject? Can he be trusted? These constitute the credibility of the “source” and giving your name helps to create trust.

  • Jason on May 11, 2011

    Not everyone can be successful with email marketing but one could earn big time when doing the right thing. One important thing to consider is to make your messages look legit.

  • Adam Moore on August 13, 2010

    Email marketing is quite effective in lead generation. i made a couple of affiliate sales by email marketing alone~.,

  • Welly on March 29, 2010

    @Jared: For new subscribers, they get AR messages that I have already preloaded PLUS broadcast emails (usually once or twice per week).

    @Vance: Yep the stats are not shocking for people who have already had experience building a business. They are shocking though to most, if not all, beginners.

    Welly

  • Vance Sova on March 29, 2010

    Hi Welly,

    Your 3 email marketing facts are not really that shocking to anybody who’s done any business and marketing whether online or offline.

    When people do the snail mailings offline,they usually get a response rate of anywhere between 1% to 4% the average being around 2%.

    There is no reason to believe that people will be more responsive online.

    You are right about it not being “set it and forget it”.

    The money is really in the relationship with the people on the list and a relationship implies that you relate with the people at least by occasional broadcast emails and not just load messages into your autoresponder.

    The reason why people don’t always confirm their opt ins by clicking on the confirmation link is at least partly because they don’t check their emails right after they opt in and the confirmation email gets buried.

    Will adding your name in block letters help with that? I’m not sure.

    Your post is helpful and thought provoking.

    Vance

  • Jared Detroit on March 28, 2010

    I agree with not being able to just set it and forget it. If you’re not reacting to your metrics and coming up with new content to capitalize or counteract those metrics, you’re losing out.

    How do you do your emails for new subscribers? Do you put them on a list of auto-responders or do you put them in a general list that you send something out weekly to everyone?

  • Welly on March 26, 2010

    Hi John,

    You don’t need to reach a certain level before you can build a list. That is a mistake. You should start building a list RIGHT AWAY once you’ve determined what market you want to go into.

    A lot of times, people just say to themselves that they’ll build a list later when the time is right… and you know what? The time is never right for them so they keep on procrastinating.

    Just imagine how many people you’ve built into your list if you’ve started 6 months or 12 months earlier than you could have.

    Welly

  • John Soares on March 26, 2010

    Welly, I haven’t yet ventured seriously into creating a list. I think an information marketer needs to be at a certain level and in a certain niche before that’s the right move.

    You’ve definitely given me a lot to think about here.

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