Top 10 tips to a successful email marketing campaign.
Are you trigger happy? Consider this...
Until recently, you had to sign up for this stuff. By giving up your email address you were making a conscious decision about a brand. Do I trust them? Are they responsible? Do I want to hear from them? But with social triggers, and increasing tie-ups between brands and social networks, access to your profile gets easier and easier.
There are huge consumer and business benefits from intelligent and timely trigger communication, but like other aspects of email marketing, it is easy to get carried away. Too many irrelevant emails, too frequent, wrong message, wrong target and you are going to wind up in the spam box. Alienating one customer is bad enough, but do it too often and you are potentially going to impact your sender scoring and that might end up putting all your emails in the spam box.
Some tips for successful and customer-friendly trigger-based email marketing:
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Stephen Hay is Asia Pacific regional director for ICLP, the award-winning global loyalty and customer relationship management (CRM) agency. Stephen came into loyalty at Cathay Pacific when e-mail was still something that people in research labs used to send to each other and direct mail was still king.
ICLP works with some of the world's leading customer-focused brands, including Cathay Pacific, Mandarin Oriental, and Juniper Networks; looking to bring brands and customers closer together into a more mutually beneficial and more profitable relationship. Stephen takes a customer point of view on almost everything, not always universally popular, but proven time and again to be the basis for a sustainable, profitable, long-term relationship.
Singapore, 3-4 November
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Hong Kong, 8-9 December
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