How to Get Your Customers to Appreciate You
For subscribers not on your list, include an email sign-up box on every page of your website that links back to a central subscriber registration center. Ensure there's a strong call to action for signing up, rather than having it buried at the bottom of site pages. If customers are browsing your site and finding products they're interested in purchasing, they'll be more inclined to sign up for your email program if they don’t have to go looking for your registration page.
3. Pay attention to frequency preferences. As consumers continue to receive more email than ever before, preference capture has never been so important. It's no longer just about what products, services and types of email messages consumers would like to receive.
To reach the new level of relevance, pay attention to the frequency preferences of your subscribers. If they know when, how and why you're emailing them, they'll be more likely to engage with your marketing messages.
Be transparent at registration by setting subscriber expectations for certain types of campaigns. If subscribers sign up for your newsletter, let them know they'll receive it once a month. Then, continue to monitor subscriber engagement and alter the frequency of campaigns based on this behavioral information.
Consumers’ appetites for marketing email messages remains high. The increase in message volume underscores the need for you to adopt preference capture tactics that will improve message relevance and cut through the inbox clutter.
In part two of this article, which will be published in the Aug. 5 edition of All About eMail, I'll discuss how you can start optimizing the preference data discussed here by aggregating behavioral data to create a blended mix of preferences.
Andrea Orvis is the group director of strategic services at e-Dialog, a Burlington, Mass.-based provider of email marketing solutions. Reach Andrea at email@example.com.