According to the iStockAnalyst, the number one shortcomings of email marketing today is the lack of targeted email marketing strategies. This can lead to an enormous loss of money, time and effectiveness which can seriously impact a business's bottom line. In the current economic climate, businesses, whether small or large, simply can't continue to ignore this problem in email marketing any longer. The solutions to the problem are not difficult, but they do take time and effort to evaluate if your target email marketing is actually reaching your clients. Here are some recommendations that will help your targeted email marketing strategy yield real results:
1. Start a comprehensive testing program. Unfortunately, this is a step that many email marketers cut short, figuring it's enough to send out a mass email and hope it generates sales. However, targeted email marketing is much more effective if you can identify the ideal recipient of your information and tailor your message to appeal to them. The only way to do this is to test, test, and test again. It may seem like a lot of effort, but the truth is it will save you much time and trouble in the long run.
2. Use basic segmentation. In order to generate better CTRs and opens, segmentation based on location and past behavior can significantly raise conversion rates. This means utilizing your reports on a regular basis and implementing changes as are appropriate. Targeted email marketing based on segmentation is proven to produce improvements when initiated.
3. Clean it up and keep it clean. iStockAnalyst estimates that only 15% of email marketers clean their lists on a regular basis. This means the targeted email marketing on which you are spending so much time, effort and money is basically useless because it is going to bad addresses. Cleaning your list and keeping it clean allows to add more viable addresses and insures your promotional materials are reaching a live audience. It stands to reason a clean list will yield much better results than a list full of undeliverable addresses.
Although we can all wish that targeted email marketing was as easy as just sending out a pretty email to a huge number of people, unfortunately things don't work that way. In order to increase opens and CTRs leading to better conversion rates and increased sales, it takes effort. Fortunately, some of the suggestions made by experts can be automated, but reviewing reports and making sound business decisions is strictly in the hands of the marketers. Email marketing has proven to be a successful and powerful tool for large and small businesses, but only if it is used properly. Targeted email marketing may take the investment of time and money, but it is an investment that can pay off huge dividends and an increased ROI.
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