Avionics News August 2019 - 56

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

Making the most of
email marketing
L

et's examine the phenomenon of emails. A
2017 study by the Radicati Group discovered
that 269 billion emails are sent per day,
which translates to 2.4 million emails sent per second
worldwide. For many of us, it feels like at least half
those emails land in our personal inboxes, as keeping
our email queues under control can take a lot of time.
In fact, according to this same study, the average
person receives, on average, 90 emails per day and
sends 40 emails per day. Those numbers seem more
reasonable. But consider a company with 1,000
employees. That means 40,000 emails are sent per
day from one company. Considering 250 business
days per year, this single company is sending 10
million emails per year.
Research studies and formal statistics aside, we can
all attest to the fact that we receive a lot of emails
every day, and many are never opened. And that's
the challenge to email marketers. How can you make
your emails stand out, be useful to the recipients, and
keep your customers' fingers away from the delete
key?
In the pre-internet days, a company had to carefully
56

avionics news

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august

2019

consider the decision to communicate with its
customers due almost entirely to economics. Printing
(or individually typing) letters, stuffing, and affixing
first-class postage (not to mention the staff hours
required to do all of this) prevented most companies
from daily or even weekly customer communication.
Now, with the press of a button, thousands more
people can receive your email without your marketing
budget losing one dime.
Don't be misled by the notion that email
communication is basically free; instead, use common
sense and empathy with how and how often you
communicate with your customers. Here are some
guidelines:
Be a hunter/gatherer. No matter how wellcrafted your emails are, they will do no good unless
they are going to the right people. You must make
an effort to gather email addresses, as the days
of dropping a business card in the fish bowl at a
trade show is so 1980. In a way, we're fortunate in
aviation, as there is a built-in interest in what we do
and how we can be of service to our customers and
the airplanes they love. Aircraft owners want to know



Avionics News August 2019

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Avionics News August 2019 - Intro
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Avionics News August 2019 - Cover2
Avionics News August 2019 - 1
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Avionics News August 2019 - Cover3
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