On Wednesday 6th and Thursday 7th September the email marketing industry headed to London's Earls Court for the ECMOD show. ECMOD is an event designed for B2B and B2C marketers who specialise in online retail and print catalogues.
Over the course of two days visitors were able to browse a variety of stands including Catalogue Exchange, PayPal, and Photolink Creative Group and Pure360 were on Stand 222, thanks to all who visited us, it was great to meet you!
Visitors were also treated to a number of seminars with speakers such as Robin Goad from Hitwise covering Online Retail Trends and key learnings for retailers for Christmas 2010, Lars Hilse from SensorPro Research getting to the bottom of whether Facebook is right for you, and of course our very own Marc Munier who talked about How to increase your online marketing conversions and what marketers can do now to get more people buying using email marketing.
The key takeaways from the seminar are below to help you get the most from your email marketing to increase conversions.
Focus on conversions
Focus on what you want to achieve and measure it - otherwise there's no point in the campaigns.
Get more out on campaigns by using tools such as Google Analytics for this, ESPs will be able to integrate with these. Tracking where your customer visits on the website is key - if you know where they click the most you can tailor your email marketing to take visitors to the most appropriate pages.
Call to actions
Keep it short and make them clear! This way you are more the likely to capture their all important details. Make sure there aren't too many, they won't like it if there's too much to do.
Top tip: Why not use a YouTube 'play' image as a click through, people often can't resist clicking!
Re-target
Make the most of the customer when they're new to you and follow up the initial email. Don't worry if you don't have the time - recent research from the DMA shows that html emails have only a slightly higher click rate than plain text emails. It's better to send something out than nothing at all - if the content's good, it doesn't matter if doesn't look too pretty.
Capture that data
Everyone wants to feel special so segment and personalise - say hello! It's all in the subject line. You can ask for their point of view on your latest product and don't be afraid to ask why they haven't been in touch (if they haven't). If you're not lucky enough to have their data give them something they want - try discount vouchers for example.
Welcome subscribers and start off on the right foot
When customers are new subscribers they are most reactive so make sure you email them while they are engaged - otherwise it may be too late. New subscribers are like new relationships so make sure you tell them how you feel. Strike while the iron is hot and tell them: 'It was nice to meet you,' so they like you and have a good idea of what the relationship will be like moving forward. Have a great landing page, cut down on copy, and get people onto your site as quickly as possible.
Don't make promises you don't keep after click through.
What to do post click and how to seal the deal
The best lead you can have is 'I was recommended your product / service' so if you're lucky enough to have one of these leads make sure you follow up with an email afterwards and make them feel special!
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