Key to success in email marketing is avoiding treating all consumers the same. Creatives tend to make one "perfect" email format. This one email message gets sent to every consumer. But, each consumer signed up for your newsletter because of a reason important to them. Some only want offers and discounts. Other consumers want informative content. Segmenting my frequency is also important. Some consumers want to hear from each week and others only want to hear from you one time per quarter.

One mistake companies that are new to email marketing make is to only send to potential customers "offers to buy." Heavy-handed sales pitches are not always best. Depending on how much investigation and research your typical buyer conducts before making a purchase in your industry, a consumer who receives your email newsletter may not make a purchase immediately. Some newsletter subscribers may still be valuable to you because they may purchase after receiving 2, 4, or even a year's worth of your newsletters.

This is one reason we encourage our clients to adopt a multi-click attribution model - so they can see how email efforts contributed to a sale - even if a consumer did not click a newsletter link and buy immediately.

Step One: We Optimize Your CRM

We help optimize and standardize your CRM (customer relations database). We standardize data, which is crucial to assigning all consumers into a segment. We identify the segments your database needs and help categorize each consumer into the appropriate bucket, or begin collecting the data you need to properly segment your database. We help your database talk with your website, so you know which consumers come to your site often and who have not been back in a long time.

We assure your emails are properly tagged with analytics tracking and work with you in addressing the constant changes in the email industry.

If you already have a staff person in charge of your email campaign, we help that staff get more results and show a higher ROI from his or her efforts.

 

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