Drive traffic to a specific content
section within your Web site.
Analyze and segment your
e-mail list. Get to know your customers and
determine what topics grab their attention. Then segment your e-mail
list into smaller lists based on the identified commonalities. Remember
to update e-mail addresses that have changed.
Develop relevant content based
on your segmentation. A segmented e-mail list
gives you the freedom to develop customized content, increasing the odds
that your audience will respond. Provide your audience with content that
is interesting to them. Highlight product and service features that are
highly relevant to your audience and unique from your competitors. These
types of features are called drivers.
Providing relevant content also reduces
the risk that your audience would consider your e-mail marketing
campaigns to be distractions, or even worse, spam.
Measure your results.
Most leading e-mail marketing distribution tools provide real-time data
as part of their package. The AVS Group uses Constant Contact for our
campaigns. For a broader view of your Web siteís performance, Webtrends
is a leading Web analytics tool that generates detailed traffic
Differentiating Your Brand
Can e-mail marketing be useful in
differentiating a brand? Absolutely, and hereís how.
Focus on drivers.
Earlier we recommended highlighting the features of your products and
services that are highly relevant to customers and unique from
competitors. These features are called drivers. Drivers are any
organizationís true points of differentiation. Drivers are so powerful,
they actual drive customer choice toward one brand versus another. Your
e-mail marketing campaign should communicate your drivers.
Share your expertise.
Share your organizationís knowledge with your e-mail list. Offer
recommendations based on your experience. Write papers based on your
organizationís research. Comment on industry or marketplace trends.
Sharing your expertise makes your brand different Ė you are not
communicating the same message as competitors.
Your team has invested time and effort toward developing your
organizationís logo, tagline, graphic standards, and overall brand
identity. To protect this investment, create an e-mail template that can
be used for all of your e-mail marketing campaigns. Your audience will
receive a professional looking message that is consistent with the
positive attributes that your brand identity represents. For each issue,
you simply update the content.
Set specific intervals to distribute your e-mail marketing: weekly,
monthly, quarterly, etc. and stick to them. It takes a commitment to
consistently develop and distribute relevant e-mail marketing campaigns.
Remaining consistent will provide your organization with differentiation
from all of the organizations marketing themselves inconsistently.
Driving Targeted Traffic to a Web
E-mail marketing is a proven method for
driving site traffic. In fact, experiencing traffic increases of 100
percent or more on days that an e-mail marketing campaign is launched is
Targeted e-mail marketing campaigns can
also deliver impressive open and click-through rates. For example, 50
percent of the recipients of an e-newsletter may open the e-mail and 30
percent of those people may click into the Web site to learn more.
Why are these numbers so high? The
sender provided relevant content to people who already knew of the
organization. The recipients may not have been very familiar with the
organization, or even current customers. However, they at least gave the
organization their e-mail address.
Use teaser content to trigger
interest. Do not provide all of the
information within your e-mail marketing message. Support the content in
your e-mail marketing campaign with more content on your Web site.
Encourage people to click and learn more.
Drive traffic by using a layout and design for your e-mails that is
intuitive. Are the links easy to locate? Is the navigation and overall
layout and design simple? Is the content easy to read?
Use references to build
credibility. People generally do business with
organizations they trust. Highlight your work, press releases, or case
studies to serve as evidence of your achievements. Your audience may be
more apt to click into your Web site if they perceive your message to be
We have witnessed e-mail marketing
campaigns that have generated online sales within minutes after being
sent. These campaigns created a sense of urgency and promoted relevant
products. However, if online transactions are not a good fit for your
organization, consider using e-mail marketing to generate sales leads.
Create a sense of urgency.
With a segmented list, you will be able to create special offers based
on what will appeal to each segment. For one segment, you might offer
free shipping. For another segment, you might offer a discount. Get it
right, and you could experience sales increases of 100 percent on the
days that e-mail marketing was used.
Promote relevant products.
Because your list is segmented, you have the opportunity to feature the
most relevant products. Create multiple campaigns based on the product
preferences of each segment within your overall list.
Encourage your audience to go online and fill out a contact form or
upload a request for proposal to you. For example, we receive requests
for proposal from customers and prospects visiting AVSGroup.com. To help
facilitate this process, we added a Discuss Project form making it
easier to connect with our team.
In closing, any organization can be
successful with e-mail marketing campaigns by implementing the right
strategy. Developing an e-mail marketing strategy will lay the
groundwork to reach your goals. E-mail marketing can be a powerful
marketing and brand-building tool for your organization.