Email marketing continues to be one of the very best marketing channels for sourcing high value leads that result in sales. Effective list management is critical to ensure that your company does not miss out on the opportunity to both engage with new prospects and maximize the lifetime value of existing customers.
Your email marketing strategy should consist of a number of activities that both grow the size of your lists and then effectively market to these lists over specific time periods.
Did you know that in 2014, more than half of emails are opened on mobile devices? This makes it hard to believe that only 1% of these emails are mobile responsive as responsive emails have over 20% higher click-to-open rates. Are you taking advantage of the mobile evolution by using responsive email communications?
Growing your email marketing lists
It likely takes a lot of effort to get prospective customers to simply view your products or services. Besides making a sale, it should be a high priority goal to capture contact information before these prospects disengage and leave your store or website. Additionally, ask yourself if you have successfully captured the contact information of existing customers such that you can contact them online via email. This may seem obvious but it is definitely not the case for businesses. We can show you how to most effectively grow your email marketing lists, what information you need to collect and how to segment them for the efficient targeting.
Effectively Managing your Lists
Executing an email marketing campaign is somewhat of art as there are many variables that can affect the outcome such as:
- Email subject line – it is critical to pick the best one.
- Time of day and day of week that email is sent
- Mobile optimized emails and landing pages
- Email content
- Landing page content
- Objective of emails
- Frequency of emails
- Action based emails
Optimizing Email Marketing Performance
Campaign performance must be effectively monitored and measured on an ongoing basis. Optimization can then be performed to continuously improve performance and focus on the most effective campaigns.
In summary, email marketing is not just of matter of blasting out some information to your email list and then hoping for the best. While it can be one of the best performing marketing channels if everything is optimized correctly, it can also be a complete flop if not implemented correctly.
We can help you grow your business by increasing your customer base so please contact us today for more information.