As mentioned in the previous post, at this point in this series we are going to do a quick "refresher" on some of key messages around integrated email marketing, take a quick look at some key in-product screens before analysing the demo data.
Why integrated…
When the figures from your campaigns start coming back, it is inevitable that ROI discussion will be a central topic, particularly with senior management. While it would be foolish to diminish the importance of ROI (particularly with those who are providing…
An equally important part of the analysis phase of email marketing is to undertake a review of the campaign performance. This is from an organisational and delivery perspective, metrics don't really play a part in this process.
With this in mind, it…
Further to the previous post introducing email marketing metrics, this week we are going to take a look at the principles surrounding the top 3 - clickthrough, open and deliverability.
Clickthrough Rate:
The most tracked email metric is click-through…
Choosing your metrics is an important decision for your company to make, however you must also keep in mind that many variables come into play that may not be reflected in the figures themselves. This key point was made recently in the blog "Email Marketing…
At this point in the email marketing programme cycle, you will hopefully have sent your first campaign! You may or may not have chosen to implement automation as part of this process; regardless it is vital now that you have built in some time to do the…
Hi there,
In a previous post we took a brief look at implementing a welcome programme as part of your automated campaign. We also highlighted the importance of understanding your customer sales lifecycle. At this point you will be in a position to start…
A welcome programme is an automated set of activities that are designed to guide a prospect through the initial phases of interaction with your organisation. Remember, at this point the individual has agreed to sign up for more information and has therefore…
In a previous post we took a look at a hypothetical customer lifecycle and mapped 4 stages that the customer (generally speaking) could move through. Unfortunately for email marketers however, the customer journey is rarely quite as linear as that!
…
"Q: What is the most important objective for email marketing in the coming year and why?
A: Timing emails with content that is relevant to where the prospect/lead is in the sales cycle."*
Every business has a different customer and sales lifecycle…
Implementing automated marketing into your campaign is a decision that has to be carefully considered. The benefits in terms of increased ROI are tangible and real (if done correctly), however there are considerable challenges. These include aligning…
In the previous post we looked at 2 simple tips for improving your list growth, today we look at 2 further areas to consider:
Make your subscription process easier to use
Make sure you don't ask for too much information
Make it easy to use …
We are going to continue where we left off just before Christmas discussing Email Marketing List Growth and Management - List Growth .
In this blog we will cover
Making your sign-up process easy to find in the website
Incentivising the prospect…
Moving on from our previous post , let's talk about lifestyle modelling.
There are a number of ways in which you can use the data that you hold on your customers to build up a more accurate picture of the type of lifestyle and habits they are likely…
Moving on from our last post on basic profiling, let's look at increasing the sophistication.
A powerful way of segmenting your database is to look at 'click behaviour' as well as browsing or purchase history.In comparison to profile based segmentation…
The previous post looked at sources of data - now we move on to segmentation approaches, specifically the three different forms of segmentation ( profile, behaviour and lifestyle ).
Profile based segmentation tends to be the simplest & most commonly…
The previous post looked at brand alignment and important consideration on your tactical activities. Let's move on to analysis of your email marketing strategy.
An important part of forming your strategy will be to conduct a SWOT analysis. If you are…
The previous post talked about thinking & setting key performance indicators (KPIs) - this time, I am talking about aligning your program with your brand.
"Nearly a third of survey respondents (32%) said they have stopped doing business with at least…
Building on my previous blog entry, let's take a look at what the steps in your email marketing programme mean in a little more detail.
Strategy
A consistent & long-term strategy is essential for successful email marketing. After all, if there is…