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What happens when a retailer allows individual stores to control local customer communications?
I guess it depends on the level of training and guidance afforded to staff, but oftentimes things can go awry, especially when it is patently clear that there’s no kind of instruction from head office.
E-consultancy's latest Email Marketing Platforms Buyers' Guide reveals that the UK market for email platforms and services continue to grow, reaching £274m by the end of the year; an increase of 24% on 2007.
Economic conditions may be more difficult at the moment, but email marketing budgets look secure, as more firms use email as a retention tool.
With email marketing, it is far more desirable to build up your own list of prospects than take a short cut by buying or renting ones from elsewhere.
Doing so means that those on the list have already expressed an interest in your products or services, and are therefore far more valuable.
Here a few tips to help you build up your list...
Marketing to third party lists does not perform as well as to your own lists. Add to this more frequent delivery problems, and many email marketers are questioning whether they should be using external data at all.
This entry gives guidelines to using third party lists successfully.
Inactive subscribers are those that have not opened or clicked on an email over a certain period of time. There may be a number of reasons for this; disinterest, spam filters, poor subject lines and more.
With some inactive subscribers, the best approach may be to remove them from your list as they can be most likely to report emails as spam. However, it can be useful to try and reel a few back in.
Here are some tips on dealing with inactive subscribers...
If you send a reasonable volume of email, you've probably experienced the frustration of being told by some of the intended recipients that they never got your messages.
Sending customers a welcome email message after they have registered on your site, or chosen to receive newsletters, is generally accepted as good practice.
But a recent survey found that 60% of firms weren't doing so, while many others were failing to respond promptly enough.
What should etailers be including in these welcome emails though? Here are ten tips...
E-consultancy’s recently published online lead generation report shows that natural search, email marketing and paid search are still the most commonly used methods for generating online leads.
However, PPC claims the larger proportion of the budget, even though natural search is seen as the most effective method for lead generation.
Given that search engine optimisation provides the most perceived value for money, why aren't more marketers investing in natural search over and above other methods?
"Engagement Marketing: Strategies for Conversion and Ongoing Customer Retention" is what it said in the programme.
It sounded safe enough, but as I delivered this presentation at Internet World last month, I wondered if the subject headings on Lines, Crunch, Breaking Habits and a 7 Step Programme (combined with some slightly edgy last minute PowerPoint images) were starting to make it sound more like a discourse on drug rehabilitation than on email marketing!
“We are not ambulance chasers, people leave our stores empty handed every day and we don’t feel the need to beg them to come back so why should online be any different?”
If anyone takes the time to read these words, I would love your feedback. RedEye has a series of clients that make a hell of a lot of money and ROI from behaviourally targeted and automated emails.
But we were blown away recently when a prospect said that they would never do trigger emails or basket abandonment work because they perceived it as the e-marketing equivalent of ‘ambulance chasing’!? Ouch!!
Another survey reveals that many companies are failing to follow email best practice, with 60% of firms missing a trick by not sending welcome messages to subscribers.
According to a new study by ReturnPath, 30% of these companies compounded the problem by failing to make contact with customers for more than a month after they signed up.
Last week, I received an email from 360i, an "independent metrics-driven agency that serves as strategic digital advisors to large brand marketers," on behalf of NBC.