Targeted Email Marketing - Five Basic Ingredients
The first and most important of these ingredients is to ensure that you have an appropriate email list. Appropriate, in this case, is a question of "targeting". Do you have an email list for the market you seek to penetrate? Do the people on the list have the needed "authority" to make the purchase you want from them? Are there other characteristics of the list that make them more likely to purchase? Good examples of this might be that (a) they've recently purchased something from you before; (b) they've recently purchased similar goods or services from someone else; or (c) they have a history of making purchases or decisions in response to email offers.
The second ingredient is the "offer". There's little, if any value, in targeted email marketing if you don't make an offer. (In fact, this is the number one cause of failure in email marketing campaigns!) Consider compelling offers such as one-time discounts, money-back guarantees, premiums (buy this and get this FREE). Do not complicate offers by trying to sell too many products in one targeted email marketing campaign. It's been demonstrated again and again that a multi-product offers will rarely do as well as a single product offer.
Like in a restaurant, the third ingredient for a successful campaign is "presentation". Make sure your email is presented well - that the graphics are clear and the offer is highly visible. Part of successful presentation is to make sure that the offer, or the benefit of the offer, is presented early in the email. Example: Put "Now there's a great way to save time and money on your bookkeeping!" up front followed quickly by Dear Mr. Smith…
The two remaining ingredients are often overlooked. Always make sure you have a reliable email distribution firm do your mailing. It makes the distribution and measurement of your targeted email marketing campaign that much easier and it's not expensive.
Lastly, don't forget the final ingredient -- planning for the "fulfillment". What happens if your targeted email marketing campaign is a SMASHING success! Can you handle it? Make sure you how you'll handle 30% more sales than expected. It would be a shame to have gone to all the trouble to have a successful campaign only to lose the customers because you can't fill their orders in a timely way. Don't laugh, it happens all the time!
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