One of the world's leading marketing gurs has urged businesses to place more focus on email.
Arthur Middleton Hughes, who founded the Database Marketing Institute back in 1993, has questioned why marketers are spending far more money on other channels that are harder to measure.
Using the metrics in your reporting is crucial. It gives you important information about your email marketing campaign. It also helps you plan your next one.
Regularly revising the results of a campaign and acting upon them will improve your campaign each time.
If your metrics improve, sales go up! Its pretty simple!
Email marketing has been around for a long time now, and being able to personalise them has been around for nearly as long. Of course setting up the personalisation has become a lot simpler (literally at the click of a button).
Yet a lot of emails that I receive are not personalised to me, they are generic emails that are in some cases being sent to millions of people. When this happens I usually unsubscribe, because the sender is being lazy.
When shopping (may apply to the females more so then the males) you probably find yourself picking up stuff that you like, walking around with it for a bit before getting fed up that you cant find what you were actually looking for, and just hanging up the items that you have picked up on the way. When you first picked up each of these items, you were certain that you were going to purchase them. Then as you are walking around getting more agitated that they do not have the LBD you were looking for, you’re thinking about what these items that you have picked up will actually go with and see that there is a que to pay so put the items back and go to another store.
What’s happening to your emails after you click the send button? Well obviously that is why we came up with the reporting. To tell you how many emails reached an inbox, how many were opened, how many of them opened emails were used to click through to your website etc…
The majority of my blogs are giving tips on how best to used email marketing, or informing you about our features and how to best use them. But what I haven’t done for quite a while now is sung the praises of email marketing, I think we all take it for granted and do not give it the credit that it deserves.
Research shows that it works, you e-marketers know that it works that’s why you’re doing it and of course I see it first hand every day. It works.
Are you using your reporting system to its full potential?
It is the reason that Email marketing shot up from no where. It is the only type of marketing that offers to show you results in the detail that it does.
But I’m pretty sure that a lot of its users are not using the real time, advanced reporting system to its full potential. So today I’m going to enlighten a few of you of some of the wonderful information that it can provide.
The best way to test how you can improve this, believe it or not, is to test it!
How are your email campaigns going? I’d say you are all doing well, that’s why you’re all still doing it right! But I’d also say that there is probably still room for improvement…the emails may well have given you the best year that you have had in the last 7 years, but they could probably still bring you even more traffic to your site, and purchases online.