Bpo Study: Better Targeted Email Marketing

Resources are dear to any firm at this point, be it B2C or a B2B like a BPO unit

. Clients outsourcing projects are not ready to accommodate extra spending. In fact, they want the call center units to narrow down their marketing processes to target specific demographics and income groups only. Such segmented email marketing would need a lot of data crunching on the part of the business outsourcing center.

Charles Nussey, a call center services expert who has worked on several email campaigns, feels, 'Once you know your targets, you can channel your efforts without too much of it brimming over.'But how do you fix whom to send the emails? Let's find out.

A BPO center runs of data, much like a car runs of fuel. With data at your fingertips, you can afford to experiment and try out something new. When planning an email campaign, rely on the numbers you have. Study the opens and click-through rates of different call center email campaigns that you have handled in the past.

Taking a look at the data will give you an idea as to how many on your database actually read your emails. You can find out how many opened the emails and how many clicked on the emails to look for more information. If you find that certain email subscribers never acted on emails, either send them a different sort of an email or just don't bother sending anything. There is not much point in using resources to reach out to consumers who couldn't care less.

Targeted email campaigns have other benefits, too. The BPO writers know what to use as content to appeal to the receivers of the email. Writers have their task easy if they know if they are writing for business heads of plain-Jane consumers. The tone and the voice of the message change according to the needs. For example, the call center unit has to use a professional, formal email to get in touch with an entrepreneur.

However, the content for a consumer's email has to be eminently readable. Consumers have more time on their hands than business heads. Similarly, when writing for a business network, the business outsourcing unit has to ensure that they get to the point directly and stick to it. No one will read a page long email stuffed with content. They have a business to run, you see.

BPO firms should make provisions for more attention to be paid to email subscribers who respond. Keep your inbound call center team ready to take calls from receivers who are interested in your offers. Make it easier for receivers to reach you through your website. Have links on your email to enable receivers to share the information with their friends and contacts.

Keep your online information collection box clutter free and easy to fill. The call center has to keep all the back-up call center services ready to support their email marketing campaign. Once you are rolling through emails, keep your net well-spread to grab the benefits.

by: Ivana Lewis

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