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Quick Wins Quick Wins Powered By Docstoc
					Quick Wins
for an Email Marketing Campaign
   A Forrester report quotes that the time spent on reading or writing emails is twice more
   than the time spent on any other media including Television. In addition to this, Email
   remains to be the only media that allows for one-to-one marketing. It allows the
   business to reach to the consumers at work, at home or while on the move. Thus, an
   email marketing initiative has become a mandate for any kind of product/service based
   industry.




   Index
   Comparative Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
   Pros and Cons of Various Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
   Seven Fold Path . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
       Aptness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
       Renovations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
       Subscriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
       Automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
       Integration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
       Testing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
       Reporting & Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
   Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
   About Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6




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   Comparative Study:
   A comparative study of revenue and profit across media shows a variable difference and an obvious
   change in the ratio of revenue and net profit in the email marketing channel.




                                 Comparative representation of a marketing campaign across media


                                 $500,000


                                 $400,000
   Dollars generated per month




                                 $300,000


                                 $200,000


                                 $000,000


                                       $0
                                            Broadcast   Fax          Websites         Telephone      Email

                                                         Media used for Marketing Campaigns


                                                        Monthly revenue         Monthly net profit




   Reaching out to the prospects through various channels is not only a part of initial marketing
   strategy but is also bound by the execution of the campaign. The ratio between the revenue
   generated and the net profit is directly proportional to the relevant media or the marketing channel
   used. Each media suffers its own drawback but a wise campaign is the one that pulls off well with the
   least number of setbacks.




Call Us: 800-717-2399 | Mail Us: info@b2b-contacts.com | Website: www.b2b-contacts.com                       3
   Pros and Cons of Various Media
     ? Broadcast media is not suitable for all industries especially in B2B setup

     ? Fax takes the next stage but has a threat of privacy intrusion

     ? Websites acquire the Internet space with high revenue but suffers constricted reach

     ? Tele-Marketing costs the initial allocation of resources but is restricted with the subjectivity of the
        phone numbers

     ? Email Marketing is not bound by time or space. A well developed email campaign proves to be a
        lead generating channel for all the businesses.



   Seven Fold Path
   Some of the basic strategies to be kept in mind to maximize ROI and minimize risks with Email
   Marketing are:



         Aptness
         An email can not only make a valuable customer but can also break one. This might raise the
         question against the quality of email campaigns. This can be averted easily with a strategically
         planned and executed email marketing campaign. An email pitch needs to be relevant, timely,
         dynamic and personalized to ensure customers' attention and hence their business interests.
         This will engage your customers and build a good relation.



         Renovations
         It is mere natural for businesses to seek ways in boosting open, click-through and conversion
         rates. It is evident that redesigning email templates based on marketing best practices will
         result in high target results. It is quiet surprising how a simple creative usage can blast up the
         response rate. It is essential to keep in mind the subject line, layout, template header, images,
         text links, icons, footer, call to action and every possible details of the email campaign. It is
         important to incorporate multiple points of personalization for all outbound email
         communications. Redesigning the existing email template might seem to be a daunting task
         but, is worth every penny for the phenomenal results it can derive.


Call Us: 800-717-2399 | Mail Us: info@b2b-contacts.com | Website: www.b2b-contacts.com                           4
        Subscriptions
        Reaching out to prospects does not only translate into making way into the inbox or talking to
        them. It necessarily means customizing one's email. While deriving contact details from the
        Internet, it is very important to keep in mind that one needs to ask for an email address as
        people are more receptive to a quick sign up form alone. A sample email can always be shared
        by the company as it proves professionalism and privacy. A call-to-action line should be a give-
        away with a provision to Unsubscribe.



        Automation
        Giving up a lead after a few follow-ups seem to be the most feasible option for the company's
        marketing plans. But, a time triggered automated email generated wisely guarantees follow
        up, resulting in better sales. Automated emails allow for companies to build equity in marketing
        efforts and gets higher productivity. Welcome emails, lead nurturing mails, win-back programs,
        shopping cart rescues, and loyalty programs are the aids for the company to help in meeting
        the customers' interests. Setting up automated email programs helps the marketing team to
        focus on building other strategic initiatives.


        Integration
        Reports indicate that a lot of people prefer to receive information on products, services, news
        and events through emails. Getting the prospects and getting them to hear about the company
        through regular emails is the best combination of marketing within the other marketing
        strategies.



        Testing
        Impulsive decision makers forms the majority of the email marketing leads. It is very important
        to keep them straight, simple and updated. Test, test, test and test to get smart on what is
        working and what is not working. This also helps in creating refreshing templates that helps in
        updating regularly. Testing to optimize email campaigns controls risk and maximizes returns
        through higher conversion rates.




Call Us: 800-717-2399 | Mail Us: info@b2b-contacts.com | Website: www.b2b-contacts.com                     5
        Reporting & Analysis
        How does your email program rate on the email excellence continuum? This year marketers
        will increase their email program budgets by 30 to 40 percent using last year’s return on email
        program revenues as a defensible benchmark. Compare your performance metrics with
        internal trend benchmarks as well as industry benchmarks relevant to your sector, market, or
        industry. Continually analyze individual behavior and campaign performance to accurately
        identify your highest value customers and most successful campaigns. Work with your email
        service provider or email expert to audit and score your email program to identify and resolve
        points of failure. Keep a close eye on the symbiotic relationship between email programs and
        landing pages. Both are essential to close the loop for conversion.
        ‘




   SUMMARY
   This 7 fold path is a step towards using the invention well instead of inventing it all over again.
   Sticking on to the seven ideas given above will let you get what is right for the company's marketing
   demands and realize additional ROI every year.




   About B2B Contacts
   B2B Contacts is a leading marketing services provider specializing in Business to Business
   marketing. The turnkey solutions including B2B Contacts, Email Marketing, IT Data, Pre-Packaged
   Lists. Customized Solutions for each client etc makes B2B Contacts unique from its competitors.




                                       Call Us: 800-717-2399
                                       Mail Us: info@b2b-contacts.com


Call Us: 800-717-2399 | Mail Us: info@b2b-contacts.com | Website: www.b2b-contacts.com                     6

				
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posted:8/23/2011
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