The evidence is overwhelming — email list segmentation is a best practice that can dramatically improve email-campaign results. In a previous NewsLever feature, we gave five tips for segmenting email lists to help boost return on investment. Here we expand on that advice with five more ways to segment your email lists.
There’s been a lot of buzz about the inevitable demise of email marketing. Sure, email inboxes are crowded, and social media is playing an ever-increasing role in influencing consumers’ decisions. But the idea that email is a beat-up old dinosaur just isn’t true. Email remains one of the most profitable marketing channels today – and will remain so into the future. If you need some ammunition to justify email marketing in your company, here are the facts.
There was a recent article in Forbes magazine — “The Death of SEO: The Rise of Social, PR, and Real Content” — that sparked a lot of controversy in the industry. In the article, a top SEO consultant is quoted as saying, “Google is in the process of making the SEO industry obsolete; SEO will be dead in 2 years.” Will there be a change in the way SEO is done over the next 2 years? Absolutely. But I strongly believe that the buying and selling of strategies to determine what marketers need to do to rank high on the search engines will not go away.
A/B split testing is a great method for optimizing your email-marketing campaigns. And you may be surprised how easy implementing it is. Basically, it involves testing two versions of your email among a small group of your subscribers, determining which version gets the best results, and then using the winning version for the rest of your subscribers. You may also want to use this method to test elements of website landing pages.
What technologies are your subscribers using to open your emails? With this information, you could modify your messages to accommodate the device preferences of your audience. The right changes could have a significant impact on the results of your email campaigns.
Since starting FulcrumTech, we’ve worked with numerous clients and prospects who have been frustrated by how to justify their email-marketing programs. Specifically, they want to know how much they’ll get in return from a certain level of marketing investment. Until now, there hasn’t been a way to accurately calculate email-marketing return on investment (ROI). To address this problem, FulcrumTech developed a sophisticated, web-based email ROI calculator called ROI GoalsetterSM.