Wednesday, April 14, 2010

Tracking Click Behavior

Consumers that check numerous emails every day see the same phrase and become very passive to "Click Here" verbiage. Let's keep your readers engaged and change around the call to action and give them variations – to make them click through.

If you are giving more choices for call to actions, then you can measure which verbiage is more effective along with a better understanding of the links/phrases that your users are more likely to click on. Take a photography studio newsletter for instance; it is necessary for your campaign to be divided into different types of portraits. Give consumers three (3) different call to actions specified, "Individual," "family" and "pets." By doing, so you have let your users be directly linked to the segment of the site that they are most interested in. It will also assist you in creating new targeted segmentation for your users – provided that you have the ability to capture the user and the segment they are in. The simple differentiation just gave you more targeted statistics, segmented your user base to different categories and has given your user list a more structured form for future emails.

For "follow-up" campaigns – once you collect the data on which users have clicked -- send them a follow-up campaign including a coupon for 10% off to the target segment they have clicked on. This will give rise to higher conversion as you are targeting your promotions to the user that appealed to them the most.

To have your links labeled differently, other than "click here," is just more appealing to the consumer and they are more inclined to click on a link with variety – a link that's labeled with something they want. This is also psychological, with something so general like "click here," consumers might feel like it is a trap, or it will lead to the same old website with the same old offers they are used to. Internet users are wary of all the promotions they get and this is one of the biggest deterrant to conversion for a website. By mixing it up, targeting and segmenting your lists, you are likely to receive higher ROI on a per email send. If your ESP has purchase tracking, like KobeMail does, this is the best way to see the ROI on per thousand emails sent.

Happy targeting!! :)

Author: Tiffany Wong
Edited by Courtney Dillsworth and Yasifur Rahman

Thursday, April 8, 2010

Don’t be shady. Take Permission. Know best practices.

A major issue in the email marketing world is that there are many family brands, parent companies, sister companies or their affiliates that are sharing their email subscribers. Consumers are extremely annoyed with getting emails from companies they did not subscribe to and end up unsubscribing. This action committed by companies is legal but is it ethical? Permission-Based Marketing is IMPORTANT.

Getting straight to the facts: let's be logical. Consumers do not have time to read your privacy policy or the fine print that states that they can use your information for their sister brands because it’s the "same" company as they say. These tactics are viewed negatively by users and is a sure way to make the user disinterested in your products quickly. A consumer's permission should not be treated lightly and should be taken seriously. "Companies don’t fully understand the concept of permission marketing" says Simms Jenkins from Clickz.

To prevent your emails from going into the spam box or losing your subscribers, be authentic and give consumers what they ask for. No more and no less. They are giving you access to them but don't take advantage of it. If you do have many brands under your organization, try
cross-promoting. Maybe introduce your product or service through the brand that the consumer is interested in.

Or while a consumer is subscribing to your brand, make sure at the very end you simply ask whether they are interested in your other brands and if they would like to be subscribed to them. Most will say no, but there are those that will say yes. Therefore, you are asking for permission and it will appear to the consumer that their requests are important to your company.

Making the mistake of passing on the consumers profile can cause the company to lose many valuable customers.

Author: Tiffany Wong
Editors: Yasifur Rahman & Courtney Dillsworth