Tuesday, May 18, 2010

Less is More

Many email marketers strive for long term goals against short term tactics. However, short term goals are actually more important for long term gain. Think strategically - How can you create your short term tactics that can drive instant results and help the company in the long run?

May I suggest that the first time the user signs up – keep a couple of days between the welcome email and the deal promotion email. Also, for new signs ups, keep your promotional emails to a minimum. For instance, you should consider all new sign ups to be on a short -term subscriber list. You are not sure if the new user may be a long term, loyal consumer or a consumer that may be just testing out your company. New subscribers are quicker to unsubscribe when they’re bombarded with a bunch of new emails and regret that they subscribed. They may even stop using your products or services altogether.

If you are using a curriculum for new subscribers, try scheduling the days in between for a longer period before sending out the next email. For example, once the “welcome” or “thank you” email goes out, schedule the next email to arrive a couple of days after and then increase the duration between emails. Don’t overwhelm your users. The most engaged subscriber is a new user where you’ll see higher open and click rates.
As we all know, the consumer doesn’t spend more than three seconds on each email, so let’s try to keep your newsletters and messages as brief as possible. Highlight only the important content.

Continue Mailing…Sophisticatedly.

Author: Tiffany Wong
Editor: Courtney Dillsworth

Monday, May 3, 2010

Reinforce Your Company Statement

A major problem has been pointed out in the email marketing industry. Companies are not reinforcing their mission statement to the consumer in their emails. The consumers are not being reminded why they have chosen your company over your competitors. If you are sending a notification email that states the product they purchased is being delayed, or if there is a change in service; don’t forget to have your company’s marketing statement in the message. This statement, of course, should always be the reason why your product or service is better than your competitors. Reminding your consumers why they have chosen your goods is always necessary in every single email you send, especially when there is an issue or change regarding their order.

When there is a change or issue with an order, even a billing statement, it usually associates with a negative discern. Make sure you are reiterating the benefits of your company, to reinforce the positive aspects you possess! Remember, customer loyalty is just as important as bringing in new clientele.

- Keep in mind that product delays are very irritating to consumers who need what they purchased right away. Yes, it’s true many of us are impatient, and we’d all like to have things on time especially when it is scheduled. Due to this, consumers may be asking themselves, ‘why should I have to deal with this company, when the competitor can get it to me faster for a lower price?’

It is essential to sustain brand and customer loyalty. The way to accomplish this is by making sure it’s in everything you send out. Try this simple task. Keep communications going. Let the consumer know that you care about them and haven’t forgotten what they need.

Author: Tiffany Wong
Edited by Courtney Dillsworth & Yasifur Rahman