I Dumped My Email Marketing. Here’s Why [And What I Replaced It With]
I sent my last email today, July 25th, 2018.
I started a Facebook Group to create an active SEO Community. Email Marketing Open Rates and Click Through Rates are down across most industries. Facebook Groups allow for better collaboration, sharing and community like involvement.
I used to send an email newsletter every two weeks. I slowed down because my open rate was not that great and click through was even worse.
I thought it was just me but after doing some research I saw that email reach for most people was down.
I took some time to think about it. I tried different things including:
- Different Types of Titles
- Different email templates
- Use of different kinds of buttons
- Different types of content
There was no real improvement.
Keep in mind my list is people who voluntarily signed up. I did not purchase it or build it any other way.
If you take some time and think about your own email behavior you will understand why email marketing is down dramatically over the years.
You might remember the days of your post office mailbox being stuffed with direct mail. How much of that mail was ignored?
You’re sending email to someone who is likely inundated with email daily. They just do not have the time to read everything.
If they do open your email it’s probably getting skimmed at best.
I do this. I get at least 100 emails on any given day, probably closer to 200. I just cannot take the time to read them all.
I choose what I read based on the subject and the sender. Otherwise the email likely just sits in my inbox or gets deleted. I signed up for these email newsletters and notifications.
I spend a lot of time reviewing clients content and analyzing SEO. I am constantly marketing and researching. Taking the time to read EVERY email just does not work. It does not work for most people.
I Get It
What Do You Do to Continue to Reach People That Want to be Reached?
Let’s face it. If you wanted to read my content you will. Whether it’s in an email, on my social media or on my blog.
The problem is you may not be aware of when I create new content.
I have a solution.
I created a Facebook Group. Using a Facebook or LinkedIn Group is really the best way to continue to reach your community. Everyone is notified of new posts. The reach is far greater than any other online method right now.
You might think other options are better. Let’s review.
- Facebook Page Reach is down significantly and will continue to fall as Facebook tries to recover from the fake news problems. Followers of your Facebook page ARE NOT notified of new posts.
- Twitter reach is down as the platform continues to try to find itself and also attempts to eliminate bot accounts.
- Google Plus is almost a ghost town
- Snapchat reach is also down
- Instagram is the only platform right now that seems to be doing well for reach for most active social media users and businesses. It has crossed the One Billion user mark (only Facebook has more). Just recently they launched InstagramTV.
Instagram is great and I use it often but it does not offer the same community feel as a Group on Facebook. It’s still very easy to miss content as the algorithm evolves in a similar manner to Facebook’s algorithm.
Welcome to SEOHackerz – A Facebook Community
I launched the group on July 12th, 2018. As of this blog post, there are 9 members.
I am sending my final email on July 25th, 2018. In the email is an invite to the group.
I pointed a domain I own (seohackerz.com) at the Facebook Group to make it easier to find.
How Do I Get People to Join My Facebook Group?
Now I have a group. Let’s call it a community. How will I get people to join?
Facebook’s algorithm clearly favors larger, more active groups. It takes time to build it. If you do nothing it will take a long time.
A few years back I started an Online Networking Group on LinkedIn. It took a while to get it to 100 or 500 members. Today the group sits at 5069 members. It’s pretty much on autopilot now. I have two admins who help moderate the group. It’s a great resource for Connecticut businesses and entrepreneurs.
The point is if you build it they will come…. if you put the work in too.
Here’s what I have done so far to bring people to the group. Keep in mind all of these were done within a few days of writing this blog post.
- Tweeted about it on Twitter (and I will continue to do so)
- Shared it on Instagram
- Posted it to my Facebook Page
- Of course, there is the email I told you about
- Asked current members to share it
- Shared it in a few groups I belong to, with permission of course
- Share it in groups I own including the LinkedIn Group
- I have replied to comments on my blog posts with invites
I will continue to do most of these. I will find other ways to share. I may even run an ad or two.
Why Do I Share This?
Email marketing does work for some. It did work for me for some time.
For most email marketing is declining, rapidly. It is being replaced by other means of reaching your community/audience.
A personally know a few business owners who use text messaging instead. With text messaging, you’re not competing with hundreds of emails. You might be competing with dozens of texts.
I know a few businesses who switched their social media marketing from Facebook Pages to Facebook Groups. If you pay attention to the news at all you know that Facebook is reducing Facebook Page reach even more.
I have chosen to eliminate my email marketing program and focus on Facebook Groups. Yes, that is plural. I belong to other groups that are very effective for their purpose. I plan to create a couple more for various purposes.
Marketing has evolved dramatically in the last 20 years. The explosion of the internet has made it incredibly easy to seek and engage your ideal community.
I say easy because it’s easier than placing an ad that will be seen by a mass population of people of which only a small percentage are interested in what you’re selling.
Today in the world of marketing (digital marketing) evolves constantly and often. If you’re not staying up to date with changes you can fall behind very quickly.
I am evolving my marketing plan. I will do the same for the businesses I work with. I just advised a business today to move more of their strategy to Instagram.
My last email campaign saw an open rate of 12.44% and almost no clicks. The industry average for my industry is around 20%.
Sharing the same content in ONE Facebook Group generated 31 visits to the blog post. Of which maybe 1/3 left comments. Even better is my bounce rate is down to around 45% now, well below industry average.
That’s in one day, one share in one Facebook Group.
It’s clear to me the path I need to take.
Email marketing might be great for you. Everyone is different. I have (and still) work with several businesses on email marketing. I have watched open and click-through rates decline over time for every single one of them.
No matter what strategy is deployed it does nothing to shake up the analytics. Occasionally we get lucky with a great response.
I prefer to get lucky more often.