Email Marketing

[mybreaktrip]

All,


Are email campaigns a complete waste of money? What should be a good ROI? I’ve tried 3 providers with very small success so if I was to try again I would only pay if there is result first.


Thanks

 

[PipeTen-Carl]

> Are email campaigns a complete waste of money?

If you're talking about the purchase of and sending to any pre-existing list? Don't bother / spam.

If you're talking about paying a marketing company a lot of money to survey and build a opt-in list specific to your needs? You can get reasonable traction if done correctly.

If you're talking about campaigns to existing / loyal customer bases and such then they're extremely valuable, with sites like groupon and made.com relying upon them...

 

[Carl Barlow]

Agree with the above response. Email marketing itself can be really effective but it's HOW you do it and WHO you send it too.

 

[Ella_Chow]

Same question, it is very difficult to find a customer only depend on the email marketing.

 

[Lucie@MightyOak]

If you are sending out a lot of spammy emails then yes - a complete waste of time and money.

However .... if you work an email campaign into a telemarketing campaign, where you gauge an interest and get the persons permission to send an email then the ROI is much better.

We run a lot of campaigns like this for clients and the results have been very good from previous experience.

 

[fisicx]

I've received an email from you.

It was a generic message that didn't relate to the trips I'm interested in. Which may be the reason the ROI is poor.

As an aside, the trip I signed up to didn't happen. There was no correspondance at all from the leader. So maybe you need to think about reminding leaders that they need to pull their finger out rather than email campaigns.

If the trips don't happen your credibility is lost.

And lastly, the emails you send aren't themed - they don't have your branding so just get lost in all the other miasma that arrives in my inbox.

 

[NickGrogan]

> Are email campaigns a complete waste of money?

No, not even close. Email marketing done correctly is great.

> What should be a good ROI?

Costs are very low once you own the list, £100 profit for every £ spent would be a conservative return for us.

>I’ve tried 3 providers with very small success

The provider isn't going to make much difference, it's the offering.

>so if I was to try again I would only pay if there is result first.

If people don't want what you're offering, how you're offering it, it's a bit harsh to blame the emial marketing company.

 

[munaworks]

For as long as you are getting opt-in leads from your target audience you are creating value for your business, so it is not a waste of time. You might however want to take a course on how to properly use an email marketing strategy to create and convert leads as well as keep customers returning.

 

[adamo]

If you're mailing out to existing clients, you should have some success. I definitely wouldn't recommend just buying mailing lists and expecting a response.

 

[Mike W]

Email marketing CAN be very effective. It can also be a complete waste of time. It's all about the message, how effective it is, who you are targeting ...and how. Just like real marketing, really.

If you want a chat to see what could be done, and an honest appraisal as to whether it would work, just let me know.

Regards

Mike

PS. One off mailshots rarely work (even to the best of lists), so if that's what you've been doing, your lack of success isn't a surprise.

 

[mybreaktrip]

Thanks for your responses.

So how can you distinguish between a very effective email campaign and a waste of money?

Is it better to own the list?

 

[mybreaktrip]

And just to clarify the above...one supplier send out the email campaign to 100K email addresses where just 500 opened the email. That tells me that their data was either spam emails or just not relevant.

 

[StevePoster]

And just to clarify the above...one supplier send out the email campaign to 100K email addresses where just 500 opened the email. That tells me that their data was either spam emails or just not relevant.

Some marketers usually had thousands or more list of email address then creating the same message that is poorly written for delivering to non targeted users. As a result your reputation will be ruin because of spam message.

 

[fisicx]

And just to clarify the above...one supplier send out the email campaign to 100K email addresses where just 500 opened the email. That tells me that their data was either spam emails or just not relevant.

And were these all opt in addresses for your website? If not then the list is worthless.

Mailshots need to be targeted, no point in sending them out to random people. You need to build the list from people who know about your service. Everyone else will regard the message as junk. Spend money on a mail provider who can filter and target the list. And then spend time crafting the messages to build expectation. Send one every week or so people get used to seeing details of new and upcoming trips.

But make sure the trips happen. If people sign up for trips that don't happne then they will unsubscribe.

 

[NickGrogan]

And just to clarify the above...one supplier send out the email campaign to 100K email addresses where just 500 opened the email. That tells me that their data was either spam emails or just not relevant.

The email was sent to 100k emails, clearly they didn't opt-in to your website, so how did you choose them?

What was the subject line?

Was it something that the person might be interested in?

Optin emails are the best, but you can still get a good response from bought in / created lists, if they are relevant contacts and you have a relevant offer.

By the way, why do you care about open rates? What was the click thru/contact/order ratio?

What matters is sales, leads and clicks to your website - in that order.

If 100 out of the 500 bought something, you've be fairly happy right.

 

[mybreaktrip]

The recipients were not just random people; they were targeted based on filters that we chose with the provider. When just 500 opened the email, I would need 100% to click through to provide a good ROI which is unrealistic.

 

[fisicx]

But where did the list come from? I bet 99% of the address were probably the result of some dodgy opt in in a marketing survey or whatever.

The only true list you will get is people who have opted in to YOUR website.

 

[AllUpHere]

The recipients were not just random people; they were targeted based on filters that we chose with the provider. When just 500 opened the email, I would need 100% to click through to provide a good ROI which is unrealistic.

As a general rule (in my opinion), if you are buying 'data', you've got your marketing wrong already.

As Fisicx says, you need to be sending to your own list of interested parties. Sending to a bought list is never the best idea.

 

[mybreaktrip]

Yes guys I know that but our customer base is low at the moment. This is a start-up which is up and running for 2-3 months.

The purpose of the email campaign was to bring traffic & conversions to the website.

 

[fisicx]

It's just not going to happen that way. You are a niche service that needs to build up credibilty, sending out unsolicited emails isn't going to excite people. Start advertising on holiday websites, forums and blogs so people at least people know who you are. And more importantly you need to make the trips that have taken place prominent in all your marketing. My experience with a trip wasn't good, you need to show that you really can offer something different and you can deliver the trips.

It takes up to 7 impressions for people to remember who you are so you need the adverts, the emails, the reviews and all the other media to get noticed.

 

[mybreaktrip]

Please try to understand how the website works. Your comment "my experience wasn't good..." is irrelevant to this thread about email campaign plus inaccurate.

MyBreakTrip is NOT a search engine; we are NOT an agency offering or booking holidays.

MyBreakTrip is an online tool that allows users to create/join group trips by offering an all-in-one trip booking experience. Our members use our tool to plan group trips, receive and collect quotes from uk tour operators, share information, pay online, etc.

All trip are created by TRAVELLERS and each trip has a Group Leader. If your trip did not materialise it was down to the Group Leader who did not progress it. We don't control user behavior nor we force people to materialise trips! Why don't you create your own trip?

http://mybreaktrip.co.uk

 

[fisicx]

None of that matters, if you are sending out the emails it is you that people remember. It follows therefore that YOU need to push the successes not the TRAVELLERS. If a trip falls over for whatever reason you will get the negative reactions not the group leaders. might not be fair but that how it is.

As I said before you are a niche site catering for a very particular type of traveller. Before you can even think about converting you need get people aware of your services. To do that you need to advertise on places where people looking for this type of service frequent. Not me though, I don't want to create a trip, I'm lazy, I want to go on a holiday where everything has been sorted for me. Some people are cut out to be group leaders, I'm not one of them.

As an aside, have you set up trips that have worked? If so then that's what you need to show people. Tell the story of a great trip to wherever, get reviews on trip advisror, images on instagram, banners on holidays sites and traveller forums. Sell the sizzle not the sausage.

 

[NickGrogan]

Please try to understand how the website works. Your comment "my experience wasn't good..." is irrelevant to this thread about email campaign plus inaccurate.

MyBreakTrip is NOT a search engine; we are NOT an agency offering or booking holidays.

MyBreakTrip is an online tool that allows users to create/join group trips by offering an all-in-one trip booking experience. Our members use our tool to plan group trips, receive and collect quotes from uk tour operators, share information, pay online, etc.

All trip are created by TRAVELLERS and each trip has a Group Leader. If your trip did not materialise it was down to the Group Leader who did not progress it. We don't control user behavior nor we force people to materialise trips! Why don't you create your own trip?

http://mybreaktrip.co.uk

Took a look at the website, and I don't get what you're offering.

If I wanted to arrange a group trip with extended family, I'd use facebook/whatsapp to work out the details then we'd go and book it on somewhere like Expedia.

I can't imagine wanting to go on holiday with a group of strangers, but I guess people do. So where do these people hang out? This is where your list needs to come from, not just a list of people that like travelling.

If i've got to go on FB to tell everyone to go to another website to discuss it, that's more work not less.

Are you cheaper than expedia/last minute/etc? If not why would I book through you?

Where is the your value?

 

[mybreaktrip]

Please check our animation it explains how it works.

The quotes come from UK tour operators so they are competitive. We're just offering them an alternative channel to make business.

 

[AllUpHere]

I too have had a look at your website. In my opinion, e-mail marketing isn't going to work for you at this stage of your business. It's near impossible to explain the benefits of what you do, and get someone to take specific action, based on you contacting them via e-mail. You aren't going to convert people with no prior knowledge of your business by e-mailing them.

 

[mybreaktrip]

I believe so too that's why I asked whether it is a waste of money; obviously I meant for my business not generally. The performance so far supports your comment as well.

 

[AllUpHere]

I believe so too that's why I asked whether it is a waste of money; obviously I meant for my business not generally. The performance so far supports your comment as well.

You will be able to grow your business from here by using e-mail, just not by sending generic e-mails to large lists of people. You are lucky in your industry, as your target markets are very easy to profile and also to find and communicate with. You do, however, need to be a little more creative and strategic than simply sending mails to bought lists.

 

[Annoying Donkey]

I too have had a look at your website. In my opinion, e-mail marketing isn't going to work for you at this stage of your business. It's near impossible to explain the benefits of what you do, and get someone to take specific action, based on you contacting them via e-mail. You aren't going to convert people with no prior knowledge of your business by e-mailing them.

You will be able to grow your business from here by using e-mail, just not by sending generic e-mails to large lists of people. You are lucky in your industry, as your target markets are very easy to profile and also to find and communicate with. You do, however, need to be a little more creative and strategic than simply sending mails to bought lists.

Isn't that contradictory...?

I agree with your second post however struggle to understand the first...

 

[AllUpHere]

Isn't that contradictory...?

I agree with your second post however struggle to understand the first...

Sorry, yes you are quite right, that makes no sense does it. The point I was trying to make was that e-mail could be used successfully, but not in the typical 'email marketing sense' that the Op is currently trying (ie, buy a reasonably untargeted list and blast an e-mail 'campaign' at it).

 

[HazelC]

NOT A WASTE OF TIME:

* It takes up to 7 impressions for people to remember who you are so you need the adverts, the emails, the reviews and all the other media to get noticed.

* Great way of keeping in customers / clients mind

* Nice way to share blog posts that you've written

I use newsletters / email marketing and send them to people I have met networking and existing / potential / previous clients and I get 3 sales per monthly newsletter (1hr to create on average). I use Mailchimp (just for additional knowledge).

 

[fisicx]

^^^This.

You need regular interesteing and engaging marketing. A once off mailshot is pointless. It's even more pointless if you send it unsolicited. Pay for advertising to get the business known. Don't expect conversions, it's just an awareness thing. Once people get used to seeing your adverts you can change the emphasis to start getting them to visit the site. Give it 6 months to a year and you should start seeing some traction.

 

[Annoying Donkey]

* It takes up to 7 impressions for people to remember who you are

If this were true, the DR industry would never have become a billion dollar industry...

 

[HazelC]

If this were true, the DR industry would never have become a billion dollar industry...

Agreed, statistics do come out of nowhere (it seems) but this is a 'mantra' I stick to - I try and make it 7 different ways though eg: email, newsletter, networking event, business card, pen, sweets, etc - mix it up!

 

[fisicx]

It starts here: http://en.wikipedia.org/wiki/Effective_frequency

It's an old marketing number that still works. There are loads of articles about it. For example:
http://thebabyboomerentrepreneur.co...seven-and-how-will-it-improve-your-marketing/

The actual number isn't important, it's just important to know you need more than one impression. Which is why you see the same ad on the TV again and again and again.

 

[altonroot]

But where did the list come from? I bet 99% of the address were probably the result of some dodgy opt in in a marketing survey or whatever.

The only true list you will get is people who have opted in to YOUR website.

You nailed it perfect here! See example of Group on. Great offers and pitch regular customers is the only way move forward with e-mail marketing.
Buy those lists of thousands of emails and send mail is utter waste of money and time both.

 

[Light Marketing]

If you're doing email marketing it is crucial that you gather your own mailing list. If you are purchasing or using mailing lists from other companies that exactly why they are not working for you.

 

[GoPromotionalUK]

If you’re already taking 10 minutes every year to engage prospects and clients with content that matters – do a fast check to identify one opportunity to improve what you’re sending.

 

[AllUpHere]

If you’re already taking 10 minutes every year to engage prospects and clients with content that matters – do a fast check to identify one opportunity to improve what you’re sending.

Is it just me, or does that make no sense?

 

[Mike Owen]

Hi there, as everyone seems to have expressed bulk emails utilising a huge unspecific list can and generally does get viewed as spam by both the viewer and email host alike, that being the case some email providers will simply pop your email into the spam box which will rarely every get viewed.

If you are using an bulk email marketing company or are creating this in-house to send you message from, then I would be inclined to find out how the email then appears across devices as many of these types of email services do not have email template formats that cater for all, meaning that the receiver has to then download to view the content and imagery, which they are more inclined not to do if they do not recognise the sender and or the content will not display properly at all.

Once the above has been established I would then consider you message very carefully, think about what is going to entice people to open your email, what is going to entice them to read on once they have opened the email as well as catering for all of those the email doesn’t quite relate too offering them possible alternatives. But remember, just like posting 100 leaflets through front doors you will be lucky to get more than one response in every one hundred that you drop/send (as a rule of thumb).

Believe it or not it can be more cost effective (subject to your budget of course) utilising a specialist to create the content, email template and to send the emails on your behalf, I used a company called Space & Time Media, who were perfect for me and did save me a fare bit of money compared to what I was originally doing. So have a shop around is my suggestion!