The 5 proven email practices to drive revenue
Par Dauphine Dauphine 2012, mardi 6 novembre 2012 à 15:50 :: e-Mail :: #360 :: rss
Email marketing is one of the best ways to communicate directly with your customers and generate repeat sales. The main point of the email is to encourage some sort of action, such as buying a product or participating in a survey.
The Marketing Company Exact Target proposes five email practices to increase revenue. The following five points summarize their guidelines for successful emailing.
1. Gain Subscribers
A recent report documented that 66% of consumers made a purchase after receiving an email. Therefore the companies are doing well in increasing their number of subscribers.- Recognize your most important customer touchpoints (store, media,...) and give the possibility to opt-in to your email communications
- Test a few different opt-in techniques
- Get social (ex. Facebook: users can agree on your profile to receive the latest emails)
- Go mobile (attract customers via text message)
2. Improve Deliverability
A high deliverability rate constitutes one of the essential factors for success to create revenue.
- Tackle the problem of being blacklisted
- Use the same and consistent name to accustom your prospects
- Opt for serious reference lines and avoid exclamations points
- Diminish the risk of getting a negative score in your email provider’s database
3. Design for clicks
- Website must be structured clearly
- Design a version for mobiles to maximize subscriber response
- Put the most important information in the upper left quadrant
- Position logo and contact details on top
- Avoid putting the most important messages in images, use HTML text instead
4. Drive Engagement
The following steps can increase engagement:
- Integrating email marketing and CRM systems
- All data known about the subscribers should be used
- Run tests to discover what resonates
5. Automation
A useful device to focus on strategy and optimize interactive marketing programs, thus maximize the profitability of your company consists in automation.In the context of email-Marketing, one can make out several processes suitable to it, such as:
- Welcome emails (include "call-to-action"-button, Facebook / Twitter icons)
- Advertisement for side products and related services
- Online surveys (automated targeted emails)
-
Customer-feedback-service
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