If you’re looking to increase the return on investment from your email-marketing efforts, an email-marketing consultant may be the answer. But how do you find a consultant who has the expertise needed to identify and implement the improvements you strive for?
There have been many books and papers written about how to build or improve an email-marketing program. Making sense of it all, however, can be difficult. I’ve written this article to help novices gain the big picture of email marketing, while giving experienced email marketers a model for organizing their strategies for evaluating and improving existing programs.
As we recently passed midyear 2009, my team thought it would be a great idea to share the links to NewsLever’s “FulcrumTech Top Reads” that you, our subscribers, clicked on most since January. Interestingly, these articles remind us of some of the most important lessons for developing and implementing effective email marketing programs. So here we summarize what you may have missed along the way.
Your email service provider (ESP) can make a huge impact on the success of your email campaigns (for email newsletters or promotional email). Over the years, I have spoken with many prospects and clients who just didn’t know how much better they could do with the right toolset. As you evaluate your current email service provider (ESP) – and possibly search for a new one – here are some important questions you should be asking…
When it comes to email, people typically spend from 0 to a few seconds deciding if they’ll read it. That’s why it’s important to focus on one, primary purpose for each promotional email you send. In other words, decide on the call-to-action you want, and make sure everything works to support that single call-to-action.
So many businesses – both large and small – put lots of time and money into creating compellingly written and well-designed promotional online marketing campaigns. But then they point prospects to their company’s home page. This is one of the biggest mistakes you can make!