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

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! 

When placing links in your email, it is essential to place the links in the best position for optimum click-through rates. Equally always ensure that you use as many traceable hyperlinks as possible in your email copy, this way you are able to track all the click through’s you have received.

Tracking links are placed in your email when editing or adding elements in your template. Links placed in the body text using the WYSIWYG are not traceable by the Campaign Analyser and therefore will not appear in your final report.

I have noticed that a few of you are completing and populating content into all email elements within your chosen template. Although with some longer newsletter examples this may be required, the majority of email campaigns should keep to the short and simple is best rule.

I therefore recommend reducing your chosen email template, by deleting unwanted email elements. Templates need only consist of 3 elements, a top intro element, a single text article and the footer element. A concise combination of these 3 elements can be equally if not more effective than the longer format.

Why not try the shorter format email with a strong call to action link. You may be surprised by the difference in results.

1. If your creating a list of multiple contacts for upload, be sure you download the LiveWire Standard .CSV file from the ‘Batch Add contacts (CSV)’ page in the contacts section and add the contact details directly into it.
2. When adding multiple contacts with a .CSV file upload, always create a new group, as this will allow you to send a campaign easily to this group in the future.
3. Don’t worry about adding duplicate contacts to your directory. These will be automatically filtered out on upload, if the contact or email address already exists.
4. Make sure you include as much detail with each contact as possible. As this will allow you not only to personalise your email but make it clear who has clicked through on your campaign in the Analyser report.
5. All .CSV download reports from the analyser can be feed directly back into your contacts directory to form a new sending group. This will give you the power to follow up your campaigns to just your Reads, Opens and Click through groups.