Email Marketing Tips

Of course you are capturing the email addresses of your customers and prospects as a matter of priority but are you capturing enough information and are you putting it to good use?

Here are some ideas on useful information you can capture from your customers quite easlily that will help you build a picture of their requirements and better target your campaigns.

Contact Information

• Sort by post code to send offers in batches to different areas
• Multiple contact methods to increase the effectiveness of your campaigns (LiveWire Campaign, phone, DM)

Client Status

• Campaign targeting your least profitable customers to generate more sales from them
• Special “rewards” for your most profitable customers

Lead Source

• Identifying best ongoing promotional strategies
• Rewarding referrals

Demographic Information

• Campaigns targeting a male or female audience
• Family offers
• Targeting campaigns to different age groups

Personal & Relationship Information

• Notes to help you identify which campaign will be most relevant to each customer
• Notes to help you avoid unnecessarily overloading a customer with unnecessary information
• Contact history to track long term sales processes & relationship building

Purchase History

• Targeting users of a particular product from your range
• Targeting customers who have not bought a product from your range

Data released by RankStat.com show that when conducting online searches, most people use two-word phrases.

In a survey of search engines worldwide, the firm found that 28% of all searches are two-word phrases, 27% are three-word phrases and 16% are four-word phrases.

The top 10 numbers of words used in searches worldwide were:

1. Two words: 28.38%
2. Three words: 27.15%
3. Four words: 16.42%
4. One word: 13.48%
5. Five words: 8.03%
6. Six words: 3.67%
7. Seven words: 1.63%
8. Eight words: 0.73%
9. Nine words: 0.34%
10. 10 words: 0.16%

Single-word searches ranked fourth.

Due to the large number of registrations over the last two months and increasing number of regular users of LiveWire we are, once again, in the process of making some significant improvements to the system.

Alongside some general improvements to the administration area and increases to the speed with which large campaigns can be delivered we will also be making changes to the templates.

I’ve noticed that some users are having problems making logos and images of the correct size (physical or file size) to send in their email campaigns. To this end we are writing and testing some additional code that will automatically scale images to the correct size when they are uploaded to the email templates. I think this will be a big help to the majority of users on the system.

We will keep you posted on when these changes will be deployed and we will keep any down time to a minimum as usual. In the meantime, please feel free to post any ideas on system improvements here and we’ll review them and try to include them in this development phase.

Also, please, please, please let us know if you experience any particular difficulty with using the system. We want to make it as easy as possible to use and your user experience will help us to do that.

Landing Page

The page on a web site where the visitor arrives (which may or may not be the home page). In terms of an email campaign, one can think of the landing page as the page to which the email directs the prospect via a link.

Layout

The arrangement of elements in the communication, designed to optimise use of screen real estate within the prospect’s email client. Layout of an email must take into account the fact that only a small portion of the content will appear in the visible window (above the fold), and further reading requires the prospect to scroll down.

Leads

A lead may be considered to be a registration, click, and/or acquisition gained through permission-based email campaigns.

Links

Text links, hyperlinks, graphics or images which, when clicked or when pasted into the browser, direct the prospect to another online location. To be most effective in motivating action, links must be obvious to the visitor or recipient. When images or graphics are used as links, or when hyperlinks are used, always provide a corresponding text link as well.

List Broker

A list broker is a reseller of usually multiple lists or list data.

List Host

A service providing users with tools and facilities for distributing high volumes of email and managing a list of email addresses.

List Manager

A list manager owns or operates permission-based email newsletters or direct email databases.

Load Time

The length of time it takes for a page to open completely in the browser window.

Look and Feel

The degree to which design, layout and functionality is appealing to prospects and fits the image the organisation is trying to portray.

At the start of another new year I thought it was an opportune moment for a timely reminder of why we should be using email for our marketing and, in particular, why LiveWire Campaign. 

• Cost effectiveness – when compared to pretty much any other form of marketing 

• Fast implementation of campaign – hours or even minutes instead of weeks 

• Ease of measurability – track opens, reads and click throughs 

• Very precise customer targeting 

• Easy, fast and cheap to test 

If you account for the fact that email is the most popular application on the internet, email marketing is probably even more important than your website. 

• branding/awareness? 

• customer acquisition? 

• customer retention? 

• new sales? 

• repeat sales? 

• customer feedback? 

LiveWire Campaign makes it very easy for you to create, deliver and analyse the results of a campaign but consider if your business is ready for a successful campaign? 

• Can you cope with a large number of queries? 

• Can you fulfil the orders? 

• Are your staff aware of your campaign? 

• Do you need to get extra staff in to help? 

If you are serious about your online business, you can not afford to miss out on the benefits of using LiveWire Campaign but be ready for the best case scenario!