{"id":127,"date":"2020-05-11T06:07:12","date_gmt":"2020-05-11T06:07:12","guid":{"rendered":"https:\/\/www.trustedstay.in\/blog\/?p=127"},"modified":"2020-06-10T03:41:20","modified_gmt":"2020-06-10T03:41:20","slug":"email-marketing-effectiveness","status":"publish","type":"post","link":"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/email-marketing-effectiveness\/","title":{"rendered":"Should small businesses do email Marketing?"},"content":{"rendered":"<p>We started sending email marketing mailers half-heartedly almost 3 years after we started our Service Apartment business. Want to know what all we missed?<br \/>\n<!--more--><br \/>\n<div class='code-block code-block-2' style='margin: 8px 0; clear: both;'>\n<script type=\"text\/javascript\" language=\"javascript\">\n      var aax_size='728x90';\n      var aax_pubname = 'trustedstay-21';\n      var aax_src='302';\n    <\/script>\n    <script type=\"text\/javascript\" language=\"javascript\" src=\"https:\/\/c.amazon-adsystem.com\/aax2\/assoc.js\"><\/script><\/div>\n<\/p>\n<h2><strong>My Pain:<\/strong><\/h2>\n<p>The questions that were bothering me\u2026<\/p>\n<p>How do I start email marketing?<\/p>\n<p>Do I need an email marketing Service Provider Platform (ESP)?<\/p>\n<p>Will my customers read my marketing mails?<\/p>\n<p>If yes how many leads can I expect?<\/p>\n<p>How to manage customers who do not want such marketing mails?<\/p>\n<p>How should I plan my content for the email marketing?<\/p>\n<p>Bottom line &#8211; What is the overall email marketing effectiveness?<\/p>\n<h2><strong>My experience:<\/strong><\/h2>\n<p>I am sharing my journey so far\u2026<\/p>\n<p>Trustedstay\u00a0<a href=\"https:\/\/www.alcove.co.in\/serviced-apartments\/bangalore.html\" target=\"_blank\" rel=\"noopener noreferrer\">Service apartments in Bangalore<\/a> had a database of 15000 customers in <a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/best-crm-for-smalll-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">CRM<\/a> when we decided to start e-mailers.<\/p>\n<p>We decided to use our Google mail to send our e-mailers.<\/p>\n<p><strong>Step 1: Mail body:<\/strong> We decided on the content (e.g. New property that we added or it could be Greetings for new year\/festival etc.) Based on the google search we were clear on certain things like content to be only in text and not HTML format, no heavy attachments or JPEG images as we were told that your mails could land up in customer junk folder.<\/p>\n<p><strong>Step2: Subject line:<\/strong> Here we got a very useful tip from the internet that more than 90% of the customers will ever open your mails. Hence, we decided that Brand name should appear in the subject line. Even if the customer decides to delete it, you would have bombarded his mind with your Brand name. Be careful not to have \u201cspecial characters\u201d or \u201cFree Gifts\u201d in subject line else your mail may land up in customers spam folder. Our typical subject lines were<\/p>\n<p>TrustedStay is now closer to the IT hubs in Bangalore<\/p>\n<p>Food Friends and IPL at TrustedStay Service Apartments<\/p>\n<p>Relocating to another city, think of TrustedStay.<\/p>\n<p>Trustedstay adds more <a href=\"https:\/\/www.trustedstay.com\/guest-houses-in-kolkata\" target=\"_blank\" rel=\"noopener noreferrer\">Service Apartments in Kolkata<\/a><\/p>\n<p>etc.<\/p>\n<p><strong>Step3: Sending Mails:<\/strong> We had a Gmail ID. Google mails cautions you not to send more than 1000 mails in a day else the mails may land up in customers junk folder. From the email master sheet, we copied 50 email id\u2019s and pasted in BCC &amp; addressed to self-mail ID.<\/p>\n<p>We fired 20 batches of 50 emails to our customer per day totalling 1000 mails and completed sending all 15000 in 15 days.<\/p>\n<p><strong>Results<\/strong>: Over the period we became quite consistent and started shooting mailers every quarter. Here are the typical results for every 1000 mails sent. The information below will set your expectations. The data below has been derived out of a total 5 lacs e-mails sent.<\/p>\n<p><strong><i>Leads: 0.3\/1000: 1 customer in every 3000 mails sent, will respond<\/i><\/strong><\/p>\n<p><strong><i>Unsubscribed: 0.06\/1000: 1 customer in every 15000 mails sent, will ask you to unsubscribe<\/i><\/strong><\/p>\n<p><strong><i>Openers: No data. This is number of customers who opened the mail<\/i><\/strong><\/p>\n<p><strong><i>Clickers: No data. \u00a0This is number of customers who clicked on the link in the mail body.<\/i><\/strong><\/p>\n<p>During this process of email marketing you may get many bounced mails as the customer may have resigned or the domain of that company may have changed.<\/p>\n<p>Make a list of it and refer our Blog: <a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/how-to-win-back-lost-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer resigned? Never Delete from your database<\/a><\/p>\n<p><strong>Issues<\/strong>: We had certain issues from above process like,<\/p>\n<ul>\n<li>Manually removing email ids from the master list for unsubscribed customers.<\/li>\n<li>We were in the dark on how many people were actually opening our mails.<\/li>\n<\/ul>\n<p>We actually got carried away after seeing small companies sending professional looking mails with images &amp; links. So, we decided let\u2019s give it a shot.<\/p>\n<p>After Google search and friend recommendations we found that <a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mailchimp<\/a> is the most popular ESP (Email Service Provider)<\/p>\n<p>The Benefits were many like<\/p>\n<ul>\n<li>You could create your professional content page with images and logo on your own.<\/li>\n<li>There is no restriction on mails\/day. You could shoot all at once (PS: First 3 email marketing campaigns you will not be able to send in one day there is a warmup process it may take 10-15 days depending upon your database size and secondly if you do not have an opt-in process of database from <a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/how-to-identify-good-website-development-company\/\" target=\"_blank\" rel=\"noopener noreferrer\">your website<\/a> then you have to use a static IP)<\/li>\n<li>It gives all the analysis of how many customers opened, who are those customers and how many times they opened the mail.<\/li>\n<li>What all images and links they clicked.<\/li>\n<li>Managing unsubscribing was easy the ESP platform automatically prevents sending the mailers next time once the customer unsubscribes it.<\/li>\n<\/ul>\n<p>But unfortunately, MailChimp was too expensive so we zeroed down on a cheaper option called SendInBlue which has a support in India and its <a href=\"https:\/\/www.sendinblue.com\/pricing\/\" target=\"_blank\" rel=\"noopener noreferrer\">ESSENTIAL PLAN<\/a> costs just Rs. 2343 for up to 60,000 email blasts with validity of 30 days. They also have lower version but we were clear we wanted to have our Logo.<\/p>\n<p>We started using SendInBlue ESP for our quarterly emailers.<\/p>\n<p><strong>Results<\/strong>:<\/p>\n<p><strong><i>Leads: 0 : No customer ever responded to our mail.<\/i><\/strong><\/p>\n<p><strong><i>Unsubscribed: 1.5\/1000: 3 customers in every 2000 mails sent will unsubscribe.<\/i><\/strong><\/p>\n<p><strong><i>Openers: 76\/1000: 76 customers in every 1000 mails sent will open the mail.<\/i><\/strong><\/p>\n<p><strong><i>Clickers: 22\/1000: 22 customers in every 1000 mails sent will click on the link.<\/i><\/strong><\/p>\n<h2><strong>My Conclusion:<\/strong><\/h2>\n<p>For our kind of small operations my conclusion is go with basic text content through Gmail instead of a ESP. And do it religiously once every quarter.<\/p>\n<p>Your customer perceives such text emails as personal and he tends to respond ending up into a query and a very few ask you to unsubscribe.<\/p>\n<p>And my personally belief is because today every Tom Dick &amp; Harry is sending fancy mailers thru ESP the customer sees it as spam and tends to unsubscribe. However, I am not saying that ESP is not a useful platform it may be a good platform to reach out to new customers thru call to action landing pages etc. If anyone disagrees with me I am willing to respond.<\/p>\n<p>Also Checkout:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/marketing-ideas-for-small-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Ideas to get business for Serviced apartments<\/a><\/li>\n<li><a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/inflight-print-ad-campaigns-effectiveness\/\" target=\"_blank\" rel=\"noopener noreferrer\">Effectiveness of advertisement in Print Media.<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>We started sending email marketing mailers half-heartedly almost 3 years after we started our Service Apartment business. Want to know what all we missed?<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-127","post","type-post","status-publish","format-standard","hentry","category-serviced-apartments"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Effectiveness Of Email Marketing | Should Small Business Do Email Marketing | Blog | TrustedStay<\/title>\n<meta name=\"description\" content=\"People say that Email Marketing is dead? But is it really? What is the effectiveness of Email Marketign and should Small business do it? 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