24:
MarketingSherpa just published a case study on our email marketing campaign for the 2009 American Cancer Society (ACS) disparities conference, Health Equity: Through The Cancer Lens. Our client Linda Blount, MPH, ACS National Vice President of Health Disparities was also featured.
The CancerLens conference marketing campaign was very successful and the reasons for that success can be uniquely articulated in the statement – we didn’t do anything different, we just did things differently.
This simple statement is an important distillation of the campaigns key success factors. It also effectively communicates our unique approach and the virtues of our practices and methodologies. What came out in our interview for the MarketingSherpa Case Study was that every client and marketer knows about, and purports the importance of customer centricity and allowing the customer to drive the communications experience. But rarely do campaigns appear that do this effectively.
Here is a summary of the approach we use to get superior results from our campaigns. Try them.
continue reading…
Popularity: 3% [?]
02:
Though professional email marketing practices require investment in time and resources, they use a holistic approach and offer key benefits:
Engagement
A professional campaign includes the creation of specific web pages and triggered autoresponder emails that provide relevant and current information on the subject matter, as well as the producers, partners, and stakeholders. This is important, as it delivers a turn-key experience that effectively promotes the subject matter, the parties involved, and heightened recipient engagement (ie: registration for updates, RSVP to events, etc.).
Measurable Results
Professional email campaigns make detailed performance metrics accessible including read/open rates, link click rates, and conversion rates. They also create databases of qualified opt-in recipients interested in the subject matter and the offerings of producers, partners, and stakeholders.
continue reading…
Popularity: 4% [?]
16:
It really hurts businesses seriously interested in leveraging new marketing technologies to market and promote more effectively when email marketing services sell themselves as “Marketing” solutions. They are email marketing services, period. An email marketing system or service is one component of and email marketing campaign.
But let’s digress for a moment, I am defining marketing as “the activities that a business undertakes to prompt customers and prospects to take a desired action.” That action might be to make a purchase or attend an event. Whatever, the point of any marketing effort is to get people to do something you want them to do.
continue reading…
Popularity: 71% [?]
16:
Here are 3 crucial items that are typically overlooked in the discussion and planning of email campaigns. They focus on what I feel is the bottom line reason businesses use email marketing at all – to generate sales or some other specific action.
1. Track Conversions
Design and implement conversion tracking processes for your campaigns. If your objective is to attract attendees to an event then be sure to require people to check-in so you can know who came and which of them participated in your email campaigns. If the goal is sales then devise a way to know if the sale came from one of your campaigns.
2. Follow-Up Consistently
Do do you remember the the last place you shopped that sent you a timely and relevant email thanking you for your business and/or extending you an offer? Thought so. So be sure to put all that wondrous email marketing technology to work enabling you to send relevant follow-up communications consistently. And take care to follow-up based on each persons interests and preferences, not generically. See item 3 for more on personalization and segmentation.
3. Personalize and Segment
At a minimum capture the name and email address of anyone in your mail lists. Then personalize all emails with the persons name appropriately. And don’t send the same email to everyone. Segment your list. Group list members by different products or services you offer and by characteristics that make them most and least likely to buy what you offer. This most often means collecting more data. Do that.
Popularity: 67% [?]
rss feed
