How to Sell Anything Online

CHAPTER 14MOFU strategy #2: Email marketing

While Meta ads may drive consistent website traffic, there is nothing quite as exciting as getting an influx of visitors from a free email. Some of the largest e-commerce companies in the world derive 30 per cent of their daily website traffic from their email marketing. This is huge!

I know I don't need to tell you how valuable email marketing is, but here are three things I bet you don't know about the power of emails:

1. It has a 36x return on investment (ROI): for every dollar spent on your email platform, you get $36 back on average (as reported by Hubspot).
2. Emails can generate more money than Facebook ads and Google ads to the same targeted audience.
3. It is so powerful for some companies that 37 per cent of direct-to-customer businesses send emails every single day.

When you send an email to your subscribers, it's difficult to measure its success without a benchmark. It's important to not only analyse your own results, but also look at other businesses to see how your emails perform in comparison. According to Hubspot (2023), here are some email stats that are a good starting point when assessing your email success. The average:

• open rate for emails is 21.5 per cent
• click-through rate is 2.3 per cent
• unsubscribe rate is 0.1 per cent.

So, if you send an email to 1000 people, on average, 215 people will open the email, and 23 people will click through. And only one person will unsubscribe.

‘But I don't want them to unsubscribe’ ...