The forgotten art of email marketing
Posted by James_P, August 24 2011 at 10:12Top 10 tips for your e-Newsletter….. wait, don’t go anywhere. I’m only joking.
With the rise of social media, SEM and mobile, and an increasing need to reach customers with “Engaging content, in their space”, email has almost become a forgotten art. I say almost….
For all of the established and emerging digital communication channels the sophistication they bring and the flexibility they allow for, as a retention tool, for some brands there is nothing better than a well-structured and well executed email marketing programme for driving customer loyalty, repeat site visits and yes, increasing sales.
We could spend the next half an hour debating the merit of send times analysis, segmentation, and deliverability, which are all critical success factors in your email marketing programme, but what has always been the most important factor in any email communication programme is timeliness and relevance. It’s what we strive for with all of our digital marketing activities, regardless of channel. And when you get it right the impact can be significant.
A recent campaign for a client of ours looked to re-awaken a database that had been largely ignored over the last few months. Communications until recently had been sporadic with an extremely broad focus. By exploring the profile of the data, understanding the products they’d purchased and when they’d purchased them we we’re able to develop a timely and altogether more relevant communication programme. The result in month one, a whopping 1900% increase in sales directly from the email communication from the previous months send.
Now, search requires your customers to be looking, Social requires them to be logged in but if you get that timing right, and get the message spot on, nothing say’s ‘I really should buy that’ like a well-timed, well targeted, personalised email communication.
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