If you’ve ever conducted an email marketing campaign, you’ll know that your intended call-to-action can sometimes be ignored entirely. Subscribers may simply not be interested enough to engage with it, or they might use your email as an excuse to contact you about something else. And not necessarily something positive.
With so many emails flying out of the door, tracking responses can be tricky. Responding to individual enquiries is an essential task for any business, large or small, but recent research has discovered that nearly 60% of companies fail to respond to email inquiries in anything less than eight hours. That’s a typical working day.
Worse still, 26.5% take 24 hours or more to reply, leaving customers frustrated at the lack of response to what might often be an urgent question.
Studies have shown that 42% of people believe email is the best way to vent frustration or anger towards a business. With the number of active email accounts expected to hit 5.1 billion in 2015, there’s a whole lot of people out there with the necessary tools to make their point heard and, in turn, expect some kind of response.
Clearly, a lack of discipline, marketing automation and email management can be linked to slow response times. Email marketing – particularly in smaller organisations – may only be carried out by one or two people, and as it is likely to elicit the occasional response from someone who has no interest in the original purpose of the email but who simply wants to express their concerns, the job of finding such replies can be very difficult.
Slow response times can be detrimental to brands, products and services. These statistics are a timely reminder that incoming email, no matter from which source it originated, has to be monitored. If you’re an email marketer, you can make your life a lot easier by ensuring bounced emails are dealt with automatically, leaving your inbox free of clutter and only containing genuine replies – you might be surprised by what you find in there and how quickly you need to respond.
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