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Master Email Marketing
This more than just a case study. It is a compilation of existing industry case study knowledge that provides a general snapshot of successful strategies. The PPC Money Parking
There are many case studies that attempt to prove how subject lines, frequency and any number of different variables affect read rates, click rates and sales. There is one key study we reviewed that showed a century old company with a very loyal customer base who experimented with all these variables and noted almost exactly the same responses each and every time they tweaked another variable. The one thing that did not change was THE LIST.
Without a good list you don’t need to test any of the other variables. A good list is the base to build on. Imagine conducting a postal mailing campaign for Jaguar’s sent to a list of people earning under $70,000 annually. This is a perfect example of a list that might cause people to question your sanity, BUT, surprisingly, might still produce a return on investment. The wrong list at the wrong time will drastically reduce results no matter what other variables you experiment with. Methodically tweaking the subject line, splash pages, etc. can have a very positive impact, but you must start with the right list at the right time.
It is just common business sense that the loyalty of customers in the real world would parlay itself into a healthy virtual relationship. The first step is to shore up existing relationships to later focus on acquiring new ones.
Your campaign might take the form of a newsletter, post card, coupon, club or whatever. All successful campaigns have many factors in common. Following, we compiled a list of successful strategies used that apply across industry borders.
Factors Determined Critical to Success: The PPC Money Parking Guide
- The virtual campaign should look and feel almost exactly like its real world counterpart. Electronically distributed coupon offers should match those in the newspaper and other media. This increases the comfort zone.
- Use existing avenues of traffic to drive eTraffic and vice versa. Train employees to drive traffic to the offering.
- Don’t be concerned with forgoing real store traffic for eSales. If you don’t do it your competitors will. Many already are.
- Limit the time it takes to join the list. Don’t try to collect too much marketing data from the customer in early campaign stages, or at the counter. Allow them to send the postcard in at a later time.
- Send special offers one day preferably, two at most, prior to the typical shopping day/cycle and send them in the same cycle in which people shop. Typically Thursday, maybe Wednesday or Friday, when shoppers plan weekend shopping.
- Ensure shoppers their contact information will, in no circumstance, be shared or otherwise compromised. This is very difficult to ensure when using outsourced provider systems due to aforementioned security issues.
- Show sample mailings everyplace possible. This further bolsters comfort zones.
- Combine email with print to provide a higher degree of comfort for employees, investors and franchisees. Use email for events that occur on a very short notice and offer email with print material. The replacement of the print version will occur through time and should not be a priority at the onset.
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