10 Email Marketing Tactics You Must Use In 2010

AgendaReview the email marketing tactics that will

improve your campaigns in 2010

Tactic #1: Customer Reviews

1. Use customer reviews to increase engagement & brand loyalty

2. Product review content can generate a 4%-%6 lift in effectiveness*

3. How do you do this?

1. Build your customer review database by requesting product reviews from

subscribers who recently made a purchase

2. Populate emails with reviews according to subscriber interests or puchase

history

*Source: The ROI of Relevance” Forrester Research

2/2/2010 WebsiteBiz 2

Tactic #2: Social Sharing

1. Social Networks are changing the way people interact with friends

1. 40% of social network participants use these sites to gather information and

recommendations

2. Educate subscribers on how and why they should share your content

3. It’s still new, so experiment!

*Source: “Targeting Influential Email Subscribers”, Jupiter Research


Tactic #3: Web Analytics

1. Integrate Web Analytics to enable a two-way action-oriented flow of

information

2. Better understand subscriber needs

3. Deliver more relevant content & offers

4. Example: Shopping cart abandonment campaign


Tactic #4: Send at the Right Time

1. Subscribers check email at all times throughout the day

2. Ask subscribers for their preference

3. Test to determine the best day and time to deliver your emails


Tactic #5: SMS & Email

1. 1 trillion text messages are being sent per year*

2. Communicate special offer alerts, event notifications, exclusive

invitations, and other timely information customers won’t want to miss

3. New email partner technology makes this easy!

*Source: Airwide Solutions independent survey of 50 brand-mane companies


Tactic #6: Lifecycle Marketing

1. Customize email marketing messages based on subscriber preferences and

segments

1. New Customers

1. Move subscribers to opt-in, visit your website or make a purchase

2. Engaged customers

1. Maintain & increase purchase levels, strengthen loyalty, encourage recommendations

to friends

3. Lapsed customers

1. Attempt to re-engage, prevent them from going to a competitor


Convert

Retain

Loyalty

Acquire

Engage

Tactic #7: Proper Measurement

1. Go beyond opens and clicks

2. Measure engagement

3. Segment based on behavior

4. Monitor trends over time

5. Adjust email design elements to improve


Tactic #8: Always be Testing

1. Don’t get complacent!

1. 37% of email marketers are NOT testing today

2. Test elements of your email to improve engagement & conversion

3. Where to start?

1. Subject Line

2. Calls to action

3. Design/Layout

4. Copy

5. Offers

6. Timing


Tactic #9: Coupons

1. Economy is still suffering

2. Increase Open Rates

1. 6%-9% lift when compared to other mailings

3. Create demand for product trial


Tactic #10: Don’t Forget the Fundamentals

1. Grow Your List

2. Ask Permission

3. Proper HTML Coding & Design

1. Consider how users view emails

4. Relevant Content

5. List Segmentation

6. Deliverability & Sender Reputation


10 Email Marketing Tactics You Must Use In 2010

Business

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