E-Mail Marketing: Back to the Basics
With ever-growing technological enhancements in the marketplace, many marketers and businesses get lost in the latest craze or technology and while totally losing focus from their primary mission of trying to create a positive customer experience with their e-mail campaigns. In turn, this lack of focus on the mission leads to the flawed execution of their e-campaigns. Sometimes the best plan is taking your business back to the basics of e-mail marketing to ensure an ideal customer experience.
The starting point in cultivating the ultimate customer experience should revolve around what we know about the audience that we want to communicate with. Make data collection an ongoing priority as the integrity of your data will directly affect how successful and lucrative your e-mail marketing will be. There are four basic fundamentals that will enhance your e-mail marketing strategy and improve customer satisfaction.
First, focus on your core mission of what you want to communicate and to whom. This should begin with collecting data you need presently and in the near future to develop a significant dialogue with your audience. This data could include the normal fields like name, e-mail address, geography, etc. but you could also focus on preferred price point, demographic data, preferred product line, etc. No matter what product or service you may be selling, an e-mail marketer’s core competency is about delivering email communications that are relevant to the consumer. Having as much information as possible ensures that you are sending the right communication to the right consumer.
Second, make it painless. Too many times marketers do not make signing up for email simple, which ultimately turns consumers off. Making it easier to opt into your email communications will be one of your best practices. Include sign-in opportunities on every page of your Web site, gathering basic fields such as first and last name, zip code, and email address. Next, implement a data collection strategy that will allow you to fill in the personal information blanks over time through interactive polls and surveys.
Third, ask your audience what they want (novel concept, we know!). Trusting that your audience knows best will allow your customers to easily select their preferences; such as types of communications they would like to receive, their desired frequency of communication, etc. Involve your audience in your company’s evolution by frequently surveying your customers to determine what types of services, products, or improvements would help to better create an overall satisfying experience. Maintaining close contact with your audience will strengthen your relationship and in turn keep them coming back for more!
Fourth, allow the process to advance over time. Data collection is a process that will keep growing and improving with time. Eventually, by integrating all of the data collected, you will be able to develop a true connection with your audience and the ability to execute improvements that will become a natural progression.
E-mail marketing campaigns done well, are a simple, fast and cost-effective way to communicate the right message to the right audience. To find out how Endeavour can help with your next campaign, visit us online or just call 615-907-5332.
Kaila Packett,
Endeavour Marketing and Media, LLC
Endeavour Marketing and Media, LLC is a full-service marketing and advertising agency in Murfreesboro, TN. Endeavour provides its clients with strategic marketing plans, interactive media, media planning, television and video production, graphic design and web design.
