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Innovative Email: Concentrate on engagement, and conversion will look after itself


Innovative Email: Concentrate on engagement, and conversion will look after itself


Email Marketing : Concentrate on engagement, and conversion will look after itself

Email Marketing : Concentrate on engagement, and conversion will look after itself

Source: Innovative Email

by Philip Storey

I’m frequently asked what I think the most important metric is in email marketing. More often than not, the answer to this is ‘conversion’. But it doesn’t have to be, and I’ll tell you why…

If you can develop meaningful relationships with your prospects and customers by offering up relevant and timely content, then conversion will look after itself. The problem is, most brands out there today are still doing little to no segmentation, many are not doing any behavioral analysis, and a lot of email marketers I speak to are still sending emails on a day that is convenient to them, rather than their prospects and customers.

Many email marketers are too caught up with digging out offers to ‘tempt’ more prospects into purchasing/signing up/registering instead of devising personalised, relevant and timely content to create a great experience. You don’t need to give away some of your precious bottom-line to increase conversion rates – just make sure that your emails are customer-centric rather than commercially-centric.

Email Marketing : Concentrate on engagement, and conversion will look after itself

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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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