Where Do Boring Marketing Emails Go to Die? New Data Shows What Your Email Stats Are Hiding

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In a rational world, email marketing would go like this …

Someone opts into one of your email lists because they think your content, products, or services might be of interest to them.

When they start receiving your emails, they open them. (Or at least most of them; after all, everyone gets overwhelmed by email every so often.) Ideally, your excellent content will convert them into a customer in short order.

But say your subscriber doesn’t convert right away. Maybe they even start to feel like you’re sending too many emails, but they still want to keep in touch. So they click the handy “Update Subscription Preferences” link that you’re certain to include in every email and adjust the frequency downward—maybe to once a week.

That should do it, but in a worst-case scenario, say your subscriber actually stops being a part of your target audience. Maybe you run a dating site and they get married; maybe you market to small business owners and they retire. In this case, neither you nor the subscriber benefits when they remain on your list. So they simply unsubscribe.

Given all that, your subscriber count is a pretty good reflection of the size of your email audience. On the flipside, your unsubscribe rate indicates the (hopefully small) percentage of people who have tuned you out.

Right?

Well, not exactly. In fact, a survey we conducted this month reveals that fewer than half of U.S. email users can be expected to behave according to this rational model.

At LeadPages, we specialize in super-effective list-building tools—but we also know that who those leads are and how you follow up with them make a huge difference to your ultimate success rate. And while email list size is an important metric for nearly any business, we wondered: how accurately does it reflect the size of your actual audience—the number of people who are really paying attention?

To find out, we ran a survey via Google Consumer Surveys, taking a sample of 1,000 email users from across the U.S. We asked them one big question:

”When you stop being interested in emails from a particular company or organization, what do you usually do?”

Here’s what we learned:

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[Guest Post] How to Write the Perfect Welcome Email Series to Keep New Leads Excited

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Editor’s Note: We’re happy to welcome Elisabeth Willits to the LeadPages blog today. Elisabeth spends her days helping people master email marketing at AWeber (one of our favorite email service providers), and in this post she shares her expertise on a crucial step in your email sequence: the welcome email.

Once you’ve created a beautiful landing page and signup form, it’s gratifying to see new subscribers join your email list. It’s evidence of a job well done (and the simple fact that your landing page is working). Hooray!

But if you find yourself asking the following questions:

  • What should I do with those subscribers now?
  • What do I write in my first email?
  • How many emails should I send subscribers, and when should I send them?

… you know the story isn’t over.

Consider your new subscribers for a moment. They were willing to give you their email address. They’re interested in you. They also trust you enough to feel confident you won’t spam them.

Read more “[Guest Post] How to Write the Perfect Welcome Email Series to Keep New Leads Excited”

What Is an ESP (and Do I Really Need One)?

What Is an ESP (and Do I Really Need One)?

ESP is an invaluable tool for marketers. Think about it: with extrasensory perception giving you the ability to just know what customers are going to do at any given moment … you’d be unstoppable.

Fortunately or unfortunately (depending on whether you count yourself among the psychically gifted), that’s not quite what I’m talking about in this post. This kind of ESP is a different kind of tool, and it’s accessible even to those who weren’t born atop a Ouija board under a full moon.

Despite that, an email service provider (ESP) can allow you to accomplish feats of marketing that verge on the uncanny. Use your ESP well, and your leads may find themselves wondering just how you’ve managed to be so in tune with their interests.

We’ll explore some of that in a little bit. But first, let’s look at a few questions new entrepreneurs and marketers tend to have about ESPs when they’re first starting out.

What Is an ESP Exactly? What Does It Do?

Also called an email marketing service, an email service provider allows you to do (at minimum) 2 main things:

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[Guest Post] Ramit Sethi: How I Built a 7-Figure Business by Breaking All the Rules

Ramit Sethi: How I Built a 7-Figure Business by Breaking All the Rules

Editor’s Note: We’re excited to introduce this guest post from bestselling author and entrepreneur Ramit Sethi. Best known for his book and website I Will Teach You to Be Rich, Ramit is also the force behind GrowthLab. In this post, he’ll shed some light on his own rule-breaking approach to business growth.

* * *

Before 2013, everyone knew how to promote new music from a popular artist:

  • Announce the album a year in advance
  • Release multiple singles and videos
  • Do as many interviews as possible

So how did Beyonce sell 80,000 copies of an album nobody knew she was making—3 hours after announcing it on Instagram?

The simple answer is “She’s Beyonce. Her music would sell no matter what.”

But I urge you to consider a deeper explanation: one that might hold the key to more fun, a bigger impact, and stronger sales in your business.

What Beyonce really did was throw the standard playbook in the trash. After many years in the music business, she knew the rules—including which ones she could be more successful by breaking.

I’m Ramit Sethi, New York Times bestselling author and founder of I Will Teach You to Be Rich.

And I want to ask you something.

How many “online marketing best practices” do you follow in your business?

Read more “[Guest Post] Ramit Sethi: How I Built a 7-Figure Business by Breaking All the Rules”