It’s been a crazy busy summer, and now everyone is staring down at the final quarter of 2008. So, the questions are coming into FulcrumTech about how to get prospects down the sales funnel with email newsletters, promotional email, and other forms of email marketing. MarketingSherpa has a great chart that mirrors what we typically describe, and it provides a number of great metrics to measure at every stage.
When it comes to building a great email list, there’s no quick fix. Some people may be tempted to purchase a list, but that’s an approach I recommend against. “Home-grown” email lists require substantial time and ongoing effort, but the list quality, ROI and ultimately your online marketing success are worth the investment. In this feature, I identify six major list-building strategies, as well as provide a few specific ways to effectively implement each of these strategies.
Tables are an essential part of HTML e-mails. Despite the world (slowly) moving towards CSS for formatting and away from tables, HTML e-mails are not (yet, anyway).
Online Marketing Is the Most Cost-Effective Way to Go — If you do any marketing, your company should focus its efforts on the most cost-effective option. Online marketing, including e-newsletters, email promotions and search advertising fit the bill. E-newsletters can be an important tool in a downturn because they nurture prospects, deepen relationships with customers, and establish you and your company as experts in what you do. If it’s tough to get the quick sale, focus on building the relationship. When things turn around, your list of prospects and customers will turn to you.
I always preach testing.
Test your subject lines, test your color usage, test your titles, test EVERYTHING. But sometimes it’s necessary to just start with a clean slate and try some radically different and new ideas. Just blow away your old website and your little font size changes tests, and design a brand new one! Blow away your old templates and create a new one!
Let’s say your email campaigns have open rates of about 25%. Is it the same 25% of the people on your list opening the emails every month? Do you know how many people on your list are inactive users – haven’t opened an email for 6 months or more? If you don’t know the answers to these questions, it’s time to find out. In this month’s feature article, we talk about why it’s important to know the numbers of active versus inactive users on your list, steps to effectively re-engage inactive users, as well as ways to keep your subscribers actively engaged.