Get Ready for 2013: Email Marketing Redefined
Start the planning for 2013 by reviewing 2012. How many customers were acquired via emails? What percentage of sales is directly attributed to email campaigns? What percentage of sales was influenced by email marketing? How does customer retention for people who subscribe to your emails compare with those who don't? How do service metrics compare for subscribers versus non-subscribers? You have to know where you are before you plan the journey to your destination.
Next, look at the content of the emails sent in 2012. Does it match the information in your analysis? Are there exceptions? For example, if the majority of the emails were sales promotions, then a low customer acquisition rate and strong sales generation would be expected. If there are any exceptions, try to identify the elements that made people act.
The last part of the 2012 review is looking at segmentation and consistency. Was your list segmented so people received emails targeted by behavior, or did everyone on your list receive the same emails? How often did each group receive messages? Is there a pattern of response in relation to timing? Are all of the emails branded so your company is easily recognized?
The 2012 review provides a benchmarking foundation so you have a reference point for comparison. The review process often triggers ideas and awareness that can be used to maximize the return in 2013. Document your thoughts and any metrics readily available for future reference.
It is time to look forward to the New Year. What do you want to accomplish with your email marketing in 2013? The best strategies have a balanced approach to accomplishing the four primary objectives. They attract new customers, keep existing ones happy and generate revenue while reducing operating costs.
Identifying specific targets provides goals and accountability. How many customers do you want to acquire? What are your direct and indirect sales goals? How much should your retention rate increase? What effect do you expect on service levels and operating costs?