Rebecca Felker

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Apr 2018
Email has come a long way. The evolution of this media channel over the past 42 years has turned email into one of the most cost-effective methods of direct marketing. However, the evolution of email still leaves people with misconceptions about this tool. Fallacy #1: Email is not as effective as social media. While social media has become the shiny new object, revenue from email traffic still outperforms “likes” from social media followers. In some instances, email is significantly more effective when it comes to reach. Over the past few years, the organic reach has declined to reach about 6% of your fan base according to a 2014 study by Social@Ogilvy. This means if you send 3,000 emails and also have 3,000 Facebook fans, only 180 Facebook fans will see your post, whereas 651 people will open your email. With the decline in organic reach through social media platforms, companies are spending more and more on paid advertising to get their content seen. Email traffic is not only more affordable, but it also offers an impressive 4400% return on investment or $44 for every $1 spent. Fallacy #2: Consumers don’t like promotional emails. It’s true that email marketing is widespread and consumers are increasingly leery of promotional emails. However, MarketingSherpa conducted a study and more than 91% reported they liked receiving promotional emails from companies they do business with. They also reported that 61% said they wanted to receive these types of emails at least once a week. Remember that your customers have given you their email address, which suggests that there is something about your business that interests them. Fallacy #3: The best day to send email is on Tuesday at noon. You may have read or somewhere that Tuesday afternoons are the best days to send emails. Or maybe it was Thursday mornings or Wednesday afternoons? Although there has been a lot of research done in this area, there is no magic day or time to send an email because it all depends upon your industry and audience. Understanding your subscribers and reacting to their preferences will help you define your best day and time along with testing and optimizing your campaigns - not by applying what best practice you heard or read about on the internet. Conclusion As you can see, you can’t believe everything you hear or read. Every business is different and therefore, there’s no one way of doing email marketing. Base your email marketing strategy on your audience, the message you’re trying to get across and your past experience.  
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Mar 2018
We receive a plethora of emails every single day. Irrelevant incoming emails have risen to 58% from just a few years ago. So how can we increase the 42% of relevant emails that we receive? How do we keep our customers engaged and want to open the emails we send? There are different ways to engage your customers via email, but let’s address the most effective way: sending a variety of different types of emails to keep things interesting. Let’s look at 5 different types and why you should utilize them to increase engagement. Welcome email Start off your relationship with a new customer by sending them a welcome email. Not only is it a great way for the customer to start their journey with a new brand, but it also has 320% more revenue per email than other promotional emails. It sets customer expectations, makes a great first impression and it can also encourage them to connect with you on other channels (i.e. social media). In addition, it’s also a great way to get a new customer to come back by including a coupon or offer. Promotional email This leads us into our next type of email - the Promotional email. This short and sweet email focuses on driving a purchase or conversion. There’s a clear call-to-action in order for recipients to take the desired next step(s). Create a special graphic to grab your audience and make the offer clear so it won’t be ignored. Newsletter email Improve brand awareness and continue to build a relationship with your customers through a monthly newsletter. ReturnPath found that when newsletters deliver great content and follow best email practices, they help to strengthen engagement and stay connected to the audience. It’s also a great way to increase sales. Highlight a product or explain benefits that connects them to a point of sale in seconds. Survey email Asking your customers for feedback will make them feel understood, valued, and important. Try to keep each survey simple and focused, and let them know why you want their input. This will help to gather the most valuable feedback. The caveat to this is that once you have the feedback, make sure you digest it and use it as a learning tool. And, don’t forget the follow up email; if you use customer feedback to improve a product or service let your customers know that their voices were heard and changes were implemented. Educational email Offer relevant content to your audience and inform the reader about a product, service, industry news, or upcoming event. When it’s unclear how your business can help solve a problem this type of email is especially helpful. It’s important to remember that the purpose of this email is to inform rather than sell. The common theme between these emails is the cultivation of a relationship between you and your customers. Building that relationship will keep your customers engaged and in turn, drive sales.
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Mar 2018
With all the new marketing tactics and technologies at our fingertips, email marketing remains the most effective. According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter. Email is also winning in promotional content, where according to Marketing Sherpa, 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. Email is no longer about sending email, it’s about sending smart content at the right time. So what makes email marketing a more targeted path to reaching potential customers? Direct communication Email is a one-to-one, personal channel. Unlike an advertisement that is served to many (one-size fits all approach), email is served directly to you. With email marketing, you have control over who sees your email through the use of segmentation. This can be based on a number of factors such as demographics, location, lead status or any other data you have in your CRM. Using targeted messaging suited specific to an individual ensures that your audience receives content that is relevant. And, email marketing makes it easy to customize a message for each customer, leading to a higher conversion rate. Puts the consumer first Since email is a one-to-one channel, it has the ability to put the customer first. Many companies make the mistake of talking about themselves, what they offer, features of the product and less focused on the customer. Since email can let you tailor your messaging, using content that resonates with the individual receiving the email will make all the difference. For instance, REI sent out an email that said “Now booking: your European escape. Make this the year you discover Europe”. REI prioritized the customer with tailored content that met the customer where they were. Instead, they could've said, “Check out our European adventures. We offer great prices.” As you can see, the latter doesn’t have the same effect and is aimed to speak about the company rather than the customer. There when your consumers are ready Social media has become more advanced in the visibility of posts being less dependent on time yet many posts still drop off the radar. However, with email marketing, you can avoid this issue because even though a recipient may not read your email instantly, it will remain in their inbox until the time is right for them to read it. This makes for a higher likelihood of engagement and conversion rate. Email marketing is here to stay and it’s evident in the reasons above why you should be using it to reach your customers. If you need more reasons why, check out this previous blog on why you should use email marketing to acquire new customers.
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Madrivo empowers advertisers to effectively grow brands online and enables publishers to optimize online media and to leverage customer acquisition channels.

In the constantly evolving and incredibly fast-paced digital era, Madrivo is an integrated online marketing agency that develops efficient marketing solutions, unifies customer acquisition strategies, and develops tactics to successfully move traditional operations to the Internet. The team at Madrivo guides companies, large and small, globally, to establish the most cost effective online presence.

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