Last Week’s Facebook Outage Proves Why Email Marketing Is Still So Valuable

Last Week’s Facebook Outage Proves Why Email Marketing Is Still So Valuable

In your autoresponder or first-touch point, direct the reader’s attention to some of your other winning content and you’ll turn seconds of attention into minutes (hopefully longer). Another option is to direct people to a social platform that you’ll be creating more content on. Email marketing behemoth Mailchimp sees an average open rate of almost 21 percent across its 16 million users’ accounts. The exception is your autoresponder email, which commands a blistering 50 percent to 90 percent open rate, making this strategy incredibly valuable real estate. Emails that don’t load properly on mobile are deleted after just three seconds, on average. Aim for an image width no larger than 600 pixels, and test your campaign on both mobile and desktop before pulling the trigger. To ratchet up email open rates even higher, consider adding a step in which customers who don't open what you offer are re-sent the same email but with a different subject line and opening sentences. He said he's been able to increase his open rates by over 30 percent using this tactic. Plus, they keep readers engaged and entertained, which is important. Giphy is a great solution for finding GIFs or making your own.

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Last Week's Facebook Outage Proves Why Email Marketing Is Still So Valuable

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Last week saw Facebook, Instagram and WhatsApp go down for several hours for millions of users, throwing business owners’ content marketing into limbo — and teens into a near-crisis.

The social media giant Facebook has thrown around impressive growth stats for years, saying, for example, that users still spend an average of 41 minutes a day on the platform. But building your audience on Facebook, Instagram or any private company’s channel can be a double-edged sword when its algorithm gets switched up or its systems go down.

So, whether you’re a coach, service provider, ecommerce business or local brick and mortar, it may be time to reconsider email marketing: It’s one of the best ways to reach customers, build relationships and increase sales, especially if you’re on a budget.

Yet, as a content marketer who spends most of his existence trying to captivate readers’ attention online, I’ve seen far too many general “Thanks For sSubscribing!” autoresponders (emails sent automatically to confirm you’re on the mailing list) flush opportunity down the drain.

So, whether you’re passing along a free lead-magnet, a transaction receipt or just a friendly acknowledgement, the real estate of a thank-you email is far too valuable to ignore. And, as social media platforms continue to ride a rollercoaster of data scandals and meltdowns, savvy email marketing stands tall as one of the most cost-effective content strategies.

Here are five tips to up your game with this tried-and-true approach.

Set readers up to binge.

Many email marketing approaches will drip emails or create a nurture sequence. But in an era of Netflix-like bingeability, some consumers want to binge on you the moment they discover you.

In your autoresponder or first-touch point, direct the reader’s attention to some of your other winning content and you’ll turn seconds of attention into minutes (hopefully longer). When you do this right, your message will be etched into the consumer’s memory and ensure future content consumption.

For instance, you could showcase some of your best work — whether it be your five most popular YouTube videos, or the juiciest podcast interview you’ve ever recorded. Help readers get more by leading with your best work while you still have their interest.

Another option is to direct people to a social platform that you’ll be creating more content…

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