Email Marketing Tips

It’s always better to add some personality to an impersonal medium like email. LiveWire Campaign allows you to add your contacts first name to your list and include it on the email you send out. That’s a good start!

Try and ensure that the content of your email is relevant. The more targeted to your recipients you can make it, the better your opens, reads and click throughs will be. Sounds obvious I know but its surprising how little time and effort is put into personalisation by many email marketers.

I’ve found that targeting by sector can be very effective compared to a blanket emailing. It allows me to be much more specific with my message and use language and terms that my recipients can relate to.

Email newsletter

A topical email message sent out to a group of subscribers. Used as a method of keeping in regular contact with existing customers, distributing product information and capturing email addresses from websites.

Email Marketing Campaign

Coordinated email marketing messages delivered at intervals and with an overall objective in mind. Often used as part of an integrated marketing campaign along with offline advertising, data capture mechanisms, incentives, events and promotions.

Email Frequency

The intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc.

The team is working hard at the moment on a schedule of updates and improvements to the system. Users will see some major changes in January that we believe will enhance the user experience and make LiveWire Campaign even easier to use.

To minimise any downtime for users we will be deploying most of the changes together. We’ll keep our regular users informed and provide plenty of notice before we take the system offline for the updates.

Contrary to popular opinion predicting response rates is pretty much impossible! 

It’s as true in email marketing as it is in any form of direct marketing. Though marketing companies may tell you that you should ‘expect around 2%’ response (or whatever), when you think about it its patent nonsense. For example, if you’re planning to sell a Christmas Santa in December for £2.95 would you expect the same response rate as the guy selling million pound yachts? Of course not and there are so many other factors to consider. 

A key consideration when sending out a campaign should be to set realistic targets and expectations. But how do you do it if it’s impossible to predict response rates? 

The answer is simple - testing. Email marketing is incredibly cost effective to test and it is statistically predictable over time. It’s safe to assume that if you send 2000 mails and get 20 click through you will get a similar percentage of clicks from 20,000 (as long as the group has been selected using the same criteria). Equally, if you send to your group of 2000 and get 0 responses it’s unlikely you will do any better even if you send to 200,000! 

In the event that your responses are very low or non-existent then something about your message is not hitting the mark with your intended recipients. It’s time to re-think and test to a small group. Check out some of our previous blog entries for tips on how to write effective campaigns and improve your response rates.