Tuesday, December 6th, 2016

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ClickZ: Do You Follow E-mail Marketing Profit Practices?

Email Marketing Do You Follow E-mail Marketing Profit Practices?

Source: ClickZ

By Simms Jenkins

In a recent tweet, EmailMarketingReports.com’s Mark Brownlow stated: “Wondering if ‘best practices’ were called ‘profit practices’ whether we’d be more likely to follow them. Words have power.”

He’s definitely on to something with that thought (among others). For many, the term “best practices” means old rules, processes, and methods to avoid if you are a risk taker or progressive thinker. Some let best practices restrict what they try to do (or even allow us to think further). And others use best practices to stay grounded and guide their e-mail marketing decisions. I have heard some C-level execs say they aren’t interested in best practices, and I don’t blame them – at least some of the time.

So let’s throw out the best practices rule book and look at seven “profit practices” any e-mail marketer should follow.

1. Transactional e-mails rule. Transactional e-mails are the easiest way to meet your customers where they are. If they’ve just abandoned their shopping cart or completed a form to receive additional information, they’re obviously interested in what you have to offer – why not immediately send them an e-mail to keep them coming back to your site or close the deal? According to “The Transactional Email Report” from Experian, transactional e-mails brought in revenues between about three and six times higher than bulk mailings from the same clients. If you’re not sending transactional e-mails, you’re missing a key profit opportunity.

2. Respect permission based on lifetime value of subscribers. If you know that an e-mail subscriber on your list will spend hundreds or thousands of dollars with your company based on e-mails they receive, respect the permission they gave you. Do not bombard them with e-mail or send irrelevant messages or you will risk losing that subscriber – and revenue stream he or she brings – forever. For the record, one recent study from Epsilon pegged the lifetime value of each e-mail address at $23.

Email Marketing Do You Follow E-mail Marketing Profit Practices?

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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