Email Marketing Strategies
New tools for targeting specific customer segments and
the ability to measure these results instantly have set
a new precedent for email marketing. 62% of all email
today is spam (source: BrightMail). Attempting to reach
the masses with a single email message is no longer effective.
In order to stand out marketers need to drive their email
campaigns with targeted consumer-relevant content.
Making Successful Email Campaigns
Obtain Permission
Inundated with thousands of marketing messages a
day; consumers have learned to block most of the
messages that come their way. The new wave in marketing
is based on user permission. Does the customer want
to receive news and special offers from my company?
Let them decide. Give your customer the option to
participate in your email list. Then reap the rewards
of high response rates.
Be Relevant
The more relevant an email message is to a customer,
the more likely that customer will read the email
and ultimately make a purchase. The first step in
developing relevancy is to ask. What would you like
to see in this email? What type of offers would
you like to get? Surveys are a great way to gain
insight to your consumers' preferences.
Once relevancy is determined dynamic content tools
provide a fast and easy solution to delivering targeted
emails based on a customer's attributes and preferences.
They facilitate the generation of content based
on the consumers' defined preferences. Once your
campaign is launched the results can be analyzed
to learn even more about your consumers' preferences.
Personalize Your Campaign
Whenever possible and appropriate personalize your
email campaigns. In a study conducted by ChoiceStream,
80% of consumers interviewed said they were interested
in receiving personalized content and 64% said they
would share personal information with a company
in order to receive such content. Simple customization
can be achieved by taking into consideration geographic
location, age, gender, or even a person's name.
The result will be higher response rates and improved
customer loyalty.
