Numbers Game: How Deliverability Affects your Market Share

Gregory Lee
May. 25, 2018 by Gregory Lee

All About the Numbers

Success is a numbers game. My background in sales and operations has taught me that the more people you reach out to, the better your chances of achieving sales targets and increasing your market share. Just ask any salesperson out there: invariably they will tell you that their success is largely dependent on the number of qualified leads.

There are tried and tested methods that sales teams use to close down their prospects, from good old telephone calls and personal references to online forums and social networking platforms. Email, however, remains the most effective tool for converting prospects to customers. It is also widely used for up-selling, cross-selling, repeat business and preserving customer loyalty.

And the reason why it is widely used is because it actually works. Email marketing is cost-effective, direct, personalized, easy, measurable and can have global reach. It goes beyond time zones and cultural differences. It can be automated, requiring minimum time and effort, and still be highly effective (according to Yes Lifecycle Marketing, triggered messages comprise only 2% of all email volume, and yet they generate 10% of email-driven revenue and 10% of email-driven orders). And yes, its impact on sales is proven: survey results by Seattle-based consultancy Smith-Harmon showed that 76 percent of subscribers have indeed made purchases from an email marketing message. So it will come as no surprise that 73 percent of marketers rate email as the number one digital channel for return on investment (Source: Marketing Week.)

Numbers show that email is the most effective tool for business growth, but that’s only true when the emails in question actually reach their target audience. Unless your emails are delivered to the recipient’s inbox, you shouldn’t expect much in return. Emails that end up in the junk folder are unlikely to be read but even if they are, their significance and reliability will be damaged. They will be labelled as “spam.”

You may well have designed a rocking campaign, carefully chosen your message and subject line, written engaging content and included an irresistible call to action, but all this effort will have been for naught if your email doesn’t reach your subscribers. At best, it will deliver results that don’t meet expectations.

Your sales team knows there is safety in numbers. The higher your email deliverability rate, the more people you reach. The more people you reach, the better your chances of meeting your targets. Simple. Success is indeed a numbers game.

-Greg Lee

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