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There are many questions that must be answered way before the email delivery date. Some customers may respond to direct mail, others through social media, a website landing page or even email. If it’s been a while since you’ve sent an email campaign, here’s a how to get rid of the dust and cobwebs on your email machine in seven easy steps.
1. Why use email in your promotional mix?
Email has many different uses. It is used in project management, customer service, a delivery tool, and more. In a marketing and selling campaign it can be intended for lead generation, retention of clients, cross-selling, and even up-selling. Select one and match a list of contacts that are likely to respond.
2. Is goal setting important in email usage?
If you are a small business, goal setting is easy to develop but difficult to measure. If the communication is analyzed correctly, you are probably able to determine what the contact is looking for and what type of communication tool they prefer you use. Email service providers, such as Constant Contact, provide a lot of delivery data and even posts your email to your selected list of social media.
3. How many contacts do I need in my email list?
Quality over quantity! If the desired use of email is customer retention, that’s a relatively easy list to assemble. If the use is prospecting or lead generation, you need to capture permission or opt-in email addresses of all contacts you enter.
4. Where do I value content in email usage?
How many times have you heard that copy is king? Email is no different, but you need to place its value a lot higher. Your email must engage the reader and move them to respond to an offer, for more information, such as a free sample.
5. How do we not look like SPAM?
• Determine that your email is sent on a consistent schedule, such as monthly,
• the email message is effective for your organization goals,
• the information is timely and,
• the message is relevant for the contact receiving it.
6. What can we do to increase the number of opens and readability?
Who is the email from, creativity in the subject line, and the relevance of the message will help to increase the odds that the email is read. Most customers are wanting the right offer/content at the right time, or they will unsubscribe.
7. What type of ROI should we expect?
There are many variables associated with this question. If it’s customer retention, you should expect a better than your average return. In lead generation, it’s the offer and how precise the email was segmented. The data from the email provider, analysis of click’s and requests from the contacts, enable more developed concise messages as you move forward in the campaign.
Keep talking to your customers and respond to their needs. Listening is one of the greatest skills to hone with your marketing communications.