You craft a great email marketing campaign. You hit send. And just when you’re ready for the leads to start pouring in…
...all you get is crickets.
What do you do? Scream in frustration? Cry in the supplies closet? Swear off email marketing forever?
At the October session of Business Wise Insiders on “The Science of B2B Sales,” we discussed an eye-opening statistic that can change how you evaluate your email marketing strategy:
The 80-20 Rule of Email Marketing
The truth is, it’s not uncommon for an email campaign to fall flat—even when it’s a good one.
Check out this slide from our October Insiders presentation:
That’s right—research shows that 80% of your email marketing success comes from only 20% of your email campaigns.
That means just one in every five emails is responsible for the bulk of the leads you generate.
So what does that mean for you?
Focus on What Works
The first lesson is fairly obvious:
When you strike gold with a successful email campaign, take note. Reuse it liberally. Put it in your regular rotation. It worked once, so it’s likely to work again.
More importantly, figure out why it worked, and incorporate those strategies into other campaigns.
Don’t Get Discouraged
The second lesson is a little harder to absorb, but it’s critical:
Don’t let one (or two, or three, or four) sub-par campaign discourage your commitment to email marketing or derail your whole strategy.
Stick with it, and you’ll eventually hit on a campaign that does generate good leads (and maybe even pays for your entire investment). But if you quit, you’ll never get there.
Furthermore, email marketing is a game of percentages. Sometimes your message gets in front of the right prospect at the right time. Sometimes it doesn’t. The same message might flop one month and hit it big the next.
So keep at it. Give your campaigns multiple chances before giving up on them. Analyze your results to see what works and what doesn’t. Test, refine, and move forward.
When you hit the 80-20 email marketing jackpot, you’ll be glad you did.
And as always, if you’re looking to meet and share ideas with other smart sales reps in Atlanta, Charlotte, or Dallas-Fort Worth, join us on the second Tuesday of every month for Business Wise Insiders.