With so much emphasis on social media channels, blogging, online videos, newsletters and the like, business owners sometimes don't see how useful and effective an email marketing campaign can be.
While email may not seem very exciting, it can be a solid performer in your arsenal of online marketing. It's also a welcome form of communication, with 91 percent of adults in the United States stating that they do like receiving promotional messages in their inbox, as long as they are from a company they already do business with, noted a recent article at Exact Target that cited a survey from Marketing Sherpa.
How often should you send these loyal riders a promotional email? The answer will depend on a number of factors that you can discover as you test different schedules with your marketing team.
As a rule of thumb, though, you should know that about 86 percent of customers want to get emails once a month, and 66 percent want to receive them every week, if not more often. If you send them too many emails, customers may unsubscribe. But if you send email messages spaced too far apart, some of your customers might forget about you. Only trial and error and intense tracking of the results will help you find the magic number.
This is not to say you should be neglecting your other forms of digital marketing at the expense of email efforts. Actually, social media and email used together will amplify the effect of your marketing. For example, Exact Target described a retailer that did a test that exposed customers to Facebook along with email over 14 days. It turned out that when customers saw the Facebook ad first, those that opened the subsequent emails were almost 25 percent more inclined to make a purchase.
You can perform your own experiments to harness social media with your email campaigns and see if you can get similar results. One of the great things about email is that you can use it as a testing ground, setting up personalized messages and keeping track of which customers respond the most to various versions of your messages.
Thanks to email marketing software, you can quickly try out a short email and a lengthier message that have the same basic information, and then tabulate the results automatically to see which ones work the best with your various segments (categories of customers).
Marketers also use predictive intelligence to help determine what their customers truly want, even before they make an inquiry. It involves tracking the online behavior of your recipients, seeing which links they click on and when they follow calls to action, and so on. When using predictive intelligence, you or your marketing team needs to create profiles of customers so you can understand their motivations better.
Each senior member of the marketing team at DriveProfit has more than 20 years of experience in the industry, helping companies with their limousine marketing campaigns. If you have not been using email on a regular basis to reach out to your customers, now is a good time to start. For assistance with your email marketing or to begin a new campaign, please contact the professionals at DriveProfit today at 203.426.7780 or email us at firstname.lastname@example.org.
Posted on Jun 30 2015
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