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Email Marketing Performance - May Issue
Title: Email Marketing Performance
By David Ng
For May 2008
In the next few series, I like to share with you how to achieve results from your Email Marketing.
In the previous issue, we covered “Common Problems of Email Marketing when sending HTML email using Microsoft Outlook”.
This issue, I will share with you “Maximizing the benefits of Email Marketing”
1. Introduction: E-mail might seem to be a cost effective way to deliver your marketing message. Why is that so? Most of the time you can send personalized and targeted messages to a large number of people. The value of e-mail marketing is doesn’t end with the cost, however, e-mail marketing has certain advantages over other form of direct marketing.
2. After sending your email – how do you determine if it is successful?
According to some survey, 80% of the email you send is opened in the first 48 hours after delivery. So after the email is opened, did your recipients take action to?
• Open and read the email?
• Click a reply button?
• Click a link?
• Forward the mail?
• Print the email?
• Save the email?
If your audience performs some of the above actions, your email has got their attention.
3. How to maximize the benefits of your email marketing?
Email is a 2 way communication between you and the audience. To get maximum benefits you’re your email marketing, be sure to know your purpose of the communication. Are you trying to get feedback? Or generate awareness? Or are you trying to send periodic email to achieve customer retention? Let’s look at what you can do for each of your communication objective.
Getting feedback: You can have them to (1) fill an online form (2) Fill an online survey (3) Sends a reply
Generate awareness: When you have sent an article that get the attention of your audience, do they have a quick way of sharing with their friends by forwarding the email. You may want to consider inserting a forward link.
Sending periodic email: If you send periodic e-mails with valuable content, people who are not ready to buy now will remember you and your business will do so in the future when they are ready. Also, if the content is valuable, they may even create a folder to save our periodic email if the content is value. There are some ways where you can position yourself for their future reference
a) Achieve your e-mail newsletters on your web site.
b) Ask them to save your emails to a folder.
c) Ask them to share with others.
d) Print your email newsletter and place them in a flip book at your reception area.
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