Max Out Your Client’s Inbox.

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LSM Todd Wiseman and SME Dave Verhagen talk email and the best practices that can have you maxing out your client’s inboxes.

There are three important benchmarks that must be discussed and agreed upon prior to building and launching a successful Email Marketing campaign.


WHAT ACTION DOES YOUR CLIENT WANT THE RECIPIENT TO TAKE?
Setting a clear objective for the campaign is a key component of formulating your email strategy. Once a goal is determined, you will have a much better idea as to what content should be included, as well as the timing & frequency that should be used to ensure a successful campaign.

All marketing is measured by sales and it’s important to have a strong call-to-action with clear, concise creative that leads the recipient to take an immediate action. For example, if you’re looking to ramp up registration for an event, with the end goal being the recipient buying a ticket, the content of the email should speak to how attending the event will benefit the recipient & the CTA will be a link to register. Other links can still be included in the email, but the main content and focus of the email should work towards one primary goal.

In other cases, the goal will be focused on the long-term. Clients with goals such as generating awareness for their brand or a particular cause might focus much more on providing incremental information over a longer period of time, in the hope that the recipient might convert further down the road.

For example, a client who is looking to raise awareness for Type 1 Diabetes, with the end goal of getting people involved with their cause might initially provide articles related to Type 1 Diabetes and how the disease impacts the people who suffer from it in their first email. In subsequent emails they may show how people who’ve gotten involved with the cause have been able to make an impact through contributions of their time or through donations and provide a donation link or information on local events that they can take part in.

WHAT AUDIENCE IS MOST LIKELY TO RESPOND TO THE CLIENT’S OFFER?
Once you’ve decided on what action you’d like the recipient to take, the next step is to build out an audience that is likely to respond to the client’s offer. We have over 250 data selects at our disposal, giving us the ability to target very specific audiences based on demographic, behavioral & geographical data. There is are many data select catalogues available to preview the potential audience breakdowns and help the client assess possible targeting combinations.  Audit your targeting parameters, campaign goals and budget in order to build a list that reflects this information. As with any marketing strategy, consistency is key.  It’s almost always best to recommend a frequency campaign but that decision should always be assessed independently.

So, for example, if a local Mercedes Dealer wants to increase their market share in Northern Virginia, what would you recommend? I would target say males, 35-64 with $150K+ HHI.  I would also look at an email list auto intenders and even cross-reference that list with luxury auto intenders, along with current owners of Mercedes-Benz vehicles who have had their car for at least 4 years. Push that audience segment against a competitive conquest list of brands like BMW, Audi, Porsche & even Honda, due to the similar price points and model entries. You can even target by poor, fair, good & excellent credit. Poor/fair credit would be great for a second-chance used car dealership, while good/excellent would be a good fit for a dealership with a focus on new vehicle sales.

  1. HOW WILL YOUR CLIENT DETERMINE THE SUCCESS OF THE EMAIL CAMPAIGN?

Open and click-thru rates are two of the most common ways of measuring email campaign success, but there will be times where the client requires something more tangible. One option would be to have our team provide a match-back report for the client (which we’ll talk about in more detail later), but while this is a great way to determine ROI, it doesn’t always give the client the clearest view of the “big picture”. By using Lead-Capture pages in conjunction with Match-Back Reports, we are able to give a much more accurate representation of the total value of the client’s email campaign.  A Lead-Capture page may act as a landing page for all traffic stemming from the email blast.  If the client is using this LCP exclusively for the purposes of tracking the blasts, they we can safely attribute 100% of traffic and engagements on and through the page to our email efforts.

As you can see, establishing these three important benchmarks are your keys to success in building a successful email marketing campaign that will have legs throughout the year.

_Matthew Morris; Consumer Insights Strategist, WUSA9, Washington, DC
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