Email Marketing: Still Alive 'n Kickin'!

Email Marketing: Still Alive 'n Kickin'!

Email Marketing: Still Alive 'n Kickin'!

With the rapid adoption of all that social media has to offer; one might be tempted to think that email is old hat. Well, email with the right data and a killer offer is still hugely successful. After all, it's still a primary communication tool, right?

E-mail marketing is often reported as second only to search engine marketing as the most effective online marketing tactic. [Source: Wikipedia]. Email marketing is fast, effective and measurable. Whether you are looking to acquire new customers; retain your existing customers; or build a brand campaign, email is direct and enables you to deliver your message in a targeted and attractive manner.

There are however a number of requirements, and we'll discuss a few key ones here:

1)Opt-in is king

The days of spam-a-lot' are fast coming to an end! With the advent of the Consumer Protection Act and the Protection of Personal Information Act; communicators better beware! There will be stiff penalties for non-compliance. The solution? Build your opt-in base now!

2)Communicate the right offer to the right person

Establish the propensity of a person to take up your offer. Spend time determining exactly who your target demographic is. Sometimes is not so obvious and digging a little deeper will refine your approach and, in some cases, open up additional markets.

Be relevant: Once this profile is established; effective data segmentation can take place; selecting the records that match the product to be marketed.

3)Timing and Frequency

Timing: Being ahead of the game is paramount, for example, there is no point offering Valentines' Day specials one day before the event you may get some late takers, but the bulk of customers have already done their planning!

Frequency: A good rule of thumb is once every 90 days. Of course, if you have multiple products this enables you to up' the frequency to the same target; but the communication still needs to relevant. It's a fine line though and you need to keep a handle on your unsubscribes (communicate too often and you can expect your opt-outs to increase).

4)Design for the Preview Pane

Be enticing with your sneak peek! The preview- or reading pane affords the recipient a quick look at your mail oftentimes determining whether he/she bothers to open it up to read more.

5)Power of the Pocket

Obvious I know, but email should be a cost-effective medium! The combination of segmented data, design and distribution needs to compete with other direct media. We're not just talking about the cost of the campaign; but also the cost of actually getting a customer.

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