According to Forrester Research, by the year 2014 interactive marketing, will hit almost $55 billion in the US. It’s expected to grow from 12% of overall ad spend in 2009 to 21% over the next five years. What does this mean? More and more companies are adjusting their ad budget to spend less on traditional advertising, like print ads and billboards, and going online to market their company. One simple way to do this is through email marketing. Here are 6 questions you should be asking yourself when starting an email-marketing program:
1. What is the primary purpose of the emails that your company sends?
If your company is using emails to send out monthly newsletters consider expanding your message to action-oriented emails. Poll your readers to find out what messages and/or offers they would be interested in learning more about.
2. How are your company’s emails deployed?
Sending emails out manually through your Outlook or any individual email account can make you and your company look like amateurs, not to mention that you could even be sending your customers viruses. Use a third party online marketing tool specifically designed to send emails, such as Lyris, Activate Direct, Constant Contact, Campaign Monitor. These systems offer features to track open rates, click throughs, and can even integrate other applications your company may be using like a customer relationship manager (CRM).
3. How does your company design and manage email assets?
Designing emails from scratch each time you want to deploy an email can be very time-consuming, utilize a template approach. Users may lose interest if you continue to use the same template over time so design a series of templates for your email campaign.
4. Does your company utilize landing pages for your email campaigns?
There is a balance of marketers that feel implementing individual landing pages is far too time consuming, but they could not be more wrong. Directing all traffic to one specific place eliminates the ability to effectively traffic the success of your campaign. It can also be frustrating for your user if they get to a page and the page is not specific to the email they received. The most effective landing page uses a combination of the offer, making the user feel the offer is unique to them and include a call to action.
5. Does your company test offers, lists, subject lines or creative?
Your company should constantly be testing email communications to your readers. This will allow you to refine your message(s) and get rid of poor performing campaigns or programs along with segmenting your list of users. Select a percentage of your database like 10-20% and test a two different messages or offers, even test the subject line within these messages.
6. Does your company test to optimize deliverability, as well as frequency, and days in which email deployment is most effective?
Deliverability is important information for every successful email program. The time and frequency of email deployment can also be a factor in the success of your deliverability. What works for one company may not work for yours. The only way to truly know what works for you is to test, after all isn’t email marketing a game of “trial and error”? Having conclusive results will help you refine your email campaign and build a more effective outcome.
Tags: Email, Email best practices, email campaigns, Email marketing, Integrated Web Strategy
