Ten-Step Program for Improving E-mail Performance

Consumer insights on relevant email

Even with the growth of social media, e-mail continues to be an important medium for B2B and B2C marketers.

There are many sophisticated applications on the market that are easy to use.

These applications also provide a lot of data to help you refine and improve your e-mail marketing efforts.

Ultimately effective e-mail is about delivering the right message to the right person at the right time.

Following is a 10-step plan for improving the performance of your e-mail campaigns:

  1. Create an overall marketing plan.  Today more than ever, it is critical for all media channels through which you are reaching customers and prospects are integrated and delivering a consistent message.
  2. Build your ROI case.  Identify key performance indicators and monitor performance.
  3. Use e-mail and web analytics to support integrated and automated marketing efforts.
  4. Identify other sources of leads that you can pursue with a custom message (e.g., abandoned shopping carts, trade show attendees).
  5. Identify your essential selling points and ensure their integration in all communications.
  6. Work with your IT group to ensure you are aware of any issues that may prevent success or lead to dissatisfied customers or prospects.
  7. Develop creative that garners attention — again have a consistent look across all media.
  8. Test data and monitor queries to know what works, what doesn’t and how you can improve the effectiveness of your efforts.
  9. Launch your test campaign and monitor performance.  Start small, you’re better off with more frequent launches with fewer changes so you able to determine the importance of each element.
  10. Identify what works and what doesn’t, working to improve each execution.

What are you doing to improving the performance of your e-mail marketing?


About Insights From Analytics

Integrated marketing professional who generates insights from analytics to increase revenue. Daily blog now resides at www.insightsfromanalytics.com/blog.
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