Putting the buzzwords into practice – part one

There look set to be some major developments for email marketing in 2008. The buzzwords of the year are ‘integration’ of email in the marketing mix – online and offline; ‘relevant and timely emails’ – getting the right message across to the right person at the right time; and ‘video’ – incorporating it into email campaigns to achieve better engagement and higher response rates.

This month we look at the benefits of integrating email into your overall marketing strategy and the importance of relevance and timing. Check back next month for the benefits and considerations of video in your email messages.

Email as part of your marketing mix

Email alone can achieve a higher response rate and ROI than most forms of marketing promotion but using it alongside other online and offline activities can compliment your campaign and increase the overall impact of the message.

Email is reportedly one of the key areas of investment for online advertisers this year, emphasising the effectiveness of the medium.

Not long ago it was rumoured to be a dying fad but rather than become bogged down with deliverability and creative issues, software developers have introduced new and innovative ways to overcome these and today email is recognised as being integral to the overall marketing strategy of any successful business.

Above the line promotion, used as a way of raising awareness of your brand, product or service, achieves an even better response when used in conjunction with below the line activity such as direct mail and printed media.

Use of email as the direct route to your target audience, rather than direct mail, allows for tracking and measurement of response rates in real time so you can be sure your below the line efforts are paying off and not going straight in the bin.

Relevant and timely emails

With the predicted growth of investment in email marketing this year there will inevitably be a tougher battle for attention in the inbox. To compensate for this rise in competition, senders need to make sure their campaigns are relevant to the recipient and emails are sent at the optimum time for when the recipient is most likely to open them.

It’s fundamental you capture the right information about your recipient and make the most of it by ensuring what you send is what your recipient wants.

Don’t just deliver the same message to everyone on your database – look at the different characteristics of your recipients; their purchase history and personal interests as well as their socio and geo-demographic background.

Segment your data according to the answers to the above and tailor your messages. Make use of dynamic content features, which good email marketing software providers will offer. This allows you to include specific content in your email that is relevant to a specific group within your database.

Read more about dynamic content.

Make sure you review recipients’ interactions with past campaigns and use the findings to gauge the best time to send your next email. If you’re currently receiving low open rates, try a different day and time, then review them again.

By using dynamic content, personalised subject lines and better timed emails, you create a one-to-one communication experience for your recipient – thus building a stronger relationship.

Furthermore the recipient’s interaction with your email can be monitored and your CRM or marketing analytics database updated accordingly. This information provides a clear understanding of who is interested in what and allows for even better targeted campaigns in the future.

For further information concerning relevant and timely emails read our article "on time on message" from September’s newsletter, or see how LA Fitness made use of well-timed emails to improve their membership renewal strategy.

Next month, find out about the potential of using video in your email marketing campaigns and some of the stumbling blocks to be aware of.