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Posts Tagged: Email Newsletters

Use business intelligence to segment your emails

There are three types of business intelligence you can collect from email marketing: Existing (what you have already on the subscriber), collected (what subscribers provide, as in sign up forms) and generated (metrics resulting from your email sends). I’m going to do a series of these posts, highlighting an example for each of  three.   Today’s

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How your local newsagent can provide subject line ideas ….

The print world has made a high art of selling issues. Newspaper and magazine editorial teams know exactly how to entice us to pick up a copy …  They know all about screaming headlines, tapping into our curiosity – and touching our keen interest in a subject matter. Have you ever purchased a publication because

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Increasing clicks in your emails with the use of microsites

Marketers understand the power of including links in an email. They generally create and send emails that have calls to actions through external links, e.g. to a specific landing page on the website created by their IT team, to a deep link on the website – or simply a link to the home page of

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16th May – online International Email Marketing Summit

A wide ranging group of email marketing experts are gathering online to impart their knowledge to you on Wednesday, 16th May at the International Email Marketing Summit. I’ll be conducting my webinar/segment on CONTENT … always a top challenge for marketers … So, join me at noon on Wednesday 16th of May: denise cox: “Creating

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Plan for images off in your emails …

In today’s inbox it’s quite possible that your email will be viewed with images off. As you can see by the image above, if you haven’t thought about how images are used in an email, it can mean your message is not seen – nor is the call to action visible. But, rather than panic

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Ten reasons for moving your newsletter from print to email

The Top Ten reasons – there are plenty more, but it’s a good start:

10. Email remains extremely popular. A recent Stanford University study found that 90% of the 4,000 participants said email was their #1 activity on the internet. Ten years on, despite everything – e.g. spam, new communication channels – email remains the backbone of all digital communications.

9. Your publishing costs will be slashed and lead times shortened. Long lead times, printing, and postal costs will all dwindle when you move to email. You’ll also be able to insert important news right up to the Send. Caveat: Do not mistake email communication with your customers and prospects as "cheap" or as a reason to start sending more communications. Yes, it is cost effective, but email marketing must be handled carefully or you will hurt your company’s brand and recipient relationships. "Nurture don’t numb". It’s not about volume, it’s about relationship building.

8. Email newsletters excel at customer retention. In this day and age anyone can find anything cheaper and faster on the internet. Often the only key to holding customers, particularly in Business to Business (B2B), is through loyalty built by reputation and customer care. Retaining customers helps your bottom line: the 2005 Harvard Business Review stated that cutting customer defections by just 5% can boost profits between 25% – 95%. Newsletters allow you to remain front of mind. Aside from offering value, such as helping them maximise their investment in your products and services, it’s also a tool for cross selling and up selling. (Five keys to a successful newsletter)

7. Email newsletters can be a powerful acquisition tool. But this will only work if there is a "quality vs. quantity" attitude. Rather than finding as many new email addresses as possible, companies should spend time and budget getting qualified targeted prospects. First understand the life cycle of your products and services, and then the purchase cycle of your prospects – all of which will help you turn them into customers.

6. You’ll be able to customise the content of each newsletter. You can do this through segmentation, or through personalising elements of the newsletter. This will be based on the data that you have, some of which will be customer profiling, some behavioural. If you don’t have this depth of detail, there are still ways to begin providing personalised relevant content to subscribers.

5. Email newsletters are a top ROI tool for your website. In a previous post I noted Jakob Nielsen’s article saying newsletters offer good Return on investment (ROI) because they “let you maintain a relationship with your customers that lasts beyond their visits to your site. …. plus, they have one more benefit: they are the primary way to liberate your site from dependence on search engines." (Email Insider provides lots of stats on email’s ROI.)

4. Email newsletters are easy to pass along (or print off). Your newsletters will now have a life beyond the recipient’s inbox. Subscribers can easily forward a copy of your newsletter – while retaining their own copy – that they think might be of interest to someone else. They can also choose to make a print edition of the newsletter if they”d like.

3. You’ll be able to easily and quickly test anything in your newsletter. The world of testing is your oyster with email – you can test subject lines, offers, calls to action, time and day of send to see what works best BEFORE you do your full send. (All about testing)

2. Your newsletters will now be measurable. You will now have access to an array of statistical information and insight into recipient behaviour – identified opens, who clicked on what, who converted with what calls to action, among many measurements. (Email Marketing Metrics)

And the #1 reason: Email allows your newsletters to be Timely, Targeted and Relevant. These are the three key elements to your success. Email gives you the facility to send newsletters to the right recipient, at the time most convenient to them, offering content that matters to them.

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Email newsletters as a customer sensing tool

In the current edition of The Marketing Leaders I write about the use of email newsletters as a customer sensing tool. This term refers to the fine-tuning of communications based on an individual’s behaviour or triggered by an event (e.g. shopping cart abandonment). The flexibility of email, including the ability to let the customer decide what they want to receive, allows marketers to refine what is sent with each mailing. (Article)

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Example: personalise by simple data segmenting

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I talk ALOT about sending targeted, personal and relevant emails to your subscribers. Perhaps it sounds like too big a challenge – but really it can be done simply, and in incremental steps.

A customer taking this approach is Robert Wentworth-James, CLM’s Head of Sales & Marketing.

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