Email? Oh, right we can send email!
It’s an open secret that email marketing is the highest ROI tool at a marketer’s disposal. It’s more cost-effective than direct-mail, paid search and a wide array of other tactics. So it’s no surprise that email is seeing even more action than usual now that the economy’s officially in recession and marketing budgets are flat or decreasing. >>Full Story
Thoughts// We talk a lot on the Travel 2.0 blog about the latest tech and online sites, with a particular focus towards social media and social media marketing. It is the hot topic right now; people want to read about it. Give the people what they want. However, let’s not forget about our old friend email…especially with reduced budgets across the board…which provides a reliable and highly successful channel for marketing to our consumers.
Honestly, people on your email list asked for information from you. Give the people what they want!
This recent article / post from Lyris is a great refresher and guide on how to maximize your email campaign during the current market:
- Maintain frequency until requested otherwise
When the going gets tough, it’s human nature to do more of something to increase your odds of success. But in email, sending more campaigns with reminder messages, offers and requests to respond will likely backfire and alienate opt-in prospects, customers and advocates.
- Focus on value, not fluff
Give people what they want, went they want it, and make it very easy for them to quickly experience the value of your information and offers. This is achieved when marketers apply the right blend of preference center and CRM thinking to help identify wants and needs, and deliver content that is expected and perceived as valuable to each individual recipient (not one-size-fits-all to the entire list).
(We actually wrote the line in our post before reading the ‘Give people what they want’ line in the Lyris article. Spooky.)
- Be confident
Confidence, not arrogance, is a very attractive quality when people communicate with one another. We’re all a little bit nervous about the economy and certain world events.
- Incorporate social and mobile
Email, or messaging in general, is taking on new forms via a variety of inboxes across channels, including traditional email, social and mobile marketing. That said, marketers need to remember that their campaigns and content can get more mileage across channels – which can lead to better engagement with audiences at lower costs to marketers. Call it repurposing or just better orchestration, marketers can save money and improve campaign results by thinking in terms of “tri-messaging” via email, social and mobile.
- Don’t trash your sender reputation
Sure, email and messaging have great delivery economics on the surface, but resist the temptation to save time and money by cutting corners when it comes to sending best practices. There is a fine line between being a reputable email marketer (that ISPs, spam filters and recipients respect) and a spammer.
Great tips and advice that we can all incorporate into our current email campaigns…well, at least while we are not tweeting.