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To ensure you don't miss your Inside Edge, add
jeff@wsiconversionmatters.com to your address book now. | In this edition: Lead Your Horse to Water with Email Marketing - But can you make it drink? | | ||||||||
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Lead Your Horse to Water with Email Marketing...But can you make it drink?Greetings! Welcome to the latest edition of the Inside Edge--your monthly report on Internet trends and advancements that can turn your business into a more profitable e-Business. Now, more than ever before, individuals and organizations perceive the value of email marketing as a low-cost method of reaching out to potential customers. In this edition, we throw light on some best practices to ensure that your email campaigns are targeted, effective and measurable as well. After all, leading the horse to water is never quite enough, is it? It’s getting it to drink that matters! What email marketing techniques and best practices can you adopt to influence positive decision making in your target audience? Read on to find out ...
Rather than a broadcast or mass marketing medium that it is often misunderstood and underutilized as, Internet marketing experts are now propagating the use of appropriate technologies to communicate focused email messages to specific audiences. Segmentation and behavioral targeting are the recommended methods in order to yield optimum email results. According to MarketingSherpa and Marketing Experiments, leading research firms specializing in Internet marketing, the key principles of Email Optimization are: eme = rv (of + i) – (f + a) Wherein Going by this best practice formula, the 3 primary factors in the effectiveness of an email are:
As a business owner, it is critical for you to understand the attitudes of different consumer groups that form your target audience. All of the above factors influencing email marketing success are dependent on consumer attitudes. These attitudes are also what determine why the same email may be considered spam by some and legitimate by others. As Stefan Tornquist, Research Director, MarketingSherpa says, "Spam is in the eye of the beholder. So is reputation". The results of a survey by Forrester Research show that only 30% of those aged 18 to 34 think "e-mail offers are a great way to find out about new products or promotions". By contrast, 48% of those 35 to 54 agree with that statement. People comfortable with technology are most likely to welcome and be swayed by commercial e-mails. In their case, 72% often buy things advertised to them through e-mail. Stats... Being relevant to a consumer is hugely a question of timing, as motivations, attitudes, needs and desires, all change. Securing an ongoing relationship by gathering information about an email recipient at various stages can help you remain relevant. The majority of retailers take the "getting to know you process" slowly by requiring only an e-mail address when consumers sign up for a newsletter. Although one of the oldest tools in email marketing, newsletters, not surprisingly, still work! See these statistics from a Benchmark Study commissioned by the US Direct Marketing Association and the Email Experience Council in 2007. As a small business owner how are you leveraging email marketing to grow your business? Contact your WSI Consultant today to learn more about our affordable email marketing solutions and proven Internet Marketing strategies which will help you effectively communicate and measure the success of your e-business.
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