This week I have the honor of presenting the keynote speech at the DMA UK’s Email Customer Lifecycle: List Growth event in London, opening the first Email Experience Council’s international event in Barcelona, and delivering the keynote for the EM+C Virtual Trade Show with a talk titled, “Email Marketing by the Numbers.” While preparing for these events, I found myself organizing my thoughts into lists of topics and best practices. When I finished, I realized I had created some really useful lists.
This week’s column shares just a few. To get the full impact, tune in, or come to any of these three events. Even if you can’t make these events, you can still learn a bit this week just by reading these lists.
List No. 1: Nine Rules for Driving E-mail Marketing Success
You must be proficient in all of these to make the most of the channel.
- Have a good reason to e-mail.
- Follow the five elements of success.
- Plan your plan.
- Get the right tools in place.
- Cross your t’s.
- Have resources ready.
- Launch and evaluate results.
- Get fancy. Be brave!
- Integrate with other channels.
Following these general rules will help you organize your planning and strategy to ensure you do not miss out on any key elements. Speaking of elements, I referenced the five elements of success. Here they are:
List No. 2: Five Elements of Success
- Understand the impact on brand.
Old stat: 90 percent use e-mail to engage in/determine the value of a company.
New stat: Average person will keep an educational e-mail for two years.
- Add intelligence to your design.
Old stat: 18 percent on social networks, 27 percent texting, 4 percent on RSS.
New stat: 62 percent use social networks regularly.
- Drive the purchase.
Old stat: 26 percent of e-mails are opt-in marketing messages.
New stat: 28 percent of all people recommend products to friends.
- Create service messages!
See No. 1
- Add viral elements.
Old stat: Send to a friend (STAF) should drive a 1 percent to 2 percent referral rate from opens.
New stat: In the Twitter vs. Facebook world, Twitter sells.
Are you listed out yet? I hope not, because here is one more list for you. A checklist of sorts to make sure you haven’t forgotten anything.
List No. 3: Don’t Forget To…
- Make a mailing calendar.
- Place value on e-mail addresses (opt-in and out).
- Have activation, retention, and reactivation programs planned.
- Develop key performance indicators that make sense for your business.
- Focus on behavior of your list.
- Tailor landing pages.
- Optimize content based on results.
- Develop seed lists that are not on your network.
- Determine multi-channel usage early on.
- Map our continuity campaigns (aka, triggered e-mail campaigns).
Making lists and keeping focused and organized can go a long way in creating channel effectiveness. Save, share, or print these lists to help give your year-end results a boost. Do you have a good list of your own? Share it with me and I will post it to my blog.
Meet Jeanniey at Search Engine Strategies, Chicago, Dec. 7-9, 2009.
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