For many years, email marketing has proven to be an effective marketing channel for thoroughbred trainers and syndicators. However, some email marketing tactics are more effective than others.
We came across intriguing information from Aberdeen Group that looked at typical best practices used by successful email marketers.
Put email marketing first for a higher return on investment
When it comes to their overall marketing approach, marketers who prioritise email marketing typically realise:
- 89% higher contribution to revenue;
- 167% higher email open rate;
- 230% higher click-through rate;
…compared to marketers who don’t prioritise email marketing.
Integrate data-driven campaigns for success
With data at their fingertips, email marketers are more effective in developing repeatable processes and personalised campaigns.
Email marketers will often test and optimise campaigns, with 59% saying they can duplicate the results of effective campaigns with this approach.
When customers are synchronised between email marketing platforms and other systems such as finance, a single customer view can be achieved. Of the best email marketers surveyed, 70% can identify the most profitable customers in their database and their preferred buying patterns, preferences and important attributes.
Personalisation and relevance to gain respect
Good email marketers are effective at maintaining consistent, relevant, personalised communications with prospects and customers.
The best email marketers replace “blast” email campaigns that are sent to an entire mailing list, with more focused and relevant content based on each contact’s preferences and attributes.
These tactics increase email open rates by 26% and drive higher returns on investment in email marketing.
Timely communications to capture attention and respect
Email automation delivers scripted and personalised information the prospect was asking for within minutes of them asking. This can be the difference between you and your competitor who may take days to respond.
Continuously optimise to avoid sending spam
The world of email marketing, and specifically the security and spam prevention measures employed by global email inbox providers, is constantly changing. This is particularly the case now since Google and Yahoo implemented new security and spam prevention measures (read about that here).
A contact on your mailing list is no longer an automatic asset that you can market to. An unengaged contact can be a liability and affect your email marketing to ALL other contacts.
Of the best email marketers surveyed, 76% say they can identify both the assets and the liabilities in their contact list. They dedicate time to improving the quality of their mailing list on a regular basis. That includes choosing NOT to email unengaged contacts.
Source: “B2B AND B2C EMAIL MARKETING: INSIGHTS FOR SUCCESS IN THE INBOX AND BEYOND”, Aberdeen
Organisations that prioritise email marketing and automation achieve faster sales, improved customer engagement and longer customer retention.
So, you have two options.
- Aim to master it on your own; or
- Find a trusted partner to implement the right software solution, good processes, smart automations and time-saving integrations.
We implement and then help manage the Keap CRM, Email Marketing & Automation solution for Trainers, Syndicators, Bloodstock Agents and Stud Farms wishing to future proof their sales and marketing activities.
We also integrate with leading horse management platform, Prism, to avoid manual data entry and capitalise on a single view of each contact.
Our technical expertise and industry experience makes us a trusted partner for 6 of the 10 top thoroughbred trainers (by national winners), three of the top racehorse syndicators and a leading stallion farm in Victoria.
But it’s not just the big operations that ask for our help. A further 17 businesses use the CRM we implement and manage for them including trainers with as few as 20 horses in work and several software and financial service businesses in the thoroughbred industry.