A regular email newsletter can be a pleasure and a burden. Figuring out how often to send it, what to include in it and how much integration isn’t always easy; but, when executed correctly, it can boost your customer retention and sales. Jeff Revoy, chief marketing and product officer at email service provider iContact discusses one secret and one lie related to email newsletters.
Getting someone to join an email list can be difficult, but it’s even harder to get those who have stopped opening and responding to re-engage. Neil Rosen, CEO of email service provider eWayDirect, provided these five tips to bring wayward subscribers back into the marketing fold.
- Use Web analytics.
- Resend messages that were never opened.
- Analyze the last messages that were opened.
- Don’t up the offer.
- Ask them back—or let them go
Trade shows have always been a great source of new leads; but, considering travel costs, booth construction, booth rental and collateral printing, they are also one of the most expensive. There are ways, however, to maximize the number of warm leads they produce, said Melanie Attia, product marketing manager at Campaigner, a provider of email marketing services.
“I know from my experience being an attendee and an exhibitor that trade shows are a fantastic way to build [your email list]; but you need a strategy going in because not every contact you meet will be a valuable contact,” she said.
What’s the best way to ensure a successful list build at a show? For one thing, marketers shouldn’t automatically add a prospect to the database just because he or she provided an email address. “You’ll want to ask them to opt in when you send them your post-show email,” she said. Attia also provided these four tips to help marketers separate the email wheat from the chaff.
Email marketers are still concerned about relevance, according to a BtoB study being released this month. “B-to-B State of Email Marketing: Best Practices” details the current state of email marketing as well as trends to watch going forward.
The study was based on a 21-question survey sent via email to b2b marketers in December. A total of 414 responses were collected between Dec. 8 and Dec. 14.
More than half of respondents (56%) said their biggest challenge and opportunity over the next 12 months is to deliver highly relevant content. This is significant because experts say it is one of the core capabilities that marketers aren’t delivering. It’s also one of the strategies that can make the biggest difference in the success of an email marketing program, said Morgan Stewart, CEO of Trendline Interactive, an independent email consultancy.