It's the beginning of a new year, and for many marketers, this is the time to re-think and get underway with well planned campaign strategies. Social media, landing page optimization, web analytics, and the list goes on and on, reading like a new year's resolution of sorts.
The question is: is email marketing still part of your new year strategy Considering budget constraints, the past year's performance results, customer feedback, and the like, is e-mail still one of the "in" things this year
According to trend analysts, the answer is still a resounding yes.
E-mail marketers are still an eager bunch, willing to maintain and even increase their e-mail campaign budgets this year. Actually, e-mail campaigns have been very successful last year in yielding revenue generating results. What's more, e-mail marketers do become even wiser by their hands-on experience. The new campaigns of this year can be tweaked to generate more and even better results.
Here's the thought process behind why email marketing is still very relevant:
1. Last year saw email marketing as effectively increasing customer loyalty despite the economic crunch.
2. E-mail marketers racked up decent revenue for their efforts, again despite consumers having to tighten their purses last year.
3. Customer engagement is a core component of successful email marketing strategies, and email is one of the most effective tools to capture your customer's attention.
7 Ways to Step Up Your Email Marketing Tactics for 2010
This is valuable information in the hands of shrewd email marketers, but to really leverage this information into concrete and satisfying results this year, you must cook up a new email marketing recipe that's just right for the times, as outlined below:
1. Conduct e-mail campaigns that aim to build and deepen relationships with your customers as one of your primary goals. Anything less is a waste of time.
2. Resolve to boldly go where everyone and no one have gone before, and just do more. Social media, RSS, SMS -- leave no stone unturned and link these multiple channels to the e-mail campaigns, for wider exposure and greater frequency.
3. Build on last year's e-mail campaigns. This means creative juices should still flow to design this year's campaign look and feel. Analyze the distribution list for more effective segmentation and targeting, and design the overall campaign with a clear call-to-action.
4. Content enhancement should remain on your agenda. Don t be afraid to test different subject lines, message tone, layout, colors, and calls to action to capture, and keep captive, those customers.
5. Learn from customers and competitors. For the first, encourage feedback and surveys, even if it hurts. For the second, be a part of your competitors' subscription list and learn the nuances of their email marketing strategy.
6. Resources are limited, so carefully test the waters to come up with the email marketing campaign that delivers the most. To do this, carry out a multivariate test or A/B split test, to find out which campaign variables and assumptions work best, based on your customer s response.
7. Pull out all the stops, expand boundaries, climb mountains if necessary, to become equipped to market. This year's agenda should include more visibility in industry events, more training and seminars, more reading and learning on email marketing technology, a more curious mind and a less apprehensive attitude in embracing change.
And now, the time for talk is over. The real work, and fun, begins. Good luck in the New Year!
2010 Email Survival Guide
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