Innovative Systems

March 2012

e-Mail Marketing Tips

I recall a radio sales rep telling me one time that even though it's difficult to measure a radio campaign's success, it's a necessary expense and if you don't do it, no one will know who you are. This line of thinking may have been true at the time, but times have changed and now we have even more media options and thankfully some effective ones are much less expensive including the topic of today's Marketing Minute, e-Mail Marketing.

Survey Says

Statistical surveys rate a typical Open Rate from 5% to 15% for an e-Newsletter versus 2% to 12% for an e-Mail campaign. Personalized e-Mail lists are often in the 10% to 20% Open Rate range. One of the most successful strategies is a trigger or behavior-based campaign, these would be e-Mails sent to recipients based on some behavior they showed, such as clicking on a product link, visiting a specific Web page, etc. The Open Rate on these are often in the 15% to 50% range. e-Mail Visitors also spend on average 30% more time on the website than regular visitors.

Improve Your Chances

Avoid poorly written e-Mail subject lines that do not direct and motivate recipients to take an action. With e-Newsletters, don't give them the store, include a couple of teaser sentences and then drive them to your website. In e-Mail campaigns give them compelling reasons to click through to your website. Opt-in e-Mail lists are better than opt-out email lists so when you are making contact with your customers ask them if you could include them in an e-Mail list that includes: (Whatever attractive promotions or educational pieces that you will send them periodically.)

 

You are invited to direct any questions related to marketing Innovative Systems products to Scott Meyer or Melissa Waddell at 605.995.6120.