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Thursday, October 3, 2019

E-Mail Management in Digital Marketing


                        A database of 10,000 subscribers! I thought I was in luck, how easy can this be.  Then I sent out my first test ad to the masses. I was shocked to discover I had a 50% bounce rate within my list! That meant I was sending out to 10,000 people and only 5,000 of the intended subscribers were legitimate e-mail addresses. This was not going to be as easy as I imagined. I had a lot of work in front of me in order to clean up my database and reduce the 50% bounce rate to as close to zero as possible.
            Cleaning a database is not as challenging as it seems but it definitely can take some time. There are a few common reasons that can contribute to an excessive bounce rate.  The email addresses provided simply just do not exist, they may have common misspellings or any other possible anomaly. Segregate the known outliers within your subscribers. Look at your bounce list, fix the obvious and then dig a bit deeper. If you see that the email is just erroneous and does not have an valid customer associated with it then just discard it.  If you run across one that may be a bit out of whack but the subscriber left a point of contact number to be reached at then give that customer a call. Confirm their email is correct, thank them and continue to drive on.  To have a solid database of actual customers that want to read your line of advertising is much better than having 10,000 erroneous emails that go out to the world of digits and lost in the ones and zeros.
            Not challenging but time consuming. Especially if you list is huge.  Cleaning can be tiresome but very useful and effective.  One your list is accurate and valid send another test ad out and enjoy the results. Polish up the list a bit then it will be time for data segmentauion. What is that you ask? It is known as the act of dividing your subscriber database into various categories, not so unlike a Venn diagram, in order to separate amongst your subscribers their various likes and dislikes.  It may include categories such as their various attributes, requirements, likes, dislikes, hobbies and so on.  This can be utilized to better target your audience and ensure the ads sent to each of them are hitting an area of interest.
            A marketing campaign utilizing email to your customer does not need to be over thought. I look at it as a style in which I can communicate my wares to my selected audience in a way that will draw them to my site.  My intent is to obtain their attention with an offer or a carrot so to speak and snare them into looking through my website with the intent to purchase my products. For example, a marketing plan that works well on me is a frequent email I receive from Polo Ralph Lauren about every three days.  I cannot help but to click each one and open it.  What does it contain?  A simple coupon that runs until the next email is received. Especially during the holdays the discounts range from 35%-60% off total purchase.  How can you go wrong?  A simple ad that continues to draw customers to the store, website or desired market is the way to go.  Over complicating the process will lose the customers focus and your email will be quickly deleted and quite probably within a short timeframe placed within the dreaded SPAM folder.
            Utilizing a simplistic approach through coupons and quick attractive ads we can see who’s interest we have gained.  For those who chose to delete or simply not open our email I would challenge just that demographic with an extra special sale. The purpose of this is to hook them into wanting more! Once they see the deal they cannot pass up they will be more apt to continue coming back, opening my ads and wanting more.  Each time we do this however we must monitor the data gained. Constantly cleaning, adjusting and tailoring our correspondence to our audience.
            Analyzing the data we receive through interacting with our customers we can over time uniquely adjust our message to meet the changing needs.  Collecting the data, cleaning the database, emailing the clientele, interacting with their needs and utilizing the email service provider to establish a clear and concise message is the sure-fire approach to a successful email campaign.  Keep the customers needs first.  Look and adjust your ads to minimize deletions and SPAM association.  Continue to use headings and paragraph that break up the text, engage the customers and market your product!
            Finally, after a well defined and executed email strategy we may find ourselves marketable and profitable in the days to come.  Stick to your game plan and stay on target. Email strategies have been here a while, hey have proved themselves worthwhile and are here to stay a bit longer.  The time to get your branding out there to your customer base is now.  Best of luck!
Dodson, I. (2016). The Art of Digital Marketing. Wiley.

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