Instead of just throwing out a bunch of stuff that customers may or may not be interested in,” said Marcia Wilson, CEO of Daffy’s, “we target and focus on their particular likes and interests.”
Most marketers invest a lot of time in creating appealing e-mails, but forget to listen to the feedback given by their readers.
Email marketers often shy away from behavioral targeted campaigns, because it’s a challenging task. However, while it may take some initial work to get going, the reward is well worth the effort. It will also give you an edge over your competitors. If it was easy to do, everyone would be doing it, wouldn’t they? For starters, focus on email metrics such as opens or clicks and remarket to them. Remarketing on click-throughs is easier when you categorize links and key off those categories when including content blocks.
A practical issue, sometimes forgotten, deals with generated traffic and bandwidth. As a marketer you want to generate traffic to your website with a clear call to action in your campaign. Of course you’ll have to bear in mind that generated traffic has to be dealt with by the server on which your website has been hosted and running. So make sure that (your providers) bandwidth is large enough to deal with the traffic generated by the mailings.
When wondering how often you should send emails, keep in mind that each audience and segment is different and should be treated accordingly. The only way to know the answer to this question is to test. Some high-end retailers can send daily, while others with less cult-like following could see a spike in unsubscribe rates if they began sending weekly. Whether the intent is to sell or inform, every email should include valuable content. If the content is relevant and valuable, frequency becomes secondary.
Lots of emails are sent to generate traffic to websites. Promotional emails link to product pages, newsletters link to extensive articles, etc. This makes links in emails extremely valuable.
A bookmark is a link in one section of an email that links to another section of that same email. For instance, you’re likely to see these bookmarks in a table of contents at the top of the email.
You may provide the greatest product in the world with the best service in the industry, but if it doesn't work for the customer, they are not going to be happy. After all, customer success is what customer satisfaction is built upon.
The worldwide use of mobile internet is spreading like a wildfire. However reading email on mobile phones isn’t always that easy. That’s an issue you’d best keep in mind when drawing out your email campaigns.
On June 9 the first Belgian email marketing benchmarks will be revealed.
As from the 1st of July there is a new opt-in legislation regarding B2B communication.Gone are the days that companies could approach each other via generic email addresses (e.g. info@) to promote product or services.From now on electronic B2B communication will have the same restrictions as B2C communication.
One thing’s for sure: a readable URL reinforces branding. Keep dashes, slashes and numbers out of URLs whenever possible. It helps improve your visitors’ recognition that the landing page is related to the product or company it represents. Needless to say this adds to the trustworthiness of the content it contains.
A single email can make or break a valuable customer relationship.
We start this tip with an essential statement in email marketing: your first email will affect how they think about you and your brand or company. It can even determine whether they'll continue to do business with you.
Today EmailGarage is proud to be a part of the Relationship Marketing Congress, organised by Stichting Marketing. This yearly congress is all about relevant marketing cases and presentations that touched the audience or built a unique conversation.