Email marketing is often misunderstood as a complex marketing channel that requires a lot of resources to make it work. That is the misconception of email marketing but with some planning, and some attention, it can be a very rewarding digital marketing program. The Direct Marketing Association puts email marketing’s ROI for 2011 at $40.56 for every $1 invested. In 2012 it is estimated that “email will account for $67.8 billion in sales.”
Sharpen you pencils folks and put on your thinking cap as here are some great reasons to turn your email marketing around.
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Know your goals Step back and think about what you want to accomplish. Write it down the strategic goals, and operational tactics. |
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Get a schedule in place Plan for the quarter, plan for the year. Pull out the calendar, see what dates resonate with your business and your target market. Mark those important dates and schedule email themes around those dates. |
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Get the right resources Find the right email service provider (ESP) that will meet your needs, and the second thing you will need is somebody to help with the email creative design, either by utilizing an agency, or hiring an employee. |
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Automate it Most email ESP will allow you to set triggered emails by utilizing rules, and setup automate reporting. This will greatly reduce the need to send out emails by somebody, and it will increase your results. |
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Track the results and adjust accordingly The best laid plans does not always yield the best results, thus you need to measure it and adjust accordingly. The great thing about email marketing is its track-ability and ease of redeployment. |