When it comes to email marketing, they say you should focus on quality over quantity, and they are right to say so. Quality leads to customer engagement, while quantity can just put you in the spam folder. Here are three areas where it's always better to focus on the quality of your email marketing campaign:
Your subscriber list
If you focus on quantity in regard to your subscriber list, then you'll acquire a whole lot of email addresses. But does that really matter if those addresses belong to people who aren't in your target audience?
Sending emails to irrelevant subscribers is a waste of time and money. According to a Huffington Post article, it's better to have a small amount of relevant subscribers:
"Simply collecting emails isn't going to translate into more growth and profits for your business. Would you rather collect 2,500 emails of consumers that aren't really interested in what your business offers or would you like 250 email subscribers that are going to open your emails, engage with your content and potentially click over to your website and develop into a lead or sale?" To learn more on this topic, read Kevin Kelly’s infamous article “1,000 True Fans”
The number of emails you send
Quality also trumps quantity in regard to how many emails you send. A novice may assume that sending emails frequently is the best way to increase leads and sales.
However, experienced email marketers know that that's how you end up on the spam list. We always recommend limiting the amount of emails you send so that you can focus on quality. Investing in an email marketing platform that provides you with valuable insights can assist you further – insuring you’re sending the right message at the right time.
And finally, some businesses try to include as much content as they possibly can in marketing emails. What they don't understand is that subscribers don't want to read about every aspect of your business.
You should try to limit the amount of content you include in emails. The less you write, the better chance you have of subscribers reading your entire message. Just make sure the content you include is top quality.
How Can Act! Help?
Act!’s CRM and emarketing tools help business owners market more effectively, allowing you to quickly segment customers into lists and groups based on your campaign goals, and provide them with the right message at the right time. With better targeting, businesses gain more in-depth knowledge about their customer base and campaign performance, which leads to increase sales and brand loyalty.