E-mail Marketing


E-mail Marketing

E-mail marketing campaigns can be integral parts of any organization's marketing strategy. That's because e-mail marketing can be a powerful tool for differentiating a brand , driving targeted traffic to a website, and increasing sales. In addition, one of the gratest benefits of an e-mail markeing campaign is that online reporting tools make measuring results easy and data is available nearly instantaneously after lauching a campaign.

The keys to success are the relevancy of the content provided to the target audience as well as the quality and segmentation of the sender's e-amil list. Orgainizations that pay attention to these critical points will increase the probability of accomplishing their goals.

This article contains practical tips that you can use to develop and implementan e-mail marketing strategy.

Developing Your E-mail Marketing Strategy

Who is your audience ? What is your message ? How often will you lauch a campaign ? Develop a clear strategy that answers these questions while remaining consistent with your overall marketing strategy, Consider the following four components when developing your e-mail marketing strategy:

SET REALISTIC GOALS

What specific, tangible benefits do you want your e-mail marketing campaign to help your organization achieve ? Some examples might include:

  • Increase sales leads from A to B.
  • Increase productor service sales from A to B.
  • Enhance customer relationships by increasing the number of times that your organization connects with customers from A to B.
  • Differentiate your brand by providing customers with exepert advice they can apply to their business.

Drive Traffic to a Specific Content Section With in Your Website

Analyze and Segment your E-mail List

Get to know your customers and determine what topics grab their attention. Then segment your e-mail list in to smaller lists based on the identified commonalities. Remember to update e-mail addresses that have changed.

Develop Relevant Content Based on your Segmentation

A segmented e-mail list gives you the freedom to develop customized content, increasing the odds that your audience will respond.Provide your audience with content that is interesting to them. Highlight product and sevice features that are highly relevant to your audience and unique from your competitors. These types of features are called drivers.

Providing relevant contental so reduces the risk that your audience would consider your e-mail marketing campaigns to be distractions, or even worse, spam.

Measure your Results

Most leading e-mail marketing distribution tools provide real-time data as part of their package. the AVS Group uses Constant Contact for our campaigns.For a broader view of your Web site's performance, webtrends is a leading web analytics tool that generates detailed traffic statistics.

Differentiating Your Brand

Can e-mail marketing be useful in differentiating a brand ? Absolutly, and here's how.

FOCUS ON DRIVERS

Earlier we recommended highlighting the features of your products and services that are highly relevant to customers and unique from competitors. These features are called drivers. Drivers are any organization's true points of differentiation. Drivers are so powerful, they actula drive customer choice towards one brand versus another. your e-mail marketing campaign should communicate your drivers.

SHARE YOUR EXPERTISE

Share your organization's knowledge with your e-mail list. Offer recommendations based on your experience. Write papers based on your organization's research. Comment on insdustry or market place trends. Sharing your expertise makes your brand different - youe are not communicating the same message as competitors.

BRAND CONSISTENCY

Your team has invested time and effort toward developing your organization's logo, tagline, graphic standards, and over all brand identity.To protect this invesment , create an e-mail template that can be used for all of your e-mail marketing campaigns. your audience will receive a professional looking message that is consistent with the positive attributes that your brand identity represents. For each issue, you simply update the content.

TIMING CONSISTENCY

Set specific intervals to distribute your e-mail marketing : weekly, monthly, quaterly, etc. and stick to them. It takes a commitment to consistently develop and distribute relevant e-mail marketing campaigns.Remaining consistent will provide you organization with differentiation from all of the organizations marketing themselves inconsistently.

Driving Targeted Traffic to a Website.

E-mail marketing is a proven method for driving site traffic. In fact, experiencing traffic increases of 100 percent or more on days that an e-mail marketing campaign is launched is realistic.

Targeted e-amil marketing campaigns can also deliver impressive open and click-through rates.For example , 50 percent of the recipients of an e-news letter may open the e-mail and 30 percent of those people may click into the web site to learn more.

Why are these numbers so high ? The sender privided relevant content to people who already knew of the organization.The recipients may not have been very familier with the organization, or even current customers. However, they atleast gave the organization their e-mail address.

Use Teaser Content to Trigger Interest

Do not provide all of the information within your e-mail marketing message. Support the content in you e-amil marketing campaign with more content on your Website. Encourage people to click and learn more.

Intuitive Design

Drive traffic by using a layout and design for your e-mails that is intuitive. Are the links east to locate? Is the navigation and overall layout and design simple? Is the content easy to read?

Use references to build credibility.People generally do business with organizations they trust. Highlight your work,press releases, or case studies to serveas evidence of your achievments. Your audience may be more apt to click in to your web site if they perceive your message to be credible.

Increase Sales

We have witnessed e-mail marketing campaigns that have generated online sales with in minutes after being sent. These campaigns created a sense of urgency and promoted relevant products.How ever, if online transactions are not a good fit for your organization, consider using e-mail marketing to generate sales leads.

CREATE A SENCE OF URGENCY

With a segmented list, you will be able to create special offers based on what will appeal to each segmnet. For one segmnet, you might offer free shipping. For another segmnet , you might offer a discount. Get it right, and you could experience sales increases of 100 percent on the days that e-mail marketing was used.

PROMOTE RELEVANT PRODUCTS

Because your list is segmented, you have the opportunity to feature the most relevant products. Create multiple campaigns based on the product preferences of each segment within your overall list.

GENERATE LEADS

Encourage your audience to go online and fill out a contact formor upload a request for proposal to you. For example, we receive requests for proposal from customers and prospects visiting AVSGroup.com. To help facilitate this process, we added a Discuss Project form making it easier to connect with our team.

In closing, any organization can be successful with e-mail marketing campaigns by implementing the right strategy. Developing an email marketing strategy will lay the ground work to reach your goals. E-mail marketing can be a powerful marketing and brand-building tool for your oraganization

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