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Vol 5 Issue 6, 6/09 website | blog | twitter | LinkedIn |
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Taking your email marketing to the next level 1. Improve targetingWhen you start email marketing there's a lot to coordinate, and emailing 'one size fits all' messages to the whole list seems the easiest thing to do. The trouble is, not every email will interest everyone. And these days, competing for people's attention in the inbox is tougher than ever. If a recipient finds 3 out of 4 emails from you to be irrelevant, it's highly likely she won't bother opening them any more. These 'passive unsubscribers' are difficult to identify, yet they make up the majority of most lists. The answer is to segment your list by interest, and to send relevant messages only to those subscribers. That way you can actually email people more often, without getting on their nerves. 'Too many emails' is only a problem when the recipient sees them as irrelevant, not when they contain content that interests them. 2. Track results beyond the click-through If you're using Google Analytics, set up the goals you want to measure (such as sales or registrations), and, depending on which email marketing service provider you are using, you should be able to see just how many click throughs result in action. You can also put a value against a conversion, which means you can measure the actual return on your email marketing investment. 3. Integrate with social media It's a marriage made in heaven, but we've yet to realise just how beautifully email and social media go together. Even if you're only just now thinking about using social media for business, if you already have an engaged, long standing email list then do take advantage of it. For example, one of my clients, Pet Doctors, announced to its email subscribers when it started using Facebook, and has begun running 'Pet of the Month' competitions. Email subscribers are encouraged to upload photos of their pets to the Pet Doctors Facebook page, and the winner each month is featured in the newsletter. Each email also carries the message to 'follow us on Twitter for daily pet care tips'. This is a good example of a business prepared to experiment and looking to get more from its email marketing. It takes time to build a good Facebook page or following on Twitter, but everyone starts from nothing and the sooner you start exploring social media the quicker you'll find out what works for your business. |
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