- Rachel DeSantis 10.18.2015
As a web developer, you’ve probably relied on email to either communicate with clients or to send transactional emails such as welcome messages and password reset information. However, email can be an effective marketing tool for your business. In fact, according to MailChimp’s Email Benchmark Statistics, the software and web app industry enjoys a 22.5% open rate, 2.7% click rate, 1.1% soft bounce rate, 0.9% hard bounce rate, and a 0.4% unsubscribe rate. Silverpop, which handles larger brands’ email needs, further confirms the popularity of email marketing in the computer software and online services industry, quoting the mean unique open rate as 21.5% and click-to-open rate as 12.8%.
The numbers above come to show just how popular email marketing can be for B2Bs, but if you need more proof, take a look at the following three statistics:
So, now that you’re ready to embrace email marketing for your web development business, let the following points guide you on how to get it right.
One of the first and most critical steps in establishing an email marketing campaign is choosing the right email service provider (ESP) for your business. ESPs are services that allow businesses to manage email accounts through an online interface. In simpler terms, they are services that give you more control over your email campaigns by offering avenues to format an email message to include images or links. Three of the top ESPs you can opt for are:
MailChimp – The choice of over 9 million individuals and the platform behind 600 million emails each day, MailChimp offers highly responsive email marketing through automation, personalization, and advanced analytics. The service comes with a point-and-click editor that doesn’t require any HTML knowledge. Despite a range of features, MailChimp has a few flaws you should know about, including issues when PayPal or WordPress is integrated, basic templates for subscription forms, and links to YouTube videos which can be very distracting at times.
Constant Contact – Offering effective email marketing and online marketing campaigns, Constant Contact is known for its tools’ advanced features, award-winning support team, and library of marketing tips and strategies. You can test the service for free and then pick an affordable package according to your needs later. However, this service may not be for you if you seek a cross-platform inbox preview.
iContact – An excellent service for easily creating and tracking professional email campaigns, iContact offers a wealth of features for less than $15 for 500 contacts. What makes this platform one of the best is that you can create email campaigns very easily. However, you’ll need the Salesforce application to view statistics regarding conversion rates.
Determine what you want to accomplish from your email marketing campaign before you start. Also make sure to document your goals in order to guide the individual(s) overseeing the campaign, especially since they’ll be deeply engrained in the campaign and strategizing your upcoming ventures.
The power of your email marketing campaign depends on the distribution list you build around it. Develop your email address lists with care and ensure that it’s curated and tagged appropriately so that your emails reach their targeted audience. One of the best practices to create a solid list is building it with your industry in mind and designing it towards a specific objective.
Newsletters are a mass mailing technique which offer readers the latest information and updates related to the sender and its offerings. However, they’re teasers; their goal is to drive readers to your main website or landing page to convert them. Unfortunately, many web developers don’t use this tool effectively despite its ability to keep their clients up-to-date and ensure their interest. If you want to connect one-on-one with your clients and become an industry leader, use the following tips to create an effective newsletter.
Establishing a lead nurture campaign involves creating a series of emails that would be sent over a period of time to make individuals on the fence interested in what you have to offer. Usually, such a campaign includes many emails that would be sent weekly, monthly, or annually to prospective clients. By ‘dangling the carrot’ using blog posts or other types of content, your clients will actually want to come back for more.
There’s no magic number when it comes to how frequently businesses should send out their email newsletters. There are variables that could impact this factor though including the time sensitivity of your content, your subscribers’ expectations, and the availability of resources to create your newsletters.
Use these tips for generating your upcoming email marketing campaign and rest assured that you’ll be getting more orders for your web development services soon enough!