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

 

The Power Punch

Carolyn Goodman
Mistake or Clever Test?
Aug 29, 2014

As marketers, we know that consumers are accustomed to providing personal information in exchange for something free. As business-to-business marketers,...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



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...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Mobile-First Marketing

Greg Hoy
Why Contextual Advertising Is Still Hard
Aug 27, 2014

Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of...



Marketing Sustainably

Chet Dalzell
Should USPS Retrofit Facilities for E-commerce Fulfillment?
Aug 18, 2014

Three trends make me wonder if there's money to be found in U.S. Postal Service real estate. First, the Postal...



Reinventing Direct

Gary Hennerberg
10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...



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...



Making Social Sell

Jeff Molander
Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Aug 22, 2014

Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...



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....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
Aug 21, 2014

Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



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...



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...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....



Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
Aug 5, 2014

Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...



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)...



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...



Get Ready for 2013: Email Marketing Redefined

 

How much time do you spend thinking about your email marketing strategy? If you are like most marketers, juggling multiple channels in an ever changing marketplace doesn't leave much time for contemplating the whys and wherefores in any area.

Would you make the time if you knew that changing your email marketing strategy could make your job easier, increase revenue, and improve customer acquisition and retention? Email campaigns can do it all, but they have to be carefully planned and orchestrated to make the good things happen. The way people access information and connect with each other is changing rapidly. Your email marketing has to adapt or die.

The best strategy is multifaceted with specific processes that move people for one stage to another. It provides access to the content via the technology that fits your customers and prospects. The people who subscribe to your messages aren't always at their computers. Your content and how it is delivered has to adapt to their needs. 

The first step in creating a comprehensive strategy is defining the purpose of your email marketing. Do you want to acquire more customers? Sell more products and services? Keep customers happy? Reduce operating costs? Or, is it all of the above?

The four primary objectives for email campaigns are:

  • Customer Acquisition
  • Sales
  • Customer Retention
  • Service

Each objective requires a customized strategy designed to move people from original contact to completion. Everything varies from the point of origin forward. The messages that sell the latest products to seasoned customers are rarely as effective with prospects. Creating a specific process for each objective moves email marketing from generic blasts to targeted marketing that connects with people. There can be some crossover, but in general, every email sent needs a specific objective and clearly defined success metrics.  

Start the planning for 2013 by reviewing 2012. How many customers were acquired via emails? What percentage of sales is directly attributed to email campaigns? What percentage of sales was influenced by email marketing? How does customer retention for people who subscribe to your emails compare with those who don't? How do service metrics compare for subscribers versus non-subscribers? You have to know where you are before you plan the journey to your destination.

Next, look at the content of the emails sent in 2012. Does it match the information in your analysis? Are there exceptions? For example, if the majority of the emails were sales promotions, then a low customer acquisition rate and strong sales generation would be expected. If there are any exceptions, try to identify the elements that made people act.

The last part of the 2012 review is looking at segmentation and consistency. Was your list segmented so people received emails targeted by behavior, or did everyone on your list receive the same emails? How often did each group receive messages? Is there a pattern of response in relation to timing? Are all of the emails branded so your company is easily recognized?

The 2012 review provides a benchmarking foundation so you have a reference point for comparison. The review process often triggers ideas and awareness that can be used to maximize the return in 2013. Document your thoughts and any metrics readily available for future reference.

It is time to look forward to the New Year. What do you want to accomplish with your email marketing in 2013? The best strategies have a balanced approach to accomplishing the four primary objectives. They attract new customers, keep existing ones happy and generate revenue while reducing operating costs.

Identifying specific targets provides goals and accountability. How many customers do you want to acquire? What are your direct and indirect sales goals? How much should your retention rate increase? What effect do you expect on service levels and operating costs?

There are many questions to be answered in the process of creating a comprehensive email marketing strategy. The better the answers, the more likely your email program will succeed. Investing the time and resources required to do this right is guaranteed to generate a solid return on investment.

This post is the first in a series on developing a comprehensive email marketing strategy.

Sections:

COMMENTS

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