We are very excited to announce that we have given the system a makeover. Our new and improved user interface is ready for you to turn on and try out in Labs!
The system looks modern, less cluttered, and is much more intuitive. Don’t worry – all functionality is the same, but the experience is much better.
If you need more screen space whilst editing emails and viewing your contacts, you can minimise the new menu by clicking the menu button.
As a bonus, we’ve optimised some key workflows for use on mobile devices, including viewing reports and adding individual contacts. These changes are a step towards a fully responsive platform.
If you have Labs features switched on automatically in your account you will see the changes when you next login. If you would like early access go to Labs in your account to activate.
Once you try it out, we’d really love to hear your feedback by posting a comment below.
User Experience Developer
The Email Marketing Metrics Report has just been updated with the latest stats from February.
In this video I’ll break down the stats with a focus on open and click through rates. Plus I’ll share some tips to help you build trust with your customers.
Sadly, spammers have taught many people to be suspicious of email marketing, which means it’s our job to win back their trust. Find out easy ways to create emails that build trust with your customers.
If you enjoyed the video make sure you share it with your colleagues and clients!
Content Marketing Manager
If you’re just starting out in email marketing, or you’re looking to expand your reach, it might be tempting to purchase a marketing database as a quick solution.
Despite the consent guidelines outlined by the Australian Communications and Media Authority (ACMA), I’ve found that some marketers and new businesses still opt to use lists which they have purchased or obtained through other means (like collecting details through the phone book or newspaper ads).
And while I can see the lure of quickly getting your hands on a large number of new “leads”, there are some good reasons why you shouldn’t purchase a list or gather contacts through third parties.
Poor return on investment
Let’s look at the cost breakdown and return on investment of a purchased or third party list.
If you purchase a list, you might be looking at an initial spend of between a few hundred and a few thousand dollars.
If you obtain a list through other means, like public listings, the cost incurred will be the time taken for you or your team to find those contacts.
On top of the initial purchase price or price of attainment, you also need to consider the cost incurred from your Email Service Provider (ESP) to send the emails and store your contacts.
All up, you’d likely be looking at a minimum spend of around $500 to send emails to contacts who haven’t indicated any interest in your company.
And because results for email campaigns to non-opt-in lists are generally so poor, odds are you won’t see any return on investment when sending to these lists.
No-one reads your emails
Another reason to reconsider purchasing a list is the low open rates of third party lists.
From my experience within the industry, I’ve found that less than 8% of the contacts in your purchased or third party list will open your emails.
And of that 8%, less than 2% will generally click on a link.
And of the 2% who do click, most of those are clicking on the unsubscribe link.
Given that very few people (if any) click on your call to action, you’re unlikely to see a good return on investment when sending to a purchased or third party list.
Your sender reputation can be harmed
To run a successful email marketing campaign, you first need your emails to land in your recipient’s inbox.
But if you send to purchased or third party lists, you’re likely damaging your sender reputation.
If your sender reputation is damaged, it means that your emails are going to be filtered to the junk or spam folders instead of the inbox, if they get delivered.
You might even be listed on a blacklist, meaning that your details are placed on a registry as being spam.
It is a costly and time-consuming exercise to repair a damaged sender reputation, which is why you should always adhere to marketing best practice and refrain from activities which are likely to damage your reputation.
People might report you for spam
When you purchase or obtain a third party list, the contacts you acquire have not heard of you or subscribed to receive emails from your company.
In the best case scenario, these people might just delete your email or unsubscribe.
They might also mark your email as spam. This registers a complaint with their ESP, which puts a red flag against your sender details – enough red flags and your details might be blacklisted by the ESP.
In the worst case scenario, the recipient might report your company to ACMA. This can result in a fine for your company if you are found to be in breach of the spam act.
Most ESPs won’t allow non-opt-in lists
Lastly, another good reason not to use purchased or third party lists is because most ESPs won’t actually allow you to use them with their product.
Grow your email list the right way
After reading the points above you probably don’t want to use a non-opt-in list. But you might be left wondering how you can grow your list and acquire new leads.
Well, the good news is that there are so many ways that you can acquire new quality subscribers who are genuinely interested in hearing from you.
To get started check out this list of 24 easy ways to grow your email list like a pro.
There is always more to learn about growing your list and industry best practice.
One way to stay up to date with the latest industry tips is to subscribe to our blog.
Also check out our webinars, which are designed to help you become and email marketing pro in no time.
Do you have any tips on growing your email marketing list? I’d love to hear about them in the comments below.