Reggie Brady Marketing Solutions
Here's a look at how Gmail—and changes this ISP has introduced during the past year and a half—affects marketers.
Have you measured your email list churn rate recently? You don't want a leaky bucket with more leaving than joining. Check this twice a year. A growing list of recipients provides you with boundless opportunities. Having a strong and vibrant list of email sign-ups is a lifeline for any marketer. The more people on your list, the more chance to market effectively to them. We'll focus on tactics to make sure your pipeline is growing and not stagnant.
You've seen the reports that email has the ROI of any digital or offline channel. Looking forward, in 2016 the Direct Marketing Association projects this ROI by channel: Email—$35.02; Search—$23.62; Social—$13.43; Direct Mail—$12.57; and Mobile—$12.45.So, don't think about email as dead. Think about email as a vibrant communications vehicle.
One of the frequently asked questions about email marketing is "How often should I mail?" Unfortunately, there is no silver bullet. The answer will depend on how robust your email program is, your email preference center, how diligent you are as a marketer, etc. So to begin, let's explore the cons and the pros of frequency.
Automated, triggered, sequential email campaigns can significantly increase the response and ROI of your email marketing.
Segmented, targeted emails can improve results up to nine times, according to Jupiter Research. As a marketer, you want to be more relevant to your customers, and segmentation should allow you to speak more directly to them, make them feel unique and enhance relevance. For marketers who are seeing stagnant or declining results, segmentation will definitely help. If you don't have a segmentation strategy, you're leaving money on the table. Let's look at five approaches to segmentation.