E-mail Marketing: Best Practices for Effective E-mail Marketing
* E-mail as often as you can. “The most important thing to remember is that you can e-mail as often as you have something to say,” noted Baggott. If an e-mail can build the relationship with the customer, rather than just hammer on them to buy from you, then send it, he said.
* Use multichannel analytics. Combine your e-mail analytics with your Web analytics, said Baggott.”It’s great to know that a customer clicked through two different links in your e-mail, but if another customer clicked on only one link and then spent 20 minutes on your site, which customer is better?” he asked. You need information from both your e-mail campaign and your Web site to make an informed decision.
* Humanize the e-mail experience. If a customer talks to a specific representative when she calls your contact center, try to have all e-mail communication appear to come from that same representative. “People buy from people,” pointed out Baggott, “and you’ll see a 60 percent lift in response to e-mails when people receive communication from a name they recognize.”