Email Marketing Best Practices:
Six Easy Engagement Tactics that Work
By Megan Ouellet, Director of Marketing for Listrak
May 14, 2009
If you're still thinking of email as a means of blasting out your marketing message to your entire subscriber base it's time for you to adopt better sending techniques. Just because your subscribers gave you permission to email them doesn't mean that they care about everything you have to say. If you continue to send them every message that comes out of your marketing department, you'll lose them. And right now, when customer retention is paramount for so many businesses, losing subscribers will negatively impact your bottom line.
Relevancy is the key to subscriber retention. If you engage each subscriber with relevant information and offers, they'll continue to read and respond to your email messages. And the key to relevancy is the ability to segment your list.
According to MarketingSherpa's "Email Marketing Benchmark Guide 2008", click rates for segmented email campaigns were double those for broadcast, non-segmented campaigns during the first 30 days of subscription. After 90 days, click rates for segmented campaigns were five times higher.
Listrak 4.5 features six new automated profiling tools that make segmenting your lists quick and easy. When used with Listrak's dynamic profiling feature creating relevant email campaigns is a snap.
Listrak, an innovator in the email marketing industry and the email service partner to companies like The Islands of the Bahamas, Hitachi, and Motorola, has published the following white paper to show you how the new profiling filters work and to offer suggestions on how you can use them to send each of your subscribers individualized, relevant messages that keep your audience members engaged with your brand on an ongoing basis.
