Hello, Fujii, I'm strong.
Don't you feel that e-mail newsletters are a dead marketing method?
LINE has over 86 million users in Japan. On the other hand, fewer individuals open emails every day. To be honest, isn't LINE@ better as one of the marketing methods than e-mail magazines?
Therefore, this article is about the e-mail magazine = Owakon theory,In fact, e-mail magazines may be the targetI will talk about that.
I continue to analyze email marketing in English-speaking countries and have my clients run e-mail newsletters. We continue to generate sales steadily. Depending on the client, there are cases where e-mail newsletters are more likely to sell than LINE@.
Let's say it clearly.Whether you know how to operate an e-mail magazine effectively.This is all.
Even in the field of overseas marketing, email marketing (e-mail newsletter) is still more important than LINE and WhatsApp.
In today's smartphone society, is e-mail magazine Owakon? If you are feeling a bit uneasy, please read this article to the end.
What is an e-mail magazine?
What is an e-mail newsletter?I will explain from the basics.
Some entrepreneurs use e-mail newsletters with the idea that they send emails to sell products, but in fact, e-mail newsletters are not just a method of sending emails.
E-mail newsletters are not only a simple sales tool, but also a tool for building relationships with potential customers. By using a newsletter, you can even turn your prospects into die-hard fans of your product brand.
In this article, we will explain how to properly operate an e-mail newsletter. If you understand it, you can definitely achieve overwhelming results.
Benefits of using an e-mail newsletter
Now, I will explain the benefits of using an e-mail newsletter. If you break it down broadly, there are three advantages.
(1) Because the investment profitability is extremely high
Japan LINE@ marketing is in vogue. Because of that, there is a section where e-mail magazines are already said to be Owakon. In fact, LINE@ step delivery is free up to 1000 messages. In some cases, LINE@ is cheaper than doing an e-mail newsletter.
It is true that the effectiveness of e-mail magazines has declined in a few years. This is not limited to e-mail magazines. In this industry, marketing that has worked in the past often doesn't work at all now. However, e-mail newsletters are still a marketing method that is still in use.
Even if the effect decreases, it is not Owakon.
The reason is that "investment profitability is extremely high".
Even if you compare e-mail magazines with other marketing methods, the investment profitability is clearly high. In fact, it is said overseas that if you spend $21 on an e-mail magazine, you can expect a profit of $51.
If you think about it this way, you will understand that it is an extremely high investment profitability
(2) Because it can be used for various things
Also, the advantage of e-mail newsletters is not just to sell products.
You can also actively communicate with potential customers. In many cases, marketing tends to be a one-step process.
If you appeal to something from here, the other person will receive it. It tends to be in such a format, but e-mail newsletters can be exchanged with each other.
"If you are interested, please reply to the email."
"You can send a question from the link in the email."
You can communicate in two directions.
You can also conduct surveys to collect opinions from outsiders, and you can learn about needs and wants.
By doing an e-mail newsletter, your sales will change by double digits. It is such an easy-to-use and highly effective method.
(3) Can be done at a low cost
Some people misunderstand that marketing is done by spending a huge amount of advertising money and making full use of expensive software and services.
There are many business owners who actually pour high advertising costs.
However, when it comes to e-mail newsletters, you can do it at a very low cost. For example, the e-mail distribution system I use is Automizy. It only costs a few thousand yen per month.
In many cases, the cost of an e-mail newsletter is about a few thousand yen per month. I would like you to think about it here, for example, let's make a flyer and scatter it in front of the station. The cost of making flyers, hiring people, etc. will cost a decent amount of money.
Or if you try to advertise in a newspaper, it will cost you a considerable amount of money even though you can't see the effect. It is impossible to measure how many people actually saw the advertisement section.
There are various other marketing methods. However, even compared to them, e-mail magazines can be done at an overwhelmingly low cost.
Therefore, if you are an entrepreneur or manager who does not have the financial resources, you should definitely try your hand at e-mail magazines. Before dabbling in other advertising and marketing techniques, we recommend a newsletter.
3 tips for achieving explosive results in an e-mail magazine that is treated as Owakon
It's been 5 years since I started using the newsletter.
In the first month, we collected and analyzed email newsletters from marketers around the world. In the second month, I started writing e-mail newsletters in imitation of their e-mail magazines.
Most of the emails did not produce results as expected, but about 1 in 25 emails were more successful than I imagined.
From that experience, sending what you want to write by email is useless and will not lead to results. Needless to say. Based on my experience, I will share three tips that are directly related to the success of the newsletter.
One message and goal
Basically, people are not interested in others. I don't read emails from people who don't benefit me. Therefore, if you want to increase the open rate of your newsletter, you can add a 500 yen Amazon gift certificate to each newsletter.
But you can't do such a reckless thing.
However, people are not interested in your newsletter to the extent that they have to go that far. This is because newsletter readers receive 10~50 emails a day.
A huge amount of email, including spam emails, fills up your inbox in just one day.
In other words, for the other party, "emails that are not worth reading go straight to the trash".
What do you want to encourage with that one email?
I will say something important. In email, there is only one message and one goal.
In other words, if you want to write a single email or this, the reader will panic, saying, "What is this email trying to say after all?" Even if you read it, you won't understand it. The cancellation rate of such an e-mail newsletter will also increase significantly.
Therefore, the key point is to "set one message and one goal for each email".
Whether you want to sell something, close a service, make an inquiry, or answer a questionnaire, one email is one action.
Don't panic your readers with your newsletter
This will ensure that the recipient of the email does not panic. They will take the action you want them to take.
If you want to sell something, they are more likely to buy it, and if they want you to answer a survey, they will answer the questionnaire.
What do you want me to do and what do you want me to convey for each email? Before writing a newsletter, decide what you want to encourage.
Stop clichéd sales emails
The reason why many companies do not have much effect with their newsletters is because they are used incorrectly in the first place.
I keep sending emails with the intention of selling my products and only think about increasing sales. That is the reality.
If you think about it from the perspective of the person receiving the email, you will want to cancel an email that is just a sales pitch immediately. If it's about one day, you can endure it and say, "Ah, it's sales."
But if you receive sales emails every day, whether it's the second, third, or fourth days, you'll want to cancel it.
This will increase the email cancellation rate. If you continue to do that, you will see a ceiling in sales. Of course, the more email lists you have, the higher the sales will be.
However, if that happens, it will end with a certain amount of sales. To prevent this from happening, you should not just send sales emails, but take measures to build a relationship with the recipient.
- Questionnaire
- Coupons
- Interaction with readers
- Email-only events
There are many things you can do as much as you can think of.
Let's not just promote products and services, but also take measures to actively engage with readers.
Talk about the key points.
Two perspectives to get the effect of an e-mail newsletter
First of all, when sending an email,
- For whom
- What is it about?
It is necessary to decide whether to send it. Why send an email in the first place? If you don't understand this, you will send meaningless and ineffective emails.
Do you want to increase free consultations or sell products and services? Or did you build a relationship with the prospect?
Decide what you're sending the email for and who you're sending it to.
In particular, if you send an email only for the purpose of selling a product, the number of email subscribers will definitely decrease.
Even if only sales pitches are sent unilaterally, readers do not feel any benefit. I will be unsubscribed from my email more and more.
Therefore, who do you send what kind of email to when doing an e-mail newsletter? You have to think head-on about what kind of benefits there are to the other person.
Repeat PDCA repeatedly
You must have gotten tired of reading PDCA in business books. Please remember PDCA once again. PDCA is an important key to running an email newsletter effectively.
No matter how much time you spend writing a single email, it is not enough to just send it carelessly. It is important to understand whether that one email was effective.
E-mail newsletters are not allowed to "write an email and send it".
Did you get the results you wanted with the newsletter? Check and improve one by one so that you can get even more results in your newsletter.
Numbers to see in the newsletter (percentage)
Here we will talk about an important point. When determining whether the newsletter was effective, please pay special attention to the following numbers.
- Reach rate
- Number of Achievements
- Number of openings
- Open rate
- Link clicks
- Conversion Rate
- Email uncancel rate
It is necessary to use these numbers as the main data to determine whether or not it was effective.
It's not difficult. You can see how much the email has reached and whether it has been opened on the email delivery system.
There is no need to contract a special marketing analysis system for high money. You can easily check it on your email delivery system.
By consciously doing this PDCA, you can achieve more results in your e-mail newsletter than ever before.
Conclusion: Should I work on an e-mail newsletter?
The monthly running cost of the e-mail newsletter is 1000 yen ~ 2000 yen per month. It can be operated at a very low cost. However, it is still one of the excellent marketing methods that can improve sales.
It would be a waste to cut off the e-mail magazine with Owakon. In digital marketing around the world, e-mail newsletters are still used as the mainstay because it is easy to integrate SaaS with each other.
I don't understand the thoughts of marketers who compare LINE@, but it is the difference in means. It will be different whether it is BtoB or BtoC. LINE@ has a high open rate, but it also has a high block rate. It will be blocked immediately.
Please don't cut off the e-mail newsletter as a one-of-a-kind marketing option, but use it as one of the marketing options positively. Also, if you have any questions about the newsletter, please write in the comments. See you soon.
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