Customer profiling is what gives email marketing its high return. The more you know about the customers on your email lists the more you can target them. It is not just a case of knowing what type of offers they are likely to respond to. It is just as important ensuring you do not make them click the unsubscribe button.
Everything in your campaign should be consistent in building what your business values are. There should be a defined look and tone that customers will identify when you start emailing them. It is important that you establish your name as a trustworthy partner and give them what they require . Keep them updated with everything that is useful to them. Give them relevant information that they can relate to. Deliver these with professionalism and personal touches and you will have gained a healthy following.
Reach your best customer. Once you’ve created your customer profile(s) and finished your competitive analysis, you are ready to develop your lead generation strategy. Your strategy can include initiatives such as: banner ads on websites that your target audience visits, PPC campaign using relevant key words, direct mail or email campaigns to magazine subscriber opt-in lists, etc. You can also approach other products or service providers for co-promotions or mutually beneficial partners. If you have time to dedicate to creating editorial content, two other great lead generation and PR strategies are starting a blog or an e-newsletter.
The first chance to do this is in the subject line. Make sure your subject is catchy, engaging and conveys what’s in for the customer. Make them want to click on, and read, your email.
Use the example of mobile phone carriers: many customers are shocked when they open their bills because of all the hidden charges. The best email marketing services companies lay out all of the costs upfront rather than playing hide-in-seek.
B.In addition to the demographic questions, your form should include a check box giving people the option to opt-in to receive information about your company and future promotions. According to the CAN-SPAM Act, if people do not explicitly say that they would like to receive emails from you in the future, it is unlawful to send them commercial marketing emails.
Now, on to the next problem. Perhaps your open rate is nearly perfect – subscribers are opening your emails, but… there’s a problem. You’re not noticing any traffic to your website as a result. They’re reading the email, but they’re not taking any action on it. Why not? This time it’s not the subject line that’s the culprit – it’s something in the body copy of the email itself. Again, a professional email copywriter can examine your copy to see where you’re going wrong and then fix it in future mailings. There are many possible errors, but typically it’s simply that the call to action in the email isn’t clear or strong enough – the reader just doesn’t know what to do next.
That is, unfortunately, not the end of it. Filters are fluid, they change. You will find that some of those spam-like emails which had made it to your inbox are suddenly diverted. You will need to work out why.