Connect with us

Business

Business Buzz: Email marketing missing the mark

Legacy Phuket Gazette

Published

 on 

PHUKET: Recently, my business partner and I have been analyzing email marketing and what came to light was quite a surprise.

He is a systems engineer so it is fair to say his level of knowledge of IT far surpasses my own. We were collaborating on our latest project and the issue of email marketing and whether it was effective came to light.

The concept is fairly simple. You collect potential customers’ email addresses through some kind of capture technique and enter them into your system. Once the addresses are in the system, you fire away emails to your heart’s content.

Sounds simple right? So what could possibly go wrong? Quite a lot, it seems.

We are very big on analytics. On a recent mail-out we conducted, we reviewed the open rates, links in the email ‘clicked on’, and interaction. The open rates were very low (we normally expect about 20 per cent minimum), so we started digging.

What we discovered was something unexpected – most of the emails were never even reaching the recipients’ inboxes.

I have written before how Google thinks it knows what we want to read, and sorts our emails on autopilot. This is based on a number of factors which include the sender, the past history, the content of the emails and whether any “spammy” words are used. This is now also the same for Live, Hotmail and most providers with a filter in place.

But they also analyze the server or platform that the emails are sent from. Most small and medium businesses are going to use a third party service provider like Aweber, GoDaddy, Infusionsoft and so on. Given the fees paid to these guys, you would think they would be assured of getting into the inbox.

Well, guess again.

We found that a very high percentage went straight to the Spam folder, where your clients will never see it. And that was because the providers were actually on blacklists themselves.

So what should you be taking away from this?

Firstly, don’t assume that your message is getting through – in fact it is more than likely not making it to the inbox. So don’t plan all of your marketing and customer acquisition around successful email campaigns without finding out.

Secondly, make sure your leads opt in to your system and “whitelist” your email address – this will make sure you get to the inbox.

Thirdly, run your email through a ‘spam test’ score to make sure that it is less likely to be blocked. The filters score emails and more of each factor results in instant spam, so if you can reduce other areas you might still have a chance. You can use a free service such as go.solidsystemsinc.com/Glock.

“Finally, conduct a review of your system. For this, too, we recommend Glock.

The bottom line is that if you are reliant on email marketing to reach your customers, it is worth conducting a review or getting someone to do it for you. You can email simon@swconsult ing.asia to get a free review.

Simon Wetherell is a social media expert, trainer and lawyer. He now resides in Thailand where he trains businesses and individuals on how to profit from the social media industry. For more information, visit PhuketOnlineMarketing.com or call 095-085 3355.

— Simon Wetherell

 

Get more from The Thaiger

📱 Download our app on Android or iOS
👋 Have your say on our Thailand forums
🔔 Subscribe to our daily email newsletter
📺 Subscribe / Join YouTube for daily shows
👍 Like/Follow us on Facebook
🐦 FOLLOW us on Twitter
📷 FOLLOW us on Instagram

image

Join the conversation and have your say on Thailand news published on The Thaiger.

Thaiger Talk is our new Thaiger Community where you can join the discussion on everything happening in Thailand right now.

Please note that articles are not posted to the forum instantly and can take up to 20 min before being visible. Click for more information and the Thaiger Talk Guidelines.

Click to comment

You must be logged in to post a comment Login

Leave a Reply

Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Follow Thaiger by email:

Bangkok1 hour ago

Bang Sue Station begins 150k vaccine booster shots tomorrow

Thailand2 hours ago

Thailand News Today | Expat “dual pricing” at Thai hospital lawsuit; Patong bars raided | September 23

Economy2 hours ago

PM Prayut announces a 5-point plan for the future economy

Sponsored1 day ago

HOMA is now offering fully-serviced, affordable lifestyle apartments in Phuket Town.

Welcome back to Thailand!

Thaiger is getting behind local businesses for the restart of tourism in Thailand - up to 50% discounts across all advertising packages!

Thailand3 hours ago

Khon Kaen restaurant busted for allegedly serving alcohol

Kanchanaburi4 hours ago

14 Burmese migrant workers arrested for allegedly illegally crossing the border

Chiang Mai5 hours ago

Cyclist unable to take steep hill plunges to his death in Chiang Mai ravine

image
Join the conversation on the Thaiger Talk forums today!
Thailand5 hours ago

Thaiger Bites | The eye of the Thaiger | Ep. 24

Coronavirus (Covid-19)5 hours ago

Thursday Covid Update: 13,256 new cases; provincial totals

Pattaya6 hours ago

Pattaya Man goes looking for food, later found dead in graveyard

Phuket6 hours ago

Minor Phuket entry revision: Covid-19 test within 7 days, not 3

News7 hours ago

Grenade attack kills ranger in Pattani

Pattaya7 hours ago

Reopening Pattaya: Will it happen next week or not?

Thailand8 hours ago

5 police kiosks set on fire in Bangkok, no injuries reported

Pattaya8 hours ago

Pattaya restaurant busted selling alcohol, 15 arrested

Thailand8 hours ago

Decision on Hua Hin Hospital “dual pricing” case set for next week

Morning Top Stories Thailand | Police to end protests, Human Trafficking | September 14 | Thaiger
Thailand1 week ago

Morning Top Stories Thailand | Police to end protests, Human Trafficking | September 14

Thailand7 months ago

Thailand News Today | Thai Airways in rehab, All go for Songkran | March 4

Tourism7 months ago

Phuket’s nightlife. Yes, bars and clubs are still open | VIDEO

Phuket7 months ago

Thailand News Today | Covid passport talks, Thai Airways heads to court | March 2

Tourism7 months ago

Phuket Thai food treats you need to try | VIDEO

Thailand7 months ago

Thailand News Today | Bars, pubs and restaurants ‘sort of’ back to normal | Feb 23

Tourism7 months ago

In search of Cat & Dog Cafés in Phuket Town | VIDEO

Thailand8 months ago

Thailand News Today | Gambling crackdown, Seafood market to reopen, Vlogger challenge | Jan 21

Thailand8 months ago

Thailand News Today | Covid testing for visas, Business impact, Vaccine approval | January 19

Thailand8 months ago

Thailand News Today | Weekend Bangkok bombs, Thailand fires, Covid update | January 18

Thailand8 months ago

Thailand News Today | Stray car on runway, Indonesian quake, 300 baht tourist fee | January 15

Thailand8 months ago

Thailand News Today | Governor off respirator, sex-trafficking arrest, condo prices falling | January 14

Thailand8 months ago

Thailand News Today | Chinese vaccine, Thailand ‘drug hub’, Covid update | January 13

Thailand8 months ago

Thailand News Today | Bangkok may ease restrictions, Phuket bar curfew, Vaccine roll out | January 12

Thailand9 months ago

Thailand News Today | Covid latest, Cockfights closed down, Bryde’s Whale beached | January 11

Trending