Landing
pages
Specific landing pages speed up the entire
process of email marketing. A non specific landing page increases the amount of
effort that the visitor has to put in order to navigate through the home page
and then address the call to action.
Visitors will lose interest rapidly if they
are made to search for matter. Designing specific landing pages backing up a
very strong call to action, placed at prominent places in the email is a
priority. A lead will remember you for the ease with which he could find his
way through the website and not how attractive the home page is.
Personalized
listings
When a doctor receives a marketing email from
a company which specializes in hospital diagnostic equipment, the click through
and open rates are high. If this same mail reaches a restaurant owner, it is
almost nil. Hence the more personalization on the list, the more the client
will click through and have a look at the services on offer.
It is possible to send across specific deals,
offers and so on to customers who will actually use them. This decreases the
amount of emails sent, increases the click through rate, decreases the time
spent on avoiding spam traps and increases ROI.
Segmentation
By segmenting the list, we are able to track
the performance of the email campaign. Measurability is a very important tool
here. If we are able to quantify the amount of traffic that the email campaign
has brought to the website, then half the work is done. A systematic approach
to list building and segmentation achieves this goal.
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