Written by: Vickie Sullivan | November 18, 2021
You Can’t Rely on Just Email Marketing
A lot of us use email marketing, so it’s good to measure its performance every once in a while. Marketing Profs recently published a stat-filled infographic (free registration required) to help with that.
Move past the interesting but general stats in the beginning. Check out the industry rates towards the end. You’ll see open rate and click-through rate for professional services isn’t great: about 14% and about 8%, respectively. Worse, the bounce rate is about equal to the open rate.
What these numbers tell us thought leaders:
• We’re not alone. Confession: I used to pull my hair out trying to increase my open rates and lower the bounce rates. But now that I see that the consultant and training providers in this research have a 12% open rate and a 14% bounce rate, I’m going to cut myself some slack. Folks, engagement is a problem for all of us. It happens when content marketing becomes a tidal wave of email messages.
• We can’t depend on email anymore. Given these numbers, we must broaden our outreach. Just sending emails to our list isn’t gonna cut it. Email will always be a cog in the big marketing wheel. It just can’t be the only spoke.
Listen: 2 Things Our Website Must Do to Support Email Marketing
These stats are a great start to evaluate our email efforts. The bigger question: What do we do other than drive traffic to the website and increase our email list? Put this on your strategic planning agenda for 2022.
Now Read This:
- Give Your Email Marketing a Boost: Add Explainer Videos
- Springboard Marketing: Leveraging Your Expertise into an Empire