Pay Attention to Your E-mail Marketing: 3 Steps
1. Know your customer base. Utilize e-mail reporting tools and metrics to see exactly what customers are clicking on and responding to.
2. Harness the Power of Segmentation. Based on information provided by those reporting tools, drill down into your contact lists and create segments based on factors such as user behavior, geographic location and demographics. Content can be customized for each of these groups, resulting in more targeted, effective communications.
3. Grow and maintain healthy lists. Pay attention to tracking reports and monitor the deliverability history of individual contacts. If delivery issues arise, determine if a particular address needs to be reformatted, unsubscribed or deleted. Additionally, many companies continuously work with ISPs and other domains to ensure “whitelist” status.
Joe Colopy is co-founder and CEO of Bronto Software, an e-mail marketing software company. For more: www.bronto.com.