《低迷经济中发挥电子邮件营销的5个优势》

ilmarketingtomakeupashortfall.Themostfrequentmethodforhittingthatgoal,however,hasbeentoincreasethevolumeofe-mailssenttothehouselist.It'seasytoleanonthismethodbecauseit'sinexpensiveandcanbringneededshort-termresults.Duringawidespreadslowdown,toomanymarketersusethisastheircorestrategy.Theresult?Consumerswatchtheire-mailboxesfillwithuntargetedmessagesseveraltimesaweek.Neithermarketersnorconsumersreallybenefitfromthisunfocused,easy-way-outstrategy.Ratherthansolelyincreasinglistsize,looktoincreaseaverageordersizesandoverallrevenuebycreatingalong-termtestingprogramwhileimprovingsegmentationandtargetingtoyourhouselist.Test,Test,TestOnly23percentofmarketerssaytheyhaveacomprehensivetestingprogram,accordingtoForresterResearch.Mostmarketersrelyontotalguessworkoroccasionallytesttheirmessagespriortospending.Becausemarketersaretaskedwithdoingmorewhilespendingless,nostrategywillmakemoreofanimmediateimpactthanintroducingacomprehensivetestingplan.Afterall,understandingthesuccessandfailureofacampaign'sindividualcomponentscanhelpachievefuturetriumphsmorequickly.A/Btests(define)wherecompaniestestthebetteroftwooptionsofasinglefacetoftheire-mailcanquicklydemonstratethevaluelockedawayine-mails.Startwiththesubjectline.Testvalue-basedmessagesthatmentiondiscountsorcoupons.E-mailmarketerswithstatisticallyrelevantresponsevolumesshouldworkwithin-houseanalystsorwithanagencytodevelopmultivariatetests(define)thattestmultiplefacetsofeachmessage(fromsubjectline,tocreative,todesign)todeterminethebestcombinationofelements.Withoutarobusttestplan,everyelementofyoure-mailmarketingprogramissimplyguesswork.Don'tNeglectNon-respondersEventhosemarketerswhohaveasophisticatedanalyticsprogramneglectasignificantportionoftheirlist:non-responders.Determiningwhyasegmentisn'trespondingcanbeextremelyhelpfulindrivingmorerevenue.Whenbudgetsaretight,marketersmustconstantlylearnandoptimizebasedonknowledgegleanedaboutcustomers.Prioritynumberoneduringtheslowdown:useanalyticstolearnmoreaboutcustomerbehaviorsanddevelopaprogramtomatchrelevantcommunicationswiththeneedsofeachcustomer.Thekeytodevelopingthemostrelevant,targetedcreativeandmessaginginyoure-mailcampaignsistolearnasmuchaspossibleabouthowyoursubscribershaverespondedtopaste-mailcampaigns.Thiscanonlyoccurafteryouhaveanalyzedyourcustomerswithaneyetowardtheneedsofeachcustomersegment.Nocompan