Email Expert – Stepping up your email strategy
By: Email Expert
Email is a great channel, it continues to thrive, delivering significant revenue and measurable ROI. Indeed for many companies it’s business critical. If the emails stopped, revenue would stop and within days.
Peter Drucker said that adequacy is the enemy of excellence, this can be so true of email. Many email programmes are performing adequately and keeping the CEO and CFO happy so they are not pushed to do better. This post is the starting point to get strategic with email marketing and help get more revenue.
The starting point is two sides of the same coin, the marketing objectives and the email value proposition.
The marketing objectives are all about you and what you need to achieve. All good strategies start with clarity of objectives. Nobody has ever reached a destination if they didn’t first know what destination they wanted to reach.
The ultimate goal of any marketing programme is to gain more business. This can be split into the three main areas:
- Increase number of customers
- Reduce cost of acquiring customers
- Increase spend of each customer
- Increase customer lifetime
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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