Prospects and clients sometimes come to me in frustration about an email newsletter, a Web site, or a Web page that just isn’t doing the job. They believe they’ve crafted a really appealing offer, but there are so few takers, and they are wondering why?
Just last week, a prospect called me to say that his firm’s newsletter wasn’t generating the leads he was expecting. When we talked through the problem, it became quite clear that there was no value proposition, no compelling solution or offer, and no clear call to action. As it turned out, my prospect was missing the boat on the fundamental success factors for developing a successful landing page. The good news is that by knowing what he was missing, he could take the necessary steps to fix his program.
A recent MarketingSherpa study found that 78% of business to business (B2B) marketers see the impact of email continuing to increase; for consumer marketers, it’s 69%. We can’t emphasize it enough, however – there are many variables that will determine if your email campaign delivers the results you’re expecting – whether these campaigns are retention, transactional or prospecting based.
What can you do to create a well thought out and executed email campaign? Read this article and we’ll introduce you to 7 important factors to consider when planning your next email marketing campaign.