In basic terms, the sales funnel describes the sales process from first content to purchase. It is used as a visual aid and resembles a leaky funnel where sales opportunities are dropped into. There will be occasions when these opportunities need to be taken away from the funnel because the customers are either uninterested or deemed to be outside your target audience. The stages of the funnel refer to the likelihood of a customer making a purchase and the sales opportunity increases the further down the funnel you go.
Developing your Sales Funnel
When a sales opportunity presents itself, your goal is to remove all road blocks preventing a possible sale. After removing this barrier, you move on to the next stage and closer to the final goal. These issues include customer uncertainty about your brand, the value of your product and whether or not it is within their budget. By developing sales metrics appropriate for your business, you will be able to manage the sales funnel.
Sales Funnel Stages
- Lead: This refers to someone that fits into your target audience but you have not yet been in contact with.
- Prospect: This is a potential customer that has expressed an interest in what you have to offer. This means you have had a conversation and the prospect has been given information on what to do next in the process.
- Qualified Prospect: This is the most testing part of the funnel as it involves you verifying that the prospect has a need for your product, has the budget and sees value in what you sell.
- Commitment: By now, the prospect is a committed customer and has made verbal agreement to make a purchase.
- Transaction: This is when the deal has been signed, sealed and delivered!
Going back to the qualified prospect part of the sales funnel, you need to use lead scoring in order to rank and prioritize your leads. For example, you may find that those who register for your webinar are more likely to pay for your services than those who sign up for email newsletters. In this case, you will pour more resources into the webinar than you would have done otherwise.
Basic personal information is necessary of course but you should also look to get details of the professional occupation, location, company size and budget. ‘Score’ each visitor’s interaction with your brand; the closer someone moves towards a purchase, the more points you assign to that customer.
With a well-drawn out sales funnel, you can quickly get rid of irrelevant leads that will end up costing you money in marketing and focus on those who are likely to become paying customers. This reduces costs, increases ROI and allows you to become more dedicated to prospects that will prop up your business.
It’s a mistake to believe that your email marketing efforts end once you have converted visitors into paying customers. In fact, you should believe it is only the beginning because once you have customers; it is much easier and less expensive to retain them than to bring in new custom. In fact, it can cost 7 times more to bring in new customers than to keep old ones yet companies habitually shift their focus away from customer retention.
What Is Customer Retention?
This process isn’t just about keeping customers; it involves actively trying to keep them happy by ensuring they have a great experience which coerces them into spreading the word about how great your products/services are. When you focus on existing customers then bringing in new consumers almost takes care of itself.
This is where triggered email marketing comes in; it is a way to identity what is troubling these customers (pain points) and make a difference. Behavioral marketing involves the personalization of marketing based on the data you collect relating to the activity of users. Here are a few ways to use this strategy and retain a high percentage of your existing customers.
- Advocacy Program: Send an email to new customers inviting them to join and offer reward points for signing up. Make sure the advocacy program has expiry dates to ensure the recipients of the email take quick action.
- Promo Code: This classic strategy still works! Offer a thank you gift or special coupon code once customers have made a purchase. The gifts on offer depend on your business and what you can afford. If you sell something with an annual plan for example; you could offer 20% off.
- Holiday Gifts: Holiday marketing is extremely popular so offer a gift inside the email to make sure your company stands out from the rest. Corporate giants such as Amazon and Starbucks send e-gift cards to customers so if it’s good enough for them, it’s good enough for everyone else!
- Market Research Survey: As well as gaining important insights into your company through customer input, these emails can be great ways to retain customers. Simply ask customers for their opinions in a short survey (shorter emails of this nature tend to have better response rates) and offer them a spot in a draw for a big prize like a $500 voucher or vacation in the Caribbean. This gets customers excited about your brand and may even cause them to spread the news about your generosity.
The above is just a handful of retention email strategies you can use to keep a loyal fan base and ensure you are forced to spend less on new customer marketing campaigns.
For all the talk about ‘customer loyalty’ being an essential part of marketing, few companies ever launch successful loyalty programs. Most consumers see through transparent loyalty points/cards programs and believe it isn’t worth their while. So what are the real barriers to loyalty and more importantly, how do you overcome them? Read on to find out more below.
1 – The Feeling Of Being Overlooked
Existing customers quickly get fed up with companies offering great deals to ‘new’ customers only. This is an acquisition program that alienates existing customers and usually ends in disaster. Remember, it takes 10+ new and uncommitted customers to make up for losing a loyal customer. To overcome this, simply offer special rewards for loyal customers; perhaps offer freebies or discounts once they buy a certain amount of your merchandise.
2 – Biased Data
It is very hard to collect data that is representative of your customer base without showing bias to one segment. Fail to engage the core customer with your loyalty program by making it difficult to sign up or utilize your card etc. means you won’t get a complete picture of your customers. A multi-channel approach is critical and you also need to get end-to-end behavioral data while also ensuring customer preference is subject to relevance.
3 – Using Customer Profitability As A KPI
Relying on customer profitability to discover their value is likely to be an inaccurate mode of measurement. For instance, is a customer who makes one purchase of $1,000 in two years more or less valuable than one who makes 10 purchases worth $800 in the same period? While the first customer spent more, the second customer is probably more ‘loyal’ and likely to use you when he makes a big purchase. You need to get a better understanding of customer ‘behavior’ to drive profit.
4 – Leaving It Up To Marketing
Most companies believe its marketing department is responsible for driving loyalty. However, for real success, only businesses where the CEO and executives are involved will succeed at becoming a genuinely customer-orientated organization which ensures the customer is #1.
5 – Opting For Loyalty Programs & Not A Loyalty Approach
In simple terms, a program can be part of a loyalty approach but a true loyalty approach is not part of any ‘program’. Instead, this approach should be the way you do business as your organization is dedicated to pleasing customers in a variety of ways. Companies that rely on loyalty programs will be dismissed as opportunistic whereas businesses with a loyalty approach will be deemed as ‘genuine’ by customers and this will lead to long-term loyalty.
In order to be a success, it is essential for a business to ask ‘how are we loyal to our customers’? To enjoy customer loyalty, you must place the customer at the center of your marketing approach instead of just adding in programs as an afterthought.
You may be surprised to learn that only 37% of automakers’ profits come from the initial money paid for a vehicle by a consumer. The remaining profits are earned via the ‘aftermarket’ industry; this simply means car accessories not included with the vehicle. This market focuses on the maintenance and repair of vehicles to ensure customers are buying durable consumer goods.
Common aftermarket products include body parts, oils, gearboxes, motors and tires. It is an extremely competitive industry which makes it tough for newcomers to gain a foothold. Even established corporations have to stay ahead of the pack and below, we look at 4 of the marketing trends they use to keep the profits rolling in.
1 – Auto Parts eCommerce
There are an estimated 70 million auto part searches every single month and an increasing number of consumers are looking to buy online. Online searches increased by almost 40% between 2013 and 2014 for example.
In the United States alone the auto parts eCommerce market is worth an estimated $6 billion a year. By 2020, this is likely to increase to $20 billion in North America and Europe!
Although Western markets are continuing to drive growth, emerging markets such as Brazil and China will likely lead to an even bigger explosion in auto parts eCommerce sales within the next decade.
Retailers have a bigger selection of marketplaces to choose from than ever before including Sears, Amazon and Newegg not to mention auction sites such as eBay Motors. Amazon is the largest online retailer of auto parts and has enjoyed annual sales growth of 20-30% in the last few years. The aforementioned rise in eCommerce as a whole is likely to see even more growth for Amazon and other giant retailers.
2 – Service Aggregation
The integration of B2B and B2C business models is one of the biggest tests for the auto parts aftermarket industry. Trying to integrate the two in a digital environment is a serious challenge.
To date, online sales have typically targeted DIY lovers or so-called ‘early adopters’; these individuals tend to perform minor maintenance on their cars and purchase a few accessories. Yet most drivers rely on garages and physical stores for their auto needs; the question is: How do you engage these individuals digitally?
Service aggregation is an emerging business trend with companies such as RepairPal and Openbay acting like a TripAdvisor for auto service. These sites connect drivers with garages based on the person’s needs; this includes location, cost and requirements.
We expect service aggregators to evolve to the point where they can remotely diagnose vehicles. Openbay is already making strides with its app that allows you to pay for parts and services online. As a result, these websites can become part aggregators and suppliers. Additionally, they can mediate between customers and services centers and create their own closed distribution channels.
Such changes have forced automotive aftermarket stalwarts such as Michelin to take action; the tire manufacturer purchased a 40% stake in online tire retailer Allopneus; a French retailer that managed to transform itself into a $150 million business within a few years. It is believed that 20% of tires will purchased online in France by 2020.
BMW and other major carmakers have created online stores on eBay, TMall and other online marketplaces. Eventually, you won’t need to contact your local car dealership to book your normal under warranty service; your car (yes the machine!) will contact the dealership before a service is due or if there is a parts failure.
3 – B2B Marketing
Online sellers have found success by targeting consumers with maintenance parts such as lube, filters etc. While this will certainly help them remain profitable, the key to major success lies in making sales to business customers such as fleets and garages. Chinese company AliBaba has already enjoyed success in its homeland and is branching out into North America. As a result, automotive aftermarket players need to shake up their existing B2B marketing efforts.
4 – Direct Selling
Suppliers and OEMs will embrace direct selling as the new normal. Bosch saw immediate success with its online store on TMall (the Chinese eCommerce site) by generating $9 million worth of sales in its very first year.
Other suppliers have followed suit on TMall and are looking to sell parts directly to businesses and end users. The aftermarket is currently less structured in emerging markets; this means larger companies have the opportunity to alter their distribution system.
Yet even Western consumers can expect to be impacted by direct selling; Goodyear is already selling direct to customers by setting up portals for end users to purchase parts directly from the company with dealer fulfillment.
The Internet has already had a huge impact on the Automotive Aftermarket industry and this sea change is set to continue. Part makers will look to sell directly to consumers, market differently to businesses, sell more online and improve the service received by their customers.
The most basic reason to use image personalization in your email campaigns is to make them more appealing to customers. We all receive a huge amount of spam and junk mail in our inboxes and a host of dull and unappealing emails as well. These don’t stand out and even though they may be from genuine companies, we dismiss them as spam too because they are so generic in nature. With image personalization, you not only add a bit of color to emails, you also cater to the individual tastes of each recipient.
It seems strange that the television device of sending messages based on exact times hasn’t really gathered steam when it comes to email marketing. We are of course referring to those adverts which state that there is a sale in 5 days time. The reason why it is not used in emails is because most marketers assume that the message will be opened and read soon after receipt and will then never be read again. However, one set of clever marketers thought otherwise and created an email that displayed a dynamic countdown, in this instance for Christmas. These marketers banked on the fact that the email would be opened repeatedly and recipients saw a different countdown time whenever they open the email.
What happened is that the marketers managed to create an email where the image changed every time the email was opened. If the subscriber opened the email once a day, they would see a new image and a different countdown time on every occasion. It was even possible to change the time displayed in the email depending on where the recipient was viewing it from. For example, if a consumer in Paris and one in New York opened their emails at the same time, they would see a different message. If this seems like a lot of work for a single email, it is worth noting that in our example above, the company enjoyed a sales increase of approximately 40% and each email was opened more than 5 times on average.
What does this prove? That thinking outside the box can be extremely rewarding. While your email campaign does not have to be as innovative as the one we just outlined, you should be using dynamic images in order to get the best results from your email marketing. No one is interested in dull, bland emails that lack a bit of style. Image personalization is clever and breathes new life into each and every email you send.
Unfortunately, the assumption that auto companies still rely heavily on TV, radio and newspaper advertising is true! While these traditional methods of marketing still have their place, the truth is, they are very expensive and have a pretty low ROI. According to BBC Worldwide America, over 50% of viewers watch shows on DVR and an incredible 97% of them skip the advertising content!
Given the growth of online marketing, Smartphones and social media, sticking rigidly to old fashioned marketing is a recipe for disaster. Some dealerships are finally getting to grips with email marketing and now realize it is arguably the most effective mode of advertising for their businesses.
Collecting the email addresses of customers is a priority and can be achieved in a variety of ways:
- At Racing Events.
- At the Dealership.
- At Car Shows.
- At the Service Counter.
- Through Their Website’s Sign-Up Page.
- As a Pre-Requisite For Test Drives.
Once you have a customer’s email address, the next step is to learn how to use it correctly and this is what we examine below.
A huge percentage of your email marketing messages will remain unread if you persist with generic content sent to the wrong people. Email segmentation enables you to provide content your audience is actually interested in. The key is to find what interests different subscribers; then you can create tailor-made emails they will click on and read.
Here are some ways to segment:
- Customer Profile Characteristics: Age, gender and geography for B2C and size of company and industry sector for B2B.
- Current & Predicted Value: This is a way of finding your most valuable customers in order to gain their loyalty.
- Customer Lifecycle Groups: The online loyalty ladder involves customers passing through various phases; moving customers from the first to the second purchase is a big challenge. You need to identify consumers at different stages of the ladder before creating specific promotions to encourage further purchases.
- Current & Predicted Behavior: This involves capturing visitor interactions with different communications such as pages visited on site and email clicks.
There are some interesting statistics relating to how segmented emails perform against non-segmented messages. For example, segmented emails get 14% more opens, over 10% unique opens and over 59% more clicks.
There is no point sending carefully crafted emails if they never reach their intended destination. You need an email provider with an excellent track record of ensuring every phase of sending activity is in accordance with email marketing best practices. This means having anti-spam precautions integrated into every email. Simple ways to avoid ending up in the spam pile include:
- Asking Subscribers To Add You To Their Contact List: This is a quick and easy way to ensure your email makes it to their inbox.
- Be Consistent: Make sure your sending frequency is consistent; in other words, don’t send 1 email a month then suddenly start sending them every 4 days. For the record, 57% of auto-dealerships send out emails monthly while only 9% send out weekly email newsletters.
- Don’t Add Attachments Or Large Images: Adding attachments to email marketing messages tends to raise a red flag with Internet Service Providers.
Short Subject Lines
Most subject lines fall into one of the following categories:
- Price Discount.
- Special Offer.
- Exclusive Product/Service.
- Limited Time Offer.
- General Information.
Given the competition in the automotive aftermarket industry, special offers and discounts are typically the most commonly used subject lines. The ‘sweet spot’ for a subject line in terms of length is 8-10 words. Writing something compelling enough to elicit a response in the form of an Open is a tricky task; but that’s what you pay copywriters for!
Avoid the use of ‘spammy keywords’ and always ensure your subject line is representative of the email’s content. Use of misleading subject lines will quickly get you into trouble.
Finally, try to ‘personalize’ the subject line as the recipient is more likely to open when they see their name.
It’s best to keep your marketing emails short and to the point; anywhere from 200-400 words is reasonable but try and remain closer to 200 than 400 words. Use clear ‘non-salesy’ words when communicating with the reader and always ensure the message contains something of value to the reader.
This could mean the promise of a discount on their next purchase, an offer exclusive to your subscribers or even important information relating to the automotive aftermarket industry. Make sure you conclude the email with a clear Call-to-Action; research suggests that Orange and Red are the most eye-catching colors to use for your CTA button.
It appears as if the automotive aftermarket industry has been slower than other industries to embrace email marketing but it is finally catching on. Once you have gained the emails of prospects, the next step is to gain their trust. The best way to do this is through carefully crafted email newsletter content that increases customer loyalty and boosts your reputation.
If you are a regular Response Wise reader then you’ll already know that the ROI earned from email marketing can be astronomical. According to a report by VentureBeat, email marketing could provide marketers with an ROI of $38 for every $1 spent! Clearly, this will not be the case for every single email marketer but it does provide an insight into the kind of success it is possible to achieve.
Email marketing is constantly evolving so you need to stay on your toes to keep up with these changes. What is working for you right now may not be effective 12 months down the line for example. However, it is possible to enjoy fantastic results by making a few simple additions to each email with the goal of optimizing them.
Segment To Provide Value
Your subscribers could be receiving dozens of marketing emails a day so creating a generically designed email with a less than compelling message spells doom for your campaign. Deliverability rates tend to suffer when subscribers believe the emails are irrelevant to their needs so you need to segment your list to ensure the right person receives the right message.
You can segment according to age, gender, location and interests among other things. No matter how well written your email is, if it isn’t about a topic that interests the recipient, it provides no value and is therefore of no use to them.
Include Several CTAs
Adding a single Call-To-Action at the end of an email won’t cut it. A cleverly designed marketing email will contain multiple CTAs that flow seamlessly within the content and don’t seem overly ‘salesy’. The fact is, the more links there are to click, the more likely it is that readers will click on one.
Your emails should contain content that is easily ‘sharable’ across different marketing channels with special attention paid to social media sites. All it takes is a handful of brand advocates to transform a company’s fortunes and when you give these loyalists the option of sharing your content on Facebook, Twitter, LinkedIn etc., good things will happen.
When designing your emails, make sure there are clearly defined areas where subscribers can share the text via social media and email.
Ultimately, the success of your email marketing campaign will lie in your ability to effectively segment your target audience and create content that benefits them. Yet there are a couple of simple additions that can really boost your click-through rate and this will inevitably lead to more sales.
There seems to be little evidence that email marketing will lose its effectiveness; indeed, all evidence points to the contrary. An email statistics report by Californian based technology market firm The Radicati Group says that there were 4.11 billion email accounts worldwide (2.6 billion email users) in 2014 and this will increase to over 5.23 billion (over 2.9 billion users) by 2018.
At present, over 90% of Americans have at least one email address that is checked on a daily basis and over 70% of email users provide marketers with their primary address when signing up for marketing offers. Of course, the modern consumer expects high standards from email marketers so if you want to turn subscribers into customers, read the following tips on optimizing your emails.
Make Them Mobile Friendly
If your emails are not mobile responsive, you are missing out on a huge chunk of the market. Basically, this means ensuring your email is crisp, clear and easy to read no matter what device is used by the recipient.
By the end of 2014, approximately 53% of emails were opened on a mobile device, a figure certain to increase by the end of 2015. Depressingly for those yet to optimize emails for mobile devices, over 70% of mobile users will delete any unoptimized emails. Don’t make the mistake of shrinking the screen to fit; this only makes emails look bad on larger screens.
Get Your Timing Right
The global economy can make things tricky when attempting to send messages at the perfect times. The best way to do this is through the use of segmentation; you will ideally invest in automation software for this purpose. With detailed analytics, you can find out the time period where recipients are most likely to be checking their email.
You also need to pay attention to email frequency, sending too many emails puts you at danger of being marked out as spam; too few causes subscribers to forget you. Avoid daily emails unless they contain special offers; most marketers tend to send out a weekly email.
Subject Line & Preheader Text
The best subject lines tend to be less than 50 characters long yet they contain an interesting tidbit that compels the recipient to keep reading. Including a quick stat that benefits the reader is a great way to get their attention.
The next step is to customize your preheader text; this is the short summary that comes immediately after the subject line. Too many marketers ignore it and the result is generic text. You can change all that by using the preheader text to provide a teaser of your email content, provide an incentive to open, expand on the subject line and instil a sense of urgency. The 3 seconds it takes to read the preheader text could make or break your email marketing campaign so don’t forget it!
While we believe the above tips will remain relevant for quite some time, it is important to note that email marketing is growing and evolving. This means you must keep abreast of the changes to ensure you don’t use outdated tactics. I hope to continue bringing you up to date information to keep you at the front of the queue.
Integrated marketing has been used to promote B2C and B2B products/services for a number of years but it appears as if companies in the automotive aftermarket industry are lagging behind. Below, we look at some ways in which you can combine your marketing efforts to create a cohesive strategy that puts your company on top.
Radius Direct Marketing
This is a great way to combine email and direct mail. There are a number of marketing companies capable of selecting your target audience based on your current trade area or a new area you wish to expand into.
Now you can target specific ‘types’ of customer; for example, an automotive dealership can look to target vehicle owners who have a modeled lease expiration within the next 90 days. Other examples include owners of particular vehicle types or owners of specific year/model/make vehicles. This is particularly useful if you specialize in providing parts of a particular automobile brand.
The next step is deciding if you want to send marketing messages via email, direct mail or both; we recommend both. When you combine targeted direct mail and email, it can be timed so both messages arrive at approximately the same time.
The final step is to decide upon your message. Please ensure your message/offer is compelling enough to give recipients a reason to take action. This may come in the form of a phone call, an email, visits to your website or even an in-store visit. When designing your messages, always remember that your customers have a ‘What’s in it for me?’ mindset.
You could say synchronized marketing goes beyond mere integration as it enables the ‘true voice’ of your brand to be heard. It can involve the use of marketing sales literature, social media, design, advertising and PR.
Don’t make the mistake of thinking synchronized marketing is a simple matter of creating a single advertising concept that is then translated across different mediums. In reality, each marketing discipline should draw from its own strengths. It enables your marketing communications to be tweaked continuously based on real time customer feedback. It connects individual ‘touch points’; this ensures your target audience receives an enhanced experience which naturally results in stronger customer engagement.
Keep the Conversation Flowing
Your brand ‘voice’ includes Social Media, Website, Promos, Advertising, Events, Sales Presentations and Marketing Literature (email, sales letters, direct mail). The Internet allows you to access and influence communities in bold new ways. Now it is possible to start a conversation and continue interacting with individuals and brands. Your goal should be to ‘keep the conversation flowing’ in order to propel your products/services into the collective consciousness of your target audience.
Land Rover is an automotive aftermarket company with its finger on the pulse. It has beautifully integrated its marketing and is reaping the rewards. It created a tailored experience for customers by using their location and past visit preferences to develop a dynamic advertising experience.
This includes incorporating video marketing; the result is a significant rise in customer engagement with the ‘intent to buy’ metric now at 53%. It has also led to an increase in the number of qualified leads for dealers.
Social Media Integration
It’s a mistake to view social media as a separate activity in your marketing campaign. By doing this, you make your audience feel as if they are uncared for in what is ultimately a hollow customer experience. Social media marketing works best when it is part of a larger campaign so we have included a few ways to integrate it into your marketing below.
Eliminate the Unnecessary
A mistake made by companies attempting to integrate social media into their marketing efforts is to try and do everything (and there are a lot of networks and activities). Choose the sites and features that best fit your brand. For most companies this means sticking with Facebook, Twitter, LinkedIn and perhaps Pinterest but your mileage may vary.
Put Positive Social Media Reviews on Your Website
Customers LOVE making comments and adding reviews of products and services on social media. Find the positive feedback and display it on your company website. Transform your site from a collection of static information pages into your 24/7 salesperson!
Study Your Analytics
Leverage your analytics in concert with social media to visualize changes in your website’s traffic and sales as you begin new marketing campaigns. If you don’t have Google Analytics already, get it now!
If you want to enjoy success in the competitive automotive aftermarket industry, you need to think and act BIG! Integration of all your marketing channels is the single most effective method of truly connecting with your target audience and enhancing your brand.
As far back as 2012 the Harvard Business Review found that combining direct mail and email resulted in a higher response rate and increased order value. Add social media and web marketing to the mix and you should have all your bases covered.
You would like to think that those marketing emails you have carefully crafted will all find their way to the inboxes of subscribers. Unfortunately, an estimated 21% of ‘permissioned’ emails fail to reach their target. While email marketers in the UK fared a little better with only 18% of emails not making the inbox, this was a steep rise from the 2014 figure of 13%.
The thing is, there is no mystery behind this issue and we look at 4 clear reasons why marketing emails are not finding the inbox.
1 – High Rate of Complaints
It is not unusual for consumers to sign up for email offers only to regret their decision. It can sometimes take 14+ days for a company to acknowledge the consumer’s choice to ‘unsubscribe’ which means more marketing emails sneak through.
This angers the recipient who in turn complains to mailbox providers. These providers have an obligation to take complaints seriously and their next step is to consign your emails to the recipient’s ‘spam’ folder. Worst of all, once you are marked as ‘spam’, that consumer will never subscribe to you again. Lowering your rate of complaints is essential if you want a higher delivery rate.
2 – Inactive Subscribers
When you send emails to accounts that are seldom ever used, your messages typically end up being filtered. Remember, mailbox engagement depends on account activity so sending emails to ‘dead’ accounts is bad news for your stats. When your delivery rate drops, you may end up being flagged by mailbox providers. Solve this problem via a customer reengagement campaign which helps you bring old subscribers back while getting rid of inactive accounts.
3 – Spam Traps
A ‘spam trap’ is an email address specifically designed for the purpose of catching companies that send emails without the account holder’s permission. If you make the mistake of falling into this trap, your email address will immediately be flagged as spam which of course prevents your messages from reaching their destination.
Never purchase email lists and look to implement a double opt-in system as it ensures subscribers have to click in order to allow you to send messages to their account.
4 – Your Lead Rate Is Too Low
Mailbox providers are becoming increasingly more sophisticated as they look to protect users from unwanted emails. They are including complex algorithms in order to understand what account holders really want.
If a high percentage of your messages are not opened or get deleted without being read, it is a sign that you are not connecting with the recipient. This will lead to the mailbox provider filtering your messages entirely which means they never again reach the inbox. Your job is to provide subscribers with valuable content or else you risk being consigned to the scrapheap.
Although it seems as if the odds are stacked against email marketers, the more advanced algorithms used by mailbox providers is actually a good thing. They force you to create more relevant content and follow email marketing best practices which increase the quality of what you create. This should yield improved delivery, open and click-through rates.
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