It’s that time of the year when your customers, partners, and prospects should know and get excited about your latest product and service innovations. Despite the variety of social media channels, pundits claim nothing beats good ‘ole targeted email campaigns!
Learn key features by watching this short video: How to create a campaign and campaign mail in PlanMill
However, remember there are key rule of thumbs when sending email marketing messages, some of them encapsulated in this TOP DONT’S IN EMAIL MARKETING ACQUISITION.
- A bigger list doesn’t necessarily mean a better list. People who receive emails they have not voluntarily opted in to may not directly complain to the sender, but they’ll complain to their ISP or their social network.
- Don’t purchase email lists. Sending unsolicited email messages is a big mistake.
- Don’t neglect inactive addresses. The key is to segment your database into inactive and active addresses and send them emails accordingly.
- Don’t expect too much. A very large but generic email list might only average a response rate of 0.3% while a highly targeted, customer segmented niche list might score more than 50%.
- Don’t keep your email campaign separate from your overall marketing strategy. It costs more to acquire a new customer than to cater to the ones you already have. In challenging economic times, keeping existing customers loyal and deepening their relationship with your brand is critical.
Customer retention, as we know, is a big challenge but it is also the most crucial for any successful service business to flourish!
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