Practical Tips For Improving Your Email Marketing Campaign
If you are a website business owner, you want to make sure your regular customers always come back and new customers come to your site and purchase your products or services. One thing you will need to concentrate on is making sure your e-mail marketing campaign attracts your customers instead of driving them away. If you prepare your e-mail marketing campaign properly, then you can be assured that your customers will open up your e-mail and read it.
There are three things that you can do to improve your e-mail marketing campaign that will produce results when executed. Within one month of implementation, you should start to see results. These tips are not difficult to use and they could make the world of difference between breaking even and being successful.
Instead of segmenting your e-mail contact database by demographic, try segmenting it by behavior instead. Take a look at what your customers are buying and segment your e-mail marketing based on that information instead of demographic such as male or female or age. Just because a bunch of customers bought a pair of sneakers designed for men doesn’t necessarily mean that men purchased them.
You may look at some of your products and think that they appeal to a certain segment of your mailing list more than another, but that is not always the case. Some people buy products to give as a present or for a special occasion, like a fancy dress or pair of heels. So you can see that the model of segmenting by demographic instead of behavior doesn’t always apply.
Combine this information with e-mails that you send out and track which ones are actually opened and read. Look at the links that are clicked on the most and measure how often e-mails are responded to. Track all of the information in your database and you’ll be able to get a very clear picture of what your customers preferences are for future e-mail marketing campaigns based on actual customer information.
Research what people are looking at all over the Internet and analyze how that information could be used to streamline your marketing campaign.
Many people will find your website through other means, such as banner advertisements and Google searches. You may have sent out a really great e-mail marketing campaign, but you should never forget to look at the other things that influence how your customers find you. They could’ve found you through popular web pages, blog comments, search engine activity, and ad response rates.
Start by looking at search engine activity and compare search clicks to see how the demand of products changes from week to week. Take this information and then alter your weekly e-mails or newsletter to reflect the information you received. For example, sneakers could be very popular one week and loafers the next. Gear your e-mails towards what the weekly trend is. Don’t forget to look at how pop culture and hot topics are influencing business trends. The shoes Nicole Kidman wore at the most recent red carpet event could be the biggest hot item that everyone wants.
Track and analyze the responses to your e-mail marketing campaign so you know which ones worked better than others.
Make sure you do this because without the metrics you have absolutely no idea what works and is bringing in your customers and what is chasing them away. Focus on your webpages or links that have customers:
- Requesting brochures
- Downloading coupons
- Contacting you
- Looking at your event calendar
- Requesting a call back
- Product information pages
By analyzing this information, your next e-mail marketing campaign will be more streamlined towards your customers and what they are looking for. Also, look at how your advertising wording works. Does posting a percentage, like ‘25% off’ work better than ‘save $10 on your order’? Use this as well to get a better handle on your e-mail marketing.
Start your e-mail marketing campaign simply, gearing your campaign with one creative e-mail, and then breaking into two segments, and then three, and so on. Keep a track of all of the responses and metric information, and you’ll soon be on the way to sending out useful e-mails that bring in customers.