Direct Marketing News – Optimize email marketing for campaigns
By: Direct Marketing News
Email marketing enables marketers to deliver custom messages directly to an in-box that many consumers check multiple times a day. Best of all, consumers have opted into most email databases, meaning they’ve already expressed interest in receiving communications from that brand. However, client-side marketers are always looking to improve their use of email to better target consumers through precision timing, more compelling subject lines and better personalization.
Our three Plug-ins contributors this month offer marketers advice on ways to improve email marketing campaigns through relevant testing processes, as well as how to develop content and design to make messages more appealing. In addition, our columnists offer advice on how to attract consumers through welcome messages, how to create effective shopping cart-abandonment or repurchasing campaigns, and how to improve data accuracy.
Sam Cece, CEO, StrongMail
Email marketing remains one of the most cost effective marketing channels with an exceptional ROI, but serious marketers need to begin thinking beyond batch-and-blast campaigns and embrace the revenue-generating potential of life cycle marketing. Before you stop reading because “life cycle marketing” seems too complicated or daunting, let me lay out some of the reasons why these programs are within reach and can provide a significant boost to conversion rates.
Even the best segmentation and targeting of batch campaigns can’t match the effectiveness of reaching a consumer with the right message at exactly the right time, and that’s exactly what is enabled by life cycle email marketing. By triggering a relevant message based on a customer’s activity on your website or at a critical time in their relationship with your brand, you are able to reach him at the right time instead of one dictated by your email marketing calendar.
According to Gartner, marketers can expect a 600% lift in performance by migrating from traditional outbound tactics to event-triggered communications. Brands including InterContinental Hotels Group, Zappos, Travelocityand FootSmart are already seeing anywhere between 2X and 15X increases in performance by embracing life cycle marketing techniques.
Triggered messages do require integration, but you can start small. With a straightforward integration with your Web analytics or e-commerce system, you can start driving conversions with effective welcome programs, first-purchase incentives or carefully crafted cart-abandonment programs. The beauty of such programs is that once they’re set up, they run in an automated fashion. The marketing commitment is reduced to periodic testing and refreshing of copy or creative.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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