Tuesday, July 26, 2011

Effective Email Campaigns

Back when I was the Communications V-P of my local Advertising Federation, I got some hands on experience with creating effective email campaigns.

Here's a few tips from Marketing Profs:

How to Keep Your Subscribers Engaged: A Checklist

Effective email campaigns rely on engaged subscribers—but most of the people on a typical list have gone three or six months without opening messages or clicking through. "It is truly a sad state of affairs when marketers are immune to the fact that at least 60% of email recipients ignore communications," writes Ryan Deutsch in an article at MarketingProfs.

To help you get your engagement rates up, Deutsch offers a handy checklist with questions like these:

Do you have a welcome series? These multi-email campaigns give new subscribers a crash-course in your program, telling them about the content you provide and how often it will arrive. "The more they understand and believe in the value of your program," Deutsch says, "the better their engagement with it will be."

Do you use automated triggers? Stay relevant by sending messages triggered by behavior or personal information. "Purchases, browser behavior, life events, and alerts/reminders are all examples of ways marketers can trigger email communications," he explains.

Do you have re-engagement campaigns? When subscriber interaction wanes, you can encourage re-engagement with special offers, subscription confirmations or an invitation to update preferences.

Do you use cause marketing? A growing trend in subscriber engagement, this enables subscribers to shop and support worthy charities. "The Gap recently launched a program called Give & Get, which offered consumers a 30% discount on purchases and the opportunity to donate 5% of their purchase price to a charity of their choice," Deutsch notes.

The Po!nt: Keep the magic alive. You have to be the one to occasionally engage your subscribers if they're going to stay engaged for a healthy amount of time.

Source: MarketingProfs.

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