Fine Tuning Your Email Marketing Strategy

Feb 21, 2011

Vya Staff

With the introduction of new and increasingly complex digital technologies, 1email
marketing directors face tough challenges. They have to be experts on new technology before it has matured while simultaneously digesting results from the last marketing campaign. It's like driving down an unfinished road and checking your rearview mirror – all at the same time. Sometimes, it’s all too easy to let marketing strategies become ineffective and stale.

Your email marketing campaign is typically the first to fall victim. Check your inbox and it becomes apparent that a shotgun approach just doesn't work. In technology years, email is ancient and because of this we tend to stop inventing new ways of reintegrating it into our marketing strategies. Email may be considered an old technique, but there are some creative ways to make it both effective and productive. Have you stopped to consider who you are emailing?

Identifying your customer base is top priority but sometimes you have to provide some bait. The good news is that you can get your customer base to come to you with creative promotions, giveaways and surveys. Take advantage of social media outlets and blog sites to promote your data gathering efforts, and in many cases it helps to define your demographic boundaries. Once you have it, use it wisely. Spamming your customers daily will turn them off to your efforts. Instead, pair email with the latest marketing tools. Embed Personalized URLs into your email giving each customer their own landing page for a creative and personal touch. Employ smart auto-responders to undertake the labor intensive task of sending emails based on specific milestones and other criteria. Even the seemingly simple task of addressing your customers by their correct gender and name can be overlooked.

The best benefit of using these new technologies in combination with email messaging is that you can track your marketing impact. Valuable statistics such as usage via email, link click-through rates, drill-downs, landing page entries and many other data points can all be gathered and reported. Make adjustments as you discover what technology combinations work best.

Check your email marketing strategy. It may be time to review and update it. Call DocuStar today and see how we can help you reinvigorate your email marketing efforts and make them more successful than ever using proven technologies, and quantifiable tracking and reporting.

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Tags: PURL, email marketing, marketing strategy

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