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Top Tips to Improve Clients’ Email Marketing Strategies

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Are your clients’ emails getting lost in the shuffle of the 121 messages, on average, that consumers receive every day? Your clients face some tough competition in the email world. They can up their email marketing game by following the tips recently shared by Sudeer Kiran on jeffbullas.com.

Audience

One of the biggest mistakes your clients may be making with email campaigns is failure to target the proper audience. Taking time in advance to identify who they want to connect with will help marketers optimize their ROI. If your clients want to sell hunting gear to local residents, for example, they should review audience demographics and psychographics. Several research studies, including data from the U.S. Fish and Wildlife Service and SalesFuel’s AudienceSCAN, show that hunters are largely men.

Personalization

On one level, your clients should direct their email blasts to male recipients. Wise marketers will also personalize their email campaigns. Some of this personalization could be gender-based. During a holiday promotion, sporting goods stores may want to target both men and women with discounts on items that are similar to items they purchased in the past. Personalized email can encourage buyers to stock up on gift items. Marketers shouldn’t underestimate the sales increase generated by personalized messages. At least one survey recorded an open-rate boost from 13.1% to 18.8% when personalization is applied to email messages.

It’s also a good idea to experiment with promotions. Consider offering discounts on hunting-related items to shoppers who haven’t purchased in that specific category before. You may pique interest and business from several buyers, which gives you an opportunity to store more information about their buying patterns and to target them with future promotions. Otherwise, you should consider excluding these customers from future hunting-related promotions.

List Management

Your clients may prefer to rely on their in-house lists for generating email marketing promotions. That’s fine, but it’s worth regularly reviewing that list. If you’re handling these campaigns for your clients, let them know you’ll be checking the list for bounce-backs and other undeliverable messages. Over the long term, list maintenance will help you produce better results on your clients’ email campaigns.

Email remains an effective and low-cost marketing strategy. Your clients can make the most of their email efforts when they pay attention to the details. Or, you could convince them to hire your organization to manage their campaigns after you promise to implement the recommendations made by Kiran.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.
November 10, 2017 Media + Marketing Tags: ,