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BizReport : Email Marketing : November 29, 2011


3 Email tips to push holiday campaign ROI

With the buzz about mobile and video advertising, it is important for marketers to remember that ad options like email are still quite viable. Although consumers are converting to mobile device use in record numbers, those mobile devices all offer consumers the ability to stay in touch with email from a remote location. And, according to several studies, one of the most common tasks performed on mobile devices is checking email. Here are our tip three tips to improve email engagement.

by Kristina Knight

First, don't send too many messages. The number of marketing messages sent over the Thanksgiving/Black Friday shopping days spiked. Not necessarily a bad thing but the result may be overloaded consumers who begin randomly deleting messages. Responsys Research Director Chad White suggests, instead of sending several messages in a single day or touting a single sale, ensure the content of each message is relevant to a segment of your email list. A note: while segmenting the email list, clean it up, too. Delete non-responders or bouncing messages.

Second, make your retargeted email message different from other messaging. Solutions like mediaFORGE's Email-Initiated Display Retargeting can help to re-engage shoppers who have abandoned carts or clicked-but-not-converted. Through the solution merchants can target email messages using relevant content and messaging different from other retargeting efforts - giving a more fresh appearance to the messages.

Third, and not just for the holidays, invest in solid email intelligence so you know when messages bounce, which consumers are engaging with messages and so on. GetResponse has released a suite of tools to help marketers analyze email campaigns by tracking conversions from the website rather than by using software from another site. Their tools offer results for website visits, sign-ups/downloads and sales.






Tags: email content, email marketing, email tips, email trends, GetResponse, holiday messaging, mediaFORGE, Responsys








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