Making the Most of Your Email Marketing in 2012

If you think email is over, you’re wrong. But this is a popular time of year for people to unsubscribe from email lists that aren’t providing any value, so why is email important and how can you make subscribers stay?
Photo from Flickr user Cambodia4kidsorg.

It’s totally customizable! You can tailor email messages to your customer’s latest purchase, stated interests, location, or age. Whatever data you have on your customers can be used to make messages hyper-relevant. The more relevant your message, the more your subscribers will appreciate it an stay on your list. Ever try customizing your tweets?

You can test and re-test! Testing subject lines, images, and PS text will help you understand what drives your audience. Test a small portion of your email list and then send the winners to your larger list, driving up your open, click-through, and action rates. Testing also provides you with a scientific basis for your marketing strategy. Strategic proposals that are proven winners are likely to get more support from your executives and investors.

It's economical! Unless you are paying sites like Groupon or LivingSocial to do your email marketing for you while you deeply discount your products, email marketing can be very cost-effective- much more so than doing large direct mail campaigns or major ad buys.

Email should be a key part of your multi-channel strategy for 2012. It can help you generate leads, qualify customers, predict which products will be winners, and drive repeat business.

Drop me a line if you'd like to talk email marketing strategy.

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