Over the past year, marketers with limited marketing dollars have been looking to email marketing to help them reach their sales and profit numbers. In order to keep your email strategy effective, you need to make sure your existing customers stay loyal to your company. Below are two key list strategies to keep in mind:
1. Always looks for ways to build your subscriber list. Make sure your email contains an easy-to-find “forward to a friend” button. If you are using an Email Service Provider, make sure you check the box to enable this functionality. For those who receive the forwarded email, make sure there is a subscribe link at the bottom.
2. Segment your subscriber list based on their email habits and preferences. Pay close attention to your subscribers' email habits and preferences. By sending emails based on their preferences, you’ll reduce the percentage of contacts “opting-out” of future emails. Subscribers are becoming increasingly more comfortable with having their email pattern details known, and that should be something you include in your list data.
Following these two strategies will help you grow and maintain an active subscriber list.
A new research report from online marketing firm eROI found that 18% of marketers don't track the performance of their email campaigns. The reasons given for failing to track included not knowing how, or lacking the time or budget.
Fortunately, email campaigns are one of the most easily-tracked marketing tactics. Most Email Service Providers provide a wealth of information for each email campaign, usually accessible in a couple clicks. Below are a few key metrics to use for measuring performance, along with benchmarks for average and good results.
If you’re experiencing a downward trend in any of the metrics above, this means your list is overused and its time to modify your email strategy. Options to consider are modifying your offers, improving the quality of your messages, or decreasing the frequency of your email blasts.
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