According to Campaign Monitor, anywhere between 20 to 40 percent of people receiving emails actually open them. That means that at least 60 percent of the emails you send out go straight to someone’s trash or get ignored in a pile of other marketing emails that one receives. If you send out more than 10 thousand emails a month, that’s 6,000 emails you paid for that don’t even see the light of day. And that number is adequate only if they even reach their destination.
According to Return Path, that number gets even smaller. George Bilbrey, president and co-founder at Return Path, reported on its blog that about a fifth of all emails don’t even successfully reach the inbox. “Unfortunately, many ESPs and marketers have developed the belief that whatever emails aren’t bouncing have successfully reached the inbox,” he said.
Think of all the money you’re wasting sending emails that either don’t get read or simply don’t reach their inboxes. The open rate alone might discourage you from actually going about your campaign. But that’s why you have to invest in smart email marketing solutions that filter out all the bad stuff for you.
Email-IQ, from Analytics-IQ, is a recently-launched service that breaks through your email address list and filters out anyone who’s either not likely to open an email or anyone who doesn’t check their email anymore. This isn’t the only service you can use, though. Vertical Response, a service which I’ve covered earlier, does pretty much the same thing.
Just use anything but your Outlook client, and you’ll be fine. Launching an email marketing campaign on a service that doesn’t properly filter and validate email addresses is only going to cost you more and give you less value for every buck you spend.
If you choose wisely, your email campaigns will make a tangible impact in your sales!