How to get a behaviorally based e-mail program up, running, and measured. Part two of two.
Targeted e-mail messages based on past behavior enable marketers to create more personal, relevant communications. These should result in higher revenues. Better-targeted communications can break through clutter and help marketers enhance their relationships with customers.
Part one of this two-part column covered how to segment a house file and offered suggestions on tailoring messaging based on past customer behavior. Part two provides a checklist to consider when implementing a new e-mail campaign, together with e-mail related metrics.
Behaviorally Targeted E-mail Checklist
Expanding an e-mail communications program to include more behaviorally driven messaging can pose significant challenges. Topics and questions to consider include:
Ensure e-mailings help customers to achieve their goals. To this end, always include the following in your e-mail:
E-mail Series Metrics
When addressing the effectiveness of an e-mail series, metrics to track include:
Due to the low cost of e-mail marketing and deployment relative to revenue generated, e-mail marketing programs should be assessed on the additive value they provide to your overall campaign. Expanding segmentation and personalization opportunities through the use of e-mail series allows marketers to provide readers with real value. This can translate into communications that result in relationship building and increased revenues.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
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