By EmailGarage on 3 May 2012 in
Email Marketing, Tips, Targeting
With a ROI of about 30 euros per 1 euro invested, email marketing continues to be one of the most profitable online channels. The possibility to segment and deliver according to interests and click through behavior allows marketers to nail the right message to the right person at exactly the right moment.
However, just as in general marketing it’s crucial to fine-tune your campaigns continuously. Even though your opened rates are going through the roof, it could be that you are not pulling the right strings to make your reader click the “buy this product“ button. A way to tackle this is to add an extra element to your campaigns.
Here are 4 ways to make this work
Create a sense of urgency by using a limited offer in time, or limit the number of products available for purchase at an interesting price. This way you’ll give your customer a reason less to doubt whether or not to make the purchase.
Offer an exclusive deal only valid for registered customers. This way you’ll encourage readers to find out what the deal is about and also build on a long-term relationship.
Use referrals from other satisfied clients. Customers trust peer recommendations more than slogans or overblown commercial language. Tip: Make multiple recommendations according to different socio-demographic targets. You’ll be able to show the recommendation of a person which is in the same category as a specific group of readers.
4. Top topical
Try working with top topicals (events, news items, holidays, …). This will make it easier to engage your reader. And if it’s done well, it can have a strong viral effect.
Conclusion: Try out different techniques to get the most out of your email marketing efforts.