Monday, May 25, 2015

Email Processing 2.0 - Brian M Hazel


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There is no doubt that email marketing’s return on investment – ROI –

Is the higher than most other marketing activities.

(Click Here to Experience Ultra Profitable Email Marketing )


There are websites which offer email marketing ROI calculators

such as Bplans.com, entrepreneur.com and marketingtoday.com.

These use readily accessible data such as campaign preparation costs,
buying email lists, sending expenses and comparing the totals against the
 response rate and the conversion rate.

A conversion is the when a responder
converts into a customer and buys.

This a convenient approach when you are selling simple products.
But for most of us, life is not so simple.

There are many intangibles and immeasurables
 in an email marketing campaign; image, customer retention,
and possibly technical updates.

Where email marketing campaigns excel are in the analytics,
which can be collated each time. All email sending platforms
can provide feedback on how many:

  • Recipients opened their email
  • Bounced or unsubscribed
  • Clicked on a social media ‘like’ button
  • Forwarded to a colleague

Some of the more advanced email marketing platforms
will store the time each recipient opened his email and
when it detects patterns, it will send email at different times to optimize the
opening rate.

E.g. if Mr Smith usually reads his email around 7.00am
with his coffee,
while Mr Jones around 1:30pm with his lunch,
the platform will send Mr Smith’s at 7:05am and
Mr Jones’ at 1:35pm. Frightening, when you think about it.

You can even be more sophisticated. If you monitor
which articles are read by which people you can
fine tune your newsletters to be shorter so that people
only receive the types of articles which they like to read.

For example, sport for men, fashion for women etc.
I have to be careful here not to sound stereotypical but....

If you place an ad in a magazine you will know the
circulation numbers of that magazine and these numbers
are usually audited independently.

But it is difficult to assess the effectiveness of that campaign.
Printed magazines do not have ‘click-through’ monitoring.
In general there is an increase in
sales after in intense advertising campaign.

This you can measure
 better if you include vouchers or coupons which provide proof
 of where the customer saw your ad.

One accountant told me that with email marketing, he estimated that
only 40% of it was a waste of time!
When I asked him about the period
of time he was talking about, he did not answer.

Newsletters are not like the 9 o’clock news, which you will watch
 even if there is no important news.

If you bombard your targets with time wasting newsletters,
 not only will they not read them, they will
 psychologically downgrade your image.


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