Ten questions to assess how to improve upon past performance to get better future results in e-mail marketing.
What I love most about e-mail is that you can test any idea and know whether it works within 24 hours.
As a copywriter and creative consultant, I've sat at endless meetings in the past where I've thrown out any number of good ideas only to have the client say, "That will never fly."
Now with e-mail, I can say, "Let's test it." And soon we find that the idea not only has wings, but also the legs to turn into a profitable, long-term campaign.
Simple e-mail tests have uncovered new audience segments, developed new messaging, and forged new strategic directions.
Recently, I used the lessons learned in e-mail to develop a new 2009 marketing strategy for a large organization. When the client gasps and vigorously nods in agreement as you cast the spotlight on new data, you know you're onto something good.
Here are the questions I asked while reviewing two years worth of e-mail results for my client:
What's interesting about this approach is that it's a "bottom-up" strategy. Instead of working with lofty creative and marketing recommendations handed down by the advertising agency, this approach offers a true reflection of what's actually working on the ground. The key messages and sales techniques that test well with actual customers and prospects can then be filtered up and reflected in your bigger branding campaigns.
Not to mention, it's the cheaper way to go -- which might get your CMO's attention.
How are you using e-mail to test your B2B creative and marketing strategies? Share your case studies with Karen.
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.
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