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By Neil Anuskiewicz
For those already doing email marketing for a relatively low cost you could increase the amount of time and energy you put into your email marketing to increase your ROI. This means striving to improve your content, offers, and make use of some features of your ESP that you may not currently be using. For example, most ESPs enable you to segment your email lists by demographic or other criteria (e.g., city). In addition, many ESPs enable you to send out triggered emails based on a number of criteria, including sending emails at set intervals from the day the user subscribes to your list (sometimes called "drip marketing") and date-based triggers, such as a special offer email on someone's birthday.
If you have not yet started using email marketing, this is a great time to start. You will want to evaluate Email Service Providers (ESPs), which hosts email marketing services on their servers. While you control your email marketing account and send out emails using a Web browser interface, the ESP's servers and Internet connections do the heavy lifting.
Look for an ESP that provides delivery reports, open rates, click-through rates (CTR), bounce handling (both hard and soft bounces), an automatically placed unsubscribe link in each email, feedback loops with the major ISPs (complaint management), and Google Analytics integration.
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