How to Run a Dynamic Email Campaign
Actual case study using Discount Beauty Center
When building an online direct response lead generation machine you must first discover a product that appeals to a large group of consumers.
Like a Discount Beauty Center, an online supplier of cosmetics, fragrances and hair care products, wanted to find a way to build relationships and consumer loyalty after determining that 88% of its 100,000 customer base are first-time customers.
The Strategy or the main Challenge…Was re-engagement online
The rules of the Web:
There is not a lot of loyalty on the Web, Most people just Google what they want and the businesses with the best organic placement or the best price gets those customers.
Strategy:
Take your client customer data and determined which products were in the highest demand.
For example: you may find that hair dryers and flat irons had a high reorder rate as did staples like shampoo and conditioner. Additionally, it found a significant” b-to-b population on its list made up of hair and beauty professionals
Segmenting by ROI is the key.
It focused on sending less e-mails, but placing an emphasis on those with a higher ROI, such as those with a“reorder” reminder. Its initial approach, beginning in April, provided a discount of $5 off a purchase of $25 and up.
It produced about a 6% click-through rate and a 22% open rate. Two days later it resent that same message to individuals who had not opened the message but with a new subject line, resulting in a 4.6% click-through rate and a 17% open rate.
It followed up with an additional campaign offering a 10% discount off an entire order. That resulted in a 3.3% click-through rate and a 14% open rate. “The first two campaigns have been more effective from the click through
and open rates,” he says.
Results:
The campaign has yielded 74 conversions from 483 click-throughs to date. The first campaign received 34 orders at $1,494. The second campaign received 40 orders, at $3,708. “We had 74 orders divided by 483 clicks which gives us a conversion rate of 15.3%, which is pretty astonishingly good,” says Kramer.
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The company expects to continue to run the program for a year, and Eisenberg says he’s pleased with the results due to “the low cost and high benefit.
About The Author
Tim G. Little has a BS in Business Administration, and has worked in the magazine publication and circulation management for the past 20 years. As an Internet Publisher and Entrepreneur, he has developed a website to help small business entrepreneurs find the best mailing list and marketing programs ps: I would like to recommend a tool to you to help find Boost Sales… Gain Market Share.. . With Focused List Selection, Tips and Tools for Finding the Perfect List. Once you e-mail segments, track how they differently they react to messaging options.
How to Prevent E-mail List Churn
It is estimated that thirty percent of your house list changes their e-mail addresses annually or becomes inactive.
List churn reduces your e-mail deliverability, open rates, click-throughs, and overall performance. Why is this soo.. bad? Decreased revenues and profits.
List churn also forces you to spend more of your marketing budget on costly customer acquisition campaigns because, with a 30% annual attrition rate, your house file is shrinking in front of you.
Watch for these symptoms
Like cancer, list churn is a silent killer so keep an eye out for its causes and symptoms:
People move, they get new jobs (or lose them); they switch ISPs or just jump from one e-mail provider to anothotIf your e-mail messages are too frequent, your subscribers will get annoyed. If your e-mails are too infrequent, people may forget why they subscribed. Striking the right balance is critical.
Does your content meet or match your subscribers’ interests? Does it render properly?
Poor hygiene practices: Are you properly vetting your e-mail sources and validating e-mail addresses before they get into your database? Are you swapping e-mail lists with others? If so, stop this practice immediately.
Persistent aches and pains: Do you acquire e-mail addresses with low or no permission
Double-check your e-mail registration, validation, and messaging processes:
Have a clear, easy opt-in process and vet any third party sources very carefully.
Validate e-mail addresses at the point of registration prior to entering these into your marketing database.
Drop unsubscribes from your list immediately – you hate to lose anyone, but worse yet is gaining an enemy who clicks “this is spam” multiple times to send you a message.
Test your e-mails before every campaign to check your links and ensure your creative renders properly through the major providers.
Create an email preference center
Give your subscribers the option to adjust content, frequency, and format, and to update their e-mail addresses easily.
About The Author
Tim G. Little has a BS in Business Administration, and has worked in the magazine publication and circulation management for the past 20 years. As an Internet Publisher and Entrepreneur, he has developed a website to help small business entrepreneurs find the best mailing list and marketing programs ps: I would like to recommend a tool to you to help find Boost Sales… Gain Market Share.. . With Focused List Selection, DYMO Label Writer Twin Turbo The perfect printer for any small business! See why people rave about this direct mail marketing printer and why you can’t survive without it!
E-mail Marketing is Rapidly Evolving
E-mail is big business and there are a few reasons why e-mail marketing is booming. It has been a proven workhorse for customer communications it hasn’t been for marketing at some times.
Customers raise their hands to opt-in and engage in e-mail activities when marketers approach them. Many customers who do opt-in and do want to be proactive. You want the prospect to go to a Website or landing page to take some action but e-mail marketers are not well connected.
E-mail messages need to used in follow-up with a series of e-mail or touch points and rarely will an email be complete with its first message because people will not sit down and completely digest the content of one email. On average a person will receive over 5000 e-mails from vendors each year and this number will keep increasing.
Today its all about relevance and trying to achieve a level of communications with e-mail but you must be a good listener.
Marketers today must realize that the marketing channels are changing since you now have people receiving emials in their social networks or on their mobile Iphones or blackberry and some want them in their mailboxes.
Do you know what your target markets want hear from you? Using metrics to improve deliverabilty, bouncebacks and the number of complaints that come into your dashboard. Testing e-mail segments to discover where the best response rates are coming from which channel and which demographic.
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About The Author
Tim G. Little has a BS in Business Administration, and has worked in the magazine publication and circulation management for the past 20 years. As an Internet Publisher and Entrepreneur, he has developed a website to help small business entrepreneurs find the best mailing list and marketing programs ps: I would like to recommend a tool to you to help find Boost Sales… Gain Market Share.. . With Focused List Selection, Tips and Tools for Finding the Perfect List. Once you e-mail segments, track how they differently they react to messaging options.
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