Karen Talavera, President of Synchronicity Marketing, spoke this afternoon about the importance of email marketing, and what you can do to get started. The the challenge being that the volume of email is increasing and consumers’ attention span is decreasing, here are the top 10 things you need to know about email marketing:
- Comply with the law.
- Build your list. Make it easy for consumers to opt-in, and give them some value for joining your list.
- Use permission. This isn’t a law, but definitely a best practice.
- Segment. By sending different messages to different parts of your list (by demographic, preferences, lifestyle, etc.) you’re giving your audiences more value.
- Messag to Customer Lifestyle. Think conversation, not broadcast. Also, not all of your customers are at the same stage with you. Some are prospects, some are new customers, some are loyal customers.
- Be relevant. Think about what’s in it for your customer.
- Optimize Creative Design.
- Test. Track responses, the email creatie, the landing page to which you’re driving traffic. See what’s working and what’s not by using test groups and establishing controls.
- Clean and manage your list. Make sure your list is as accurate as possibly by getting rid of undeliverable emails and those that have opted out.
- Measure what matters.
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