"Ten Steps to E-Mail Marketing Success
Jan 20, 2009 1:16 PM, By Arthur Middleton Hughes
With most e-mail marketers busy dispersing new promotional content, there is seldom time for considering the long view. Concentration on the here and now means that important issues, which can improve success and profits, are put aside for a later time – a time which may never arrive. In this highly competitive world of e-mail marketing, those with the most successful long-term strategies will have a higher boost to their bottom line. Here are 10 strategic issues that e-mail marketers should think seriously about as they face the future.
Acquiring more subscribers. The success of any e-mail marketing program is largely based on the size and composition of its audience. A strategy review of current methods can produce tactics that will boost profits derived from any e-mail marketing program. Examples of such tactics include: · Review of the position and wording of e-mail acquisition encouragement on the Web site and in transactional e-mails.
· Rewards and incentives for Web visitors and product purchasers.
· Rewards and incentives to employees for capturing visitor and customer e-mails.
· Appending e-mail addresses to offline buyer records, followed by opt-in e-mails.
· Sending postcards to undelivered subscribers – many of whom have changed e-mail addresses, but still want to hear from the client.
Reducing the level of unsubscribes. Subscriber's inboxes are overflowing as more and more e-mails are being sent, resulting in unsubscribes and undelivers from legitimate marketers. Some tactics that reduce the unsubscribe level are giving unsubscribers a choice in future frequency, or in classification of content. Many unsubscribers will be glad to tell you why they stopped the flow of correspondence. Such analysis can be used for developing corrective measures.
Improving the transactional e-mail process. Transactional messages have the highest open rate of any e-mail communication – far higher than promotional e-mails. For this reason they can be the most profitable communications if they include appropriate product offers below the fold. Shifting to HTML for transactional e-mails is often an internal political problem, since they often come from IT, the shipping department, or customer service, which are often not equipped to produce them. Marketers should study the situation in their company, estimate the costs and benefits of a change, and work to make the necessary improvements.
Sending triggered e-mails. Triggers are based on events related to particular subscribers: a birthday, the anniversary of a previous purchase, or the achievement of a purchasing level (Gold, Silver, Platinum, etc.). These e-mails are highly opened and read as their subject lines are targeted to the particular interest of the subscriber.
Testing. Testing can be used to experiment with different frequencies, particular messages for segments, the effectiveness of rewards and pricing, etc. In most cases, testing yields surprising results that beat the conventional wisdom, without disrupting the flow of revenue and profits, and help to improve the overall effectiveness of e-mail marketing. Boosting relevance. Relevance today is calculated on a numerical scale with values for segmentation, personalization, triggers, interactivity and lifecycle management. Many e-mail marketers have already calculated their own score, but still need to take action to make their e-mails more relevant in order to keep subscribers.
Using analytics. Some clients have hundreds of thousands of subscribers who never buy anything during a year, with only a few thousand who do all the buying. Yet, they continue to send identical e-mails to both groups. Buyers are not individually recognized, rewarded, or thanked to assure their continued loyalty. Analytics help in identifying buyers by status level, determine the cost and benefit of segmentation, the value of buyers who become lost through unsubscribes, and other programs for improving buyer retention.
Loyalty programs. Is it profitable and cost-effective to enroll subscribers in Internet-based loyalty programs? What benefits can be offered to loyalty program members? How much more will they open, click, and buy? How much less likely are they to unsubscribe? Each e-mail marketer has to think about these questions to see if a loyalty program would boost retention and revenue.
Building offline sales. Most e-mail marketing programs are measured based on online sales alone. However, e-mail often leads subscribers to visit offline stores or catalog desks buying far more of a client's products than they do through the Internet. How can these offline sales be measured, and attributed back to the e-mail marketing program? How can e-mail be structured to boost offline activity? Marketers have to find ways to measure the effectiveness of their e-mail on offline sales, and reorganize e-mails to focus on that aspect of revenue.
Determining the right frequency. When frequency of e-mail campaigns goes up, revenue often does also. Unfortunately, so do unsubscribes, undelivers and spam reporting. As a result, profits may go down. Marketers have to think about how they can design programs that permit increased frequency for many subscribers, without losing valuable buyers who may be turned off by what they consider to be too much e-mail. Arthur Middleton Hughes (ahughes@e-dialog.com) is senior strategist for e-Dialog.
Published in ChiefMarketer.com January 20, 2009"
This excellent article touts the success, or failure of email marketing, I contend that email marketing is a viable way to keep in close contact with customers, and or, clients. Email marketing should never be used in the spam mode, to just pitch your deal.
My personal and professional opinion is that a viable email marketing system to use is Veremail. Veremail is certainly a valuable tool within the Veretekk system that allows for great flexibility and functionality, and the all important aspect of keeping in constant contact with prospects.
Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing.
The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. As a consequence, database marketers also tend to be heavy users of data warehouses, because having a greater amount of data about customers increases the likelihood that a more accurate model can be built.
The "database" is usually name, address, and transaction history details from internal sales or delivery systems, or a bought-in compiled "list" from another organization, which has captured that information from its customers. Typical sources of compiled lists are charity donation forms, application forms for any free product or contest, product warranty cards, subscription forms, and credit application forms.
The communications generated by database marketing may be described as junk mail or spam, if it is unwanted by the addressee. Direct and database marketing organizations, on the other hand, argue that a targeted letter or e-mail to a customer, who wants to be contacted about offerings that may interest the customer, benefits both the customer and the marketer.
Some countries and some organizations insist that individuals are able to prevent entry to or delete their name and address details from database marketing lists.
Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing.
The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. As a consequence, database marketers also tend to be heavy users of data warehouses, because having a greater amount of data about customers increases the likelihood that a more accurate model can be built.
The "database" is usually name, address, and transaction history details from internal sales or delivery systems, or a bought-in compiled "list" from another organization, which has captured that information from its customers. Typical sources of compiled lists are charity donation forms, application forms for any free product or contest, product warranty cards, subscription forms, and credit application forms.
The communications generated by database marketing may be described as junk mail or spam, if it is unwanted by the addressee. Direct and database marketing organizations, on the other hand, argue that a targeted letter or e-mail to a customer, who wants to be contacted about offerings that may interest the customer, benefits both the customer and the marketer.
Some countries and some organizations insist that individuals are able to prevent entry to or delete their name and address details from database marketing lists.
Database marketing includes, but is not limited to, spam free marketing. Using marketing techniques approved by Google is the best way to market individual goods and services.
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IMPORTANT Read before
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When you decide to process your campaign, you have three steps:
Rules of Conduct
and Disclaimer:
To protect our system, affiliates and related individuals
in our databases, you may only use email addresses you control. Every time you
change your email address, the system will send a verification to that email
before it begins the submission process. Do not promote porn, hate or slam
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blacklisting. Please be aware that SPAM is illegal. Do not do it. We prosecute
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Online Marketing
Help.
We have eliminated the need to SPAM and have built a legitimate
verified marketing and email system. All emails sent out from this system is
clean, verified and compliant. Inetekk technologies provides full turnkey
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are found in your Control Panel with detailed information on every aspect.
WARNING:
Blastomatic submits to outside systems
we have no control over. This means the email address you are using may be
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originally developed this service in 1995 to submit ads to guestbooks on a mass
scale until it was quickly retooled to submit to FFA sites later that year when
the FFA arrived on the scene from Matt Wright.
Back then, it was called "The Hammer" and is credited with being THE first FFA submission tool. Veretekk then built the first FFA farm which eventually developed into a hybrid FFA system with email capture and sequential emailing capabilities. With other new companies like FFANet following Intetekk's lead, the whole FFA frenzy took off and today the Internet has been permanently impacted by those small events from a couple of entrepreneurial engineers in a garage in San Diego which was later to become Veretekk.
As Veretekk continued development on the Hammer making it more powerful each time (Adding search engine and classified submission), the concept of making a free lite version for paying subscribers to be able to give away started to make perfect sense. This was the birth of the Traffic Portal ideology, with Blastomatic being the first of the generation. Many generations preceded this one and many more will follow.
The primary function of the Traffic Portal is focused on the benefit of our visitor to profit from their first and subsequent visit to our subscriber's systems. Therefore benefiting our subscriber by delivering a viable intuitive mechanism that enhances and facilitates an accelerated method to build huge spheres of influence. Visitors go away with a positive experience only to return again and again as the relationship grows into a friendship.
Now, how well would you prosper if you had 100 entrepreneurial friends? How about 1,000? How about 10,000? Thus, the first Traffic Portal concept and the beginning of Veretekk's portfolio of a powerful new lead generation system was born. The ability to build a large, valuable, intuitive database of friends on a global scale made available to the common person.
We have given this Lite version to you so you may experience the full possibilities Veretekk has to offer. If you decide to upgrade, access to doing so can be found above with the link VERETEKK. Thanks for subscribing. We love our customers and hope you find this and other services a great benefit to your quest to succeed in this brave new world called the Internet.
Sincerely,
Mike Darling, President
and
Thomas R. Prendergast, CEO
Veretekk.com. Processing a
Campaign:
IMPORTANT Read before
proceeding!
When you decide to process your campaign, you have three steps:
Rules of Conduct
and Disclaimer:
To protect our system, affiliates and related individuals
in our databases, you may only use email addresses you control. Every time you
change your email address, the system will send a verification to that email
before it begins the submission process. Do not promote porn, hate or slam
sites. To do so will be cause for immediate termination, lawsuit and
blacklisting. Please be aware that SPAM is illegal. Do not do it. We prosecute
Spam offenders.
Online Marketing
Help.
We have eliminated the need to SPAM and have built a legitimate
verified marketing and email system. All emails sent out from this system is
clean, verified and compliant. Inetekk technologies provides full turnkey
solutions. From traffic to leads to prospects to customers. All of our services
are found in your Control Panel with detailed information on every aspect.
WARNING:
Blastomatic submits to outside systems
we have no control over. This means the email address you are using may be
harvested and resold possibly causing your email address to receive unsolicited
commercial email. We suggest you use a throw away email address to do this. Or
get an auto responder to use to reverse market.
Signup for Your Blastomatic System Here: http://butchhamilton.blastomatic.com
So, how do I use Blastomatic and Veretekk to Promote My Businesses on Google? Read on! http://postfreeclassifiedads.aboutleads.net
http://igsdt.com/ Get IT?
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