In a recent article for the Barossa Grape and Wine Association I talked about using reports and testing to work out what editorial tone would be most effective in capturing the attention of a email newsletter’s readers.
(See “What’s the right tone when communicating with your winery’s email database?“)
In a new post I focus on the readers themselves – the people on the mailing list – and ask: “What’s an email mailing-list subscriber actually worth to the business?”
Here’s a collection of 10 short tips that will help you improve your email marketing!
There is no one-size-fits-all “best tone”. But here’s what an online database-driven marketing campaign can do: it can reveal the best tone for the task at hand, and it can do so more accurately than traditional marketing methods, in a fraction of the time and at a fraction of the cost.
To manage an email campaign effectively one has to be familiar with the requirements of a number of different fields including graphic design, web programming, copywriting, database management, and statistical analysis. Whether you’re handling all the duties yourself or managing an in-house or outsourced team, here are some useful bits of hard-earned advice about what to do behind the scenes before and after your email marketing campaign.
Combine your email marketing reports with your sales CRM to follow up on unsuccessful web leads – close the loop!
What can you do when marketing is getting more people to visit your online store but the visitors are leaving your website without making a purchase? Lots!
If your small business/SME is still unsure of email marketing, this post is for you.
Every now and then we’ll get asked by a client or potential client “hey can we use this list of addresses I bought online?” and the answer is always “no”!
Whenever we sit down with a client to plan a customer-contact campaign like an email newsletter to the client’s database our campaigns are based around contact at three-monthly intervals. That frequency isn’t chosen at random: 90 days is the magic number, and this is something backed up by decades of marketing research across a range of industries.
The key to a good website, a good blog post, or a good email newsletter is having good content. The most important thing is to have something worth reading. But your content won’t get read unless the document captures the reader’s attention. How do you ensure your document gets and holds the reader’s attention so he or she will actually notice the good content?