Tis the season to leverage customer interest data for successful email marketing.
All of the information gathered throughout the year from customer purchases, customer feedback surveys, and other behavior offers direct marketers necessary direction for conceptualizing a successful email campaign.
Further, these customer data strengthen email promotions, ensuring the best possible message targets each individual customer. In the audio book, "Sound Advice on Email Marketing," author Peter McCormick sites the example of a sporting goods retailer that uses customer knowledge to devise a series of successful promotions. Offers for discounts on golf clubs, golf vacations, and pro golfer apparel specials speak to a particular set of customers' affinity for golf.
As with any direct mail campaign, one key to optimizing customer response is compelling each customer to open the email. Here, McCormick says attention to the email subject line is crucial, and suggests one winning strategy is to incorporate the call-to-action ? what you want your customer to do ? into the subject line. McCormick says, "Don't let your message get lost on the customer. The key to making the message obvious to the customer begins with a dynamic call to action in the email subject line that is carried throughout the body of the email."
For the golf fanatic, combining knowledge of recent purchases with a call to action might result in a subject line, 'John, pack your new clubs for these golf vacation discounts'. Within the email promotion, the body content would reinforce taking specific action on these discounts ? from clicking to learn more about the featured golf resorts to reserving accommodations and tee times.
According to McCormick, "Leveraging this [customer] data with the correct promotion is the key to a successful email campaign."
About The Author
Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.
For those of you who aren't familiar with the term,... Read More
The importance of building an opt-in list over spamming (a.k.a.,... Read More
A term that confuses just about everyone is "autoresponder". When... Read More
As you read every word of this article, you'll be... Read More
There's an old saying 'Manners maketh the man (or woman)'... Read More
One of the underlying benefits of smart autoresponders is that... Read More
Suppose you have a website with 500 visitors a day,... Read More
In a fast moving global economy, e-mail offers you the... Read More
When using an email marketing tool such as Adestra's Message... Read More
An autoresponder is an automatic or software-mailing program. Why... Read More
Does it seem to you that when you view "openings"... Read More
If you run (or plan to run) an online business,... Read More
Adestra provide email marketing services to a host of UK... Read More
You've probably heard this educational philosophy:Tell me, and I'll forget.Show... Read More
There are several ways to ensure that your adverts are... Read More
We know that email marketing is a cheap method to... Read More
An interested visitor who has been strolling through your site... Read More
1. Collect leads with your autoresponder. You will get an... Read More
The lack of an email response is an issue I... Read More
Most people now know the official definition of spam- Unsolicited... Read More
Imagine going to bed and waking up in the morning... Read More
These days email is taken for granted and used perhaps... Read More
Whenever we talk to a new or a "we hope... Read More
Do you read all your Ezines? Or do you file... Read More
This is a little "beauty" of an idea if you... Read More
An autoresponder course is a group of articles or information... Read More
If you've written numerous articles, you can use them to... Read More
Your list is your life. If you do not have... Read More
Spam is a bigger and bigger problem nowadays. Recently Ralph... Read More
Autoresponders are an important asset to an Internet Marketer. When... Read More
Wednesday, December 15 2004 at 16:00 EET... Read More
Whether a company sells light fixtures to large corporations or... Read More
Most business people on the web subscribe to at least... Read More
Having been connected to the "net" now for about eight... Read More
Did you know that one of the major purposes of... Read More
Need for PrivacyPeople have become hypersensitive about their privacy during... Read More
Most people online are very familiar with the Nigerian Email... Read More
You're probably familiar with e-mail signature (or "sig") files --... Read More
E-Mail is still the most widely used Internet tool available... Read More
Autoresponders are an important asset to an Internet Marketer. When... Read More
You've probably heard the expression, 'the money isin the list'.... Read More
Are you publishing an ezine or offering an email course?... Read More
Targeted, cheap, fast, trackable and with more reporting than traditional... Read More
I recently undertook an email advertising promotion, using a number... Read More
Have you ever heard email described as, "the killer Internet... Read More
The consumer of today is increasingly bombarded by marketing messages... Read More
The goal of all marketing is to attract interest in,... Read More
WHY BUILD YOUR EMAIL ADDRESS DATABASE? Gaining your customers' email... Read More
Let's recap what you've learned so far...In the first lesson,... Read More
If you want an email campaign to succeed, you don`t... Read More
So, why would you want to send your campaigns out... Read More
Most people now know the official definition of spam- Unsolicited... Read More
One of the biggest concerns for Realtors who publish their... Read More
This Stanford University study surveyed the leading research on virtual... Read More
If you have auto response system set up for following... Read More
A chained auto-responder is a sequence of emails that gets... Read More
I love the Internet! Information about any topic that piques... Read More
Have You Considered The Power Of Email MarketingOld vs. NewIf... Read More
When it comes to your gravy, lumps are bad. When... Read More
Whenever we talk to a new or a "we hope... Read More
Hey, using eBooks, eReports and eCourses is a fantastic way... Read More
When I coach my clients on how to... Read More
A lady emailed me yesterday very upset over the fact... Read More
An interested visitor who has been strolling through your site... Read More
In this digital day and age, communicating through email is... Read More
Although it may not be practical to put a dollar-sign... Read More
Email Marketing |