The Real PPC

It's no secret that e-mail marketing has made its way to the forefront of marketing managers' daily to-do's. Well with that it has to be said that being proactive when it comes to email marketing will bring you far better results than being reactive. You may be asking 'What do you mean proactive?' You have to put yourself in the shoes of your prospect? What do they want to be looking at in their in-boxes? What are they talking to their coworkers about? Look at the big picture and maybe not so much at where to put text, using intriguing subject lines, and other tactics; while valuable and important having a solid grasp of the larger issue will get your email campaign farther than before. So before you hit send, it’s important to think about the big picture.

Is your email relevant?
Most experts agree that relevance is the most important aspect of email marketing (some argue of marketing in general). Your prospects are only going to act on your email if it has meaning to them at the specific time it comes into their in-box. You want to make sure that your lists are highly targeted and that the message means something to the recipient. You don't want to send retirement information to a recent high school grad (who should have been receiving marketing for higher education material) and a marketing manager doesn't care about what's new in HR software.

Does your campaign have activity driven rules?
You most likely have business rules in place, well each email campaign should have a set of rules in place as well. It's imperative that the rules are defined prior to launch. Make sure that if someone clicks or doesn't click your email they are placed into a specific path etc. Ask yourself what you want each prospect to do and what you think your customer will want from you.

Content, content, content...
You want your prospect to want to take the next step. Well you have to give them a reason to actually take action. It's not just about offering a nice creative design marketing piece, it's about giving them something that gets them excited. It might be a case study and coupon for cord blood banking services to expectant parents or free oil change service to someone who just bought a car. Whatever it is, make it compelling and relevant.

Following these basic rules should take your email marketing campaign to the next level. Just shifting your focus back to big picture can help. Let The Allied Group know if there is any marketing communication strategies you need help with.