The Marketing Magic of E-mail: Nine Ways to Make It Work For You
Marketing guru Chris Baggott, author of “Email Marketing by the Numbers” offers some insights to help you make the most of your e-mail marketing.
Stay out of the spam folder. The same things that make e-mail valuable to you also make it valuable to spammers. There is a lot of bad e-mail out there, and if your message gets lumped in with the trash, it will mean ruined constituent relationships for you. And you don’t have to sell questionable sexual enhancement products to be labeled a spammer. Even trustworthy organizations can abuse e-mail.
Get your recipients to act. One of the most glaring issues for e-mail marketers is dwindling engagement. For whatever reason, people who at one point opted-in by opening e-mails and purchasing through them have stopped engaging. To solve this problem, look at the four factors that influence an e-mail’s success—past behavior, relevancy, frequency and creative strength.
Build a killer database. To leverage the benefits of e-mail segmentation, you need a good database. And to build a good database, you need to understand what data is going to drive your business and e-mail marketing programs. There are three ways to collect e-mail addresses for your databases without alienating your constituents: online e-mail collection, offline (physical location e-mail collection), or B-to-B/networking/real-world registration.
Find the best recipients. When you have something relevant to say, you must say it to the right individuals. Segmentation is your answer. It’s one of the most effective ways to boost engagement and prevent list fatigue. It lets you identify individuals with similarities, allowing you to develop messages that are likely to be relevant to these select portions of your audience.
Find or create relevant content. Creating the right content for you all comes down to what works for your business and what will provide value to your constituents. Often the word content is synonymous with worry for marketers. There are budget fears, resource fears, and time constraint fears. The good news is there are several easy ways to create relevant content for your messages, and they won’t necessarily require more work. For example, you can use information from your Web site, utilize third-party content and tap into professional copywriters.