Typically when I ask that question I get one of the following answers:
"We don't have one."
"We stopped using it because we aren't sure how to update it."
"No clue. It's been a while since we looked at the stats."
None of which are good answers.
I promise you it's well worth the effort and expense to create a Thank You email, update the one you have, or pay attention to the stats of the one you send.
Don't take my word for it. Take the word of Marketing Sherpa, the research institute. They've been around since 1999 and have published thousands of case studies, how-tos, charts, blog posts and more in an effort to track what works in the marketing world.
Marketing Sherpa's study shows the average open rate for Welcome Emails is a whopping 50%.
I can tell you, from personal experience, that I believe this statistic.
Coincidentally we recently put together a case study about a client centering around a Thank You email for the attendees of a monthly event. Considering that some attendees spent all of $3 with our client, the effort that went into the email might seem like overkill to you.
Given the results of the email -- a 55% open rate and a 25% click rate -- the client felt otherwise.
I'm sure they will use this Thank You email for a long time to come, though we will probably update it periodically.
Finally, last month I mentioned that I was featured in two 10-minute podcasts about LinkedIn. The show, More than a Few Words, is a production of Roundpeg, a digital agency in Indianapolis. Here is the link to the first one. Let me know if it's helpful. We'll share the next one as soon as it's available.
P.S. Chicago-area marketers and small business owners: Check out Keys to Digital Marketing Success, the one-day conference on February 28 at the College of DuPage in Glen Ellyn, Illinois. I'll be presenting Mastering Email Marketing. Take a look at the agenda to learn more. There's still time to register!
Fuchsia, Blue, or Lime Green?
The Role That Color Plays in Branding
It doesn’t matter how fantastic your product or service is; if you can’t get clients to connect with your brand, you’ll never get the opportunity to sell to them. Marketing and branding your business appropriately is your business’s greatest weapon when it comes to customer engagement, as it helps quickly and clearly communicate who you are, what you do, and the value you can provide to them as an individual or organization.
Video Production Tips for Small Businesses on a Budget
In our video on Do-it-Right Email Marketing, we give tips on how to be successful at engaging your client base through email, starting with building your list properly and guiding you all the way through the completion of your campaign.
One of the tips we touch on is that in email marketing, content really matters.