|
In a world that’s constantly seeking more efficient ways to reach people, it was only a matter of time before direct marketing entered the digital domain. Today, over 94% of marketers rely upon email to communicate with consumers.* However, this powerful, cost-efficient direct-marketing tool is not being used to its full potential by the vast majority of the marketing world. Here’s why. Simply generating and distributing a mass email campaign isn’t enough. Anyone can do that. But not everyone can create an effective piece of communication that generates a response, has a measurable result or leads to a positive ROI—all of which are important in economically challenging times. Gone are the days when emails were a novelty. Marketers can’t afford a one-size-fits-all methodology. Email marketing needs to be approached in a pragmatic, results-guaranteed way that’s been proven time and again. Take Rauxa’s Five-Step Program, for example. Here’s how it works:
One. Figure out your campaign objective. What‘s the goal? Acquire new customers? Increase brand loyalty? Improve customer retention? Capture information? What is your desired conversion rate? What do you want to test? Decide whether to integrate your email campaign with traditional direct mail to increase response. Two. Identify your audience. Ask yourself, who will have the biggest impact on the outcome of your campaign? Know what type of offers your target market would like to receive. Your message will be more focused and effective when you understand the target. Three. Develop a compelling creative package. Is the offer relevant and unique? Are the mechanics of the offer simple? Does it include a strong call to action that makes it easy to respond? Will it motivate them to act? Generate a message that will not only stand out but drive conversions. Make sure the message is clear, relevant and personal. Create a layout that is clean and clear of clutter. Use short blocks of texts and bullet points making it easier for the reader to scan. Use images sparingly—the longer they take to download, the greater the risk of losing your audience. Four. Set up tests to learn which messages will drive the most responses, then adjust. After all, the biggest benefit of email marketing is the ability to quickly and inexpensively test and then optimize offers. Maintain a control message, then test the basics. Try altering your subject line first. Personalize it. Then test your offer. Do free trials work better than discounts? Also, test formatting to make sure it works with various email software programs. Five. Scrutinize your database and crunch the numbers. Target specific audiences with relevant messages and test multiple data sources. Continually refine the quality of your prospect list, scrubbing for invalid email addresses, and most importantly, unsubscribe requests. Quality not quantity is key. Remember, analytics and measurements are integral to understanding the impact of your email program. Review visit trends, conversions, bounce and open rates, click-throughs. These analytics will guide future email campaigns toward ever-increasing success.
It sounds simple. Yet when a campaign fails to meet your goals, it’s invariably because one or more of these steps have been missed. If you’d like to know more, feel free to call Terry Powell at Rauxa Direct at 415.541.9489 ext. 105, or send him an email at tpowell@rauxa.com.
* Source: Forrester Research, March 2007 Matt McCullough, Interactive Services Director Matt oversees the development and execution of all interactive marketing for Rauxa, keeping clients on the forefront of interactive marketing strategies. With over 10 years of experience developing innovative online programs for leading companies in various industries, Matt brings a wealth of knowledge in the interactive realm and helps clients take their interactive campaigns to the next level. |
Featured Agency:
|
|||
Why
are you receiving this? SFAdvertising.com has a record of you
being a member of the San Francisco advertising community. If
you'd like to not receive these, follow the instructions below.
Thank you. |
||||
