Email Marketing Redefined: Driving Sales
- Review your existing campaigns. Make a list of what works, what doesn't and what's missing. Do you have an abandoned cart strategy? Are informational emails sent on a regular basis? When was the last time you changed your welcome email? Are products being introduced and highlighted?
- Outline your new strategy. Define and prioritize your corporate objectives for your email marketing. Using the review, identify opportunities to increase sales, reduce costs, improve loyalty and accomplish any other objectives. Rank the opportunities by how well they match corporate priorities. Document the results so you will have a path to follow.
- Test everything. Create an email or series of emails designed to fulfill a high priority objective. Select a segment of customers or prospects most likely to respond to your campaign. Define specific goals to be achieved before sending the first email. Send the emails, review the results and revise as needed. Repeat.
Expanding your email arsenal to include trigger, highlight and informational emails changes your strategy from one-off offers to integrated campaigns. It engages customers and prospects and makes them more responsive to all of your emails. Isn't it time to do this for your business?