It's easy to overlook traditional email over more expensive interactive channels like paid signage and social networking. With the appropriate level of attention and integration, this reliable and inexpensive workhorse can be your secret weapon to improve the performance of acquisition and retention of all your campaigns.
Email is at the heart of the customer relationship. This is the first piece of information captured on the client. Often used as a user ID and customer ID, the email address is the most reliable two-way connection with a customer.
Email is also available. According to a OneSpot report dated June 19459004, US marketers said that email was attributed to 21% of total revenue in Q2 2017, up 17% from the previous year. last year. EMarketer's e-mail marketing Benchmark set the median return on email marketing at 122%, four times higher than any other digital marketing channel.
Improvements are possible. As the recent Demand Metrics / Return Path survey suggests, less than half of those polled see an improvement in email performance. EConsultancy's e-mail marketing survey 2018 agrees, and its main conclusion is that e-mail remains the most effective marketing channel, although fewer marketers report exceptional performance
So, why are they so poorly capitalized? Because it's missing a global strategy.
Many marketing teams assign talent and focus to the channel's budget rather than its impact. When this happens, there is a tendency to create brand and media strategies with email after the fact, rather than a central element. These companies miss the opportunity for their email to connect the dots between channels and compose a personal narrative with a convincing call for action to close the deal.
Here are four steps with specific actions you can take to improve your messaging. marketing performance.
Companies miss the opportunity for their email to connect the dots between chains and combine a personal narrative with a compelling appeal to actions aimed at closing the deal.
Master the Numbers
Learn about key performance indicators: sent, returned, received, opened, converted, unsubscribed, deleted. Spend some time figuring out where you stand on each of these steps and "leaks" from one step to the next.
Include a key performance indicator dashboard in regular marketing meetings. Next, identify targets and strategies for improving important areas, including simple modifications such as topics, timing, and frequency.
Earn your access
Do not get me wrong on the access criteria – excessive amounts of emails with low content value is a sure way to unsubscribe. Beyond active unsubscriptions, messaging service providers (ESPs) such as Gmail passively manage your access to their subscribers with the help of a sender relationship score. A few consecutive negative-scoring e-mail bombs can cause Gmail to throttle up to 90% of your mailings, temporarily disabling communications with nearly 40% of your total subscribers.
Adopt this option. Embrace the GDPR, canned spam, TCPA and other regulations as minimum standards to earn and retain the interest of a subscriber.
Do not forget either that less is more. Try to remove 25% of your current email campaigns by eliminating redundancies or reducing the frequency of mailing. You can also set a maximum number of emails per day / week / month with a escalation process of exceptions.
Finally, you give to get. Rearrange the remaining emails with a strategy of giving in the form of information, entertainment, access and discounts.
Join the Strategy
Although most e-mail campaigns focus on short-term goals, there is a huge business opportunity to improve their long-term relationships through multi-step campaigns. For example, a for-profit university used an e-mail survey to capture the personal motivations of graduating from all of its new inquiries. This one-two approach simplifies the information request (RFI) while capturing personal information on value points in a prospect's purchase decision. This information can then be used to prioritize values to highlight in a custom story that improves messaging performance across all channels.
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