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