Maximising the Potential of Email Marketing

As with any other marketing tool a strategy is needed to take full advantage of the value that the digital medium can offer. Each segment of your customer database should command an individual communications strategy, with different aims and a tactical plan to accompany. There are many different tactics you can use within email marketing, some of which are briefly summarised below. 

Data

Email marketer's should carefully consider each customer interaction point for any opportunities to collect new data or to expand on the data they already have on that particular customer. Viral campaigns and Send to a Friend are excellent tactics to grow your database with like minded customers, but ensure you offer the Friends the opportunity to opt in.

Dynamic Content

Dynamic content allows email marketer's to specifically personalise sections of the email to a variety of different customer target groups within the same email. Store opening details could be specific to a customer's geographic area, or you may want to promote accessories to a recent purchase depending on the product they have just bought.

Surveys

Surveys can gather critical information that will help you to further personalise your email marketing and gather a greater understanding of your markets. Surveys could be automatically sent as part of the automated communications strategy. A survey at point of unsubscribing will help you improve your emails to decrease your churn rate.

All of the above tactics will assist you in maximising the ROI from your email marketing. For more useful tips, please complete your details to receive our free guide to email marketing*. 

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