Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Debra Ellis

The Integrated Email

By Debra Ellis

About Debra

Email marketing is the most effective way to increase sales, improve service, and keep customers coming back. Getting the most out of email campaigns requires an integrated strategy that crosses channels and motivates people to act. “The Integrated Email” provides realistic solutions and best practices for navigating the land mines of spam filters, short attention spans and increasing competition that marketers face today.

Debra Ellis is a seasoned direct marketer specializing in using integrated strategies to keep customers coming back and buying more. She is the author of several marketing guides and the Multichannel Magic blog.  She can be reached via email (below), on Twitter, Google+, LinkedIn and Facebook

 

Reinventing Direct

Gary Hennerberg
Are Autoresponders Killing Email Marketing?
Apr 16, 2014

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my...



Here's What Counts

Chuck McLeester
What Are You Measuring and Why?
Apr 9, 2014

An account manager working on a pharmaceutical brand once asked me, "How should we code the various opt-in vehicles to...



Marketing Sustainably

Chet Dalzell
Beyond Data: Why 'Grit' May Matter More
Apr 14, 2014

This past month, I was reminded how vital it is to have grit to achieve success, that is "true grit."...



The Power Punch

Carolyn Goodman
I Am the Judge of You
Apr 11, 2014

Pointing the finger has never been so easy ... and so anonymous. I suppose it's human nature to feel (and...



Brand Matters

Andrea Syverson
Verbify! Verbify! Verbify!
Apr 9, 2014

What's your brand verb? Yes, you read that right ... verb. Each and every day great brands are energized by...



Ruthless B-to-B Marketing

Ruth P.  Stevens
How Many Leads Do You Need?
Apr 4, 2014

One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide...



Making Social Sell

Jeff Molander
Why Most LinkedIn Lead Generation Tactics Fail
Apr 4, 2014

Sharing relevant content on LinkedIn likely will not get customers talking with you about what you're selling. Nor will commenting...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Why Model?
Mar 26, 2014

Why model? Uh, because someone is ridiculously good looking, like Derek Zoolander? No, seriously, why model when we have so...



Marketing Nuggets

Michael Lowenstein
Too Big to Fail - But Not Too Big to Suck
Mar 26, 2014

On a recent "Real Time With Bill Maher" show, Maher responded to the announcement that Time Warner Cable would merge...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Muscle Marketing

Wendy Montes de Oca
7 Magic Ways to Maximize Otherwise Boring Fulfillment and Collateral Pieces for Profit
Aug 7, 2013

Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



5 Surprising Email Metrics That Transform Businesses

 

Email is the most effective under-utilized marketing tool available. The instant revenue generated with each send lures marketers into the trap of sending one sale email after another. Investing the time to create a program that builds long term relationships seems almost wasteful. After all, the low hanging fruit is easy to get and there are so many other things that need doing.

Measuring the following metrics begins the process that moves email programs from one-off promotions to campaigns designed to acquire prospects and convert them into loyal customers. The people who subscribe to emails are highly qualified candidates for long-term relationships. They are interested in your company's offerings and have given you permission to share information with them. Providing more than the latest sale prices opens the door to unlimited potential. 

  1. Acquisition—How many prospects did your email program acquire last year? What percentage was converted to customers?  Email is an exceptional prospecting tool. It is low cost with potentially high return. Create a specific process designed to acquire prospects and convert them into customers. Measure it carefully so you have benchmarks for improvement. Set specific goals to insure that the marketing team's focus extends beyond the daily revenue stream.
  2. Retention—How well are you keeping customers coming back? Who is participating in your email program? Are they platinum customers with consistent purchase patterns of regular priced and discounted items? Are they discount customers who only buy sale items? (This type may be mislabeled if you only send discount emails.) Or, are they hit-&-run shoppers who subscribed with their first purchase but have never ordered again? Knowing the retention rates and customer types helps create a program that keeps customers coming back.
  3. Engagement—Direct marketers know that motivating people to do something increases the likelihood that they will make a purchase. This is why direct mail pieces have scratch-offs, peel and stick labels, and other devices designed to motivate people to act. Email is a tool that makes it easy for people to do much more than that. It has the option for the two way communication that builds relationships. Personal messages encourage people to respond emotionally and create connections between customer and company. Strong connections keep competitors from stealing customers.
  4. Lifespan—Email customers have a different lifespan from customers acquired or active via other channels. Knowing how people behave from first purchase to last provides information that can be used to fine-tune the email program. Monitoring this data helps identify trends. Watch for course changing events that shorten or lengthen individual lifespans so you can adjust marketing and service as needed.
  5. Comparable Values—Customers acquired via the same channel who have similar activity typically have comparable value in annual sales and profitability. A wide variance in comparable value provides an early warning system before the bottom line starts dropping. If you see value inconsistencies, look for causes that include marketing fatigue, service issues, increased competition, and niche saturation. 

The people who subscribe to your email program are like the ones who receive direct mail pieces or catalogs. They respond to the same triggers, so the tactics that work for direct mail work for electronic media too. Design a strategy that moves beyond sale flyers to build a loyal following. Creating an email marketing strategy designed to acquire prospects, convert them to customers, and keeps them coming back for more is simply good business guaranteed to generate a great return.

Sections:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: