Keep in Contact with Customers & Avoid “Unsubscribe”
Email is as affordable as advertising can get. No print costs, no postage fees, no advertising rates. According to the Direct Marketing Association, email marketing brings in $40 for every $1 spent, outperforming search, display and social marketing. This includes both email and text campaigns. It is not easy to keep track of your prospects and customers, but one of the most cost-effective ways to stay in touch with large groups is through email and text. The key is to keep their interest without “contact burnout”. How do you provide useful and engaging email content without causing the recipient to “unsubscribe”? Once you have figured out how to do this, how do you keep the engagement high for long periods of time without the emailing activities taking up all of your time? Here are a few keys to drawing full benefit from your email campaign.
1. Identify your audience- Email allows you to target specific groups as well as those in specific phases of the customer journey.
2. Tailor the message to the audience- Traditional media tells us to have a call to action in every message. That is because you cannot specify to whom you will be speaking. With email, you can send a different message for those just beginning their search as opposed to those that are ready to buy. Better still, it is a great way to provide a specific message to foster customer retention. This is something almost non-existent in most campaigns due to traditional media’s limitations.
3. Track your results. Sending different messages and including an engagement button (web link, subscribe to a newsletter, request discount code, etc) helps you learn exactly what message your customer is responding to.
Estrella Digital can help manage your email campaigns so you optimize results and reduce requests to “unsubscribe”. Even more valuable, Estrella can integrate your email program to support other parts of your digital marketing program. What if you could track everyone that visited your website and contact them, even if they did not fill out a contact form? Call Estrella Digital today and we can show you how your email program can be so much more than a “thank you” note.
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