Email marketing is becoming increasingly succesful in today's marketing mix: great ROI, fairly cheap, quick to implement.
And email is indeed a very powerful and effective way to communicate with clients and prospects. As a bonus, email is fully tracked and can be highly personnalised to develop a one to one communication strategy.
Having said that, we are still facing critical issues and I want here to list the top 10 issues, before eventually discussing them.
- How do I make sure my deliverability is the best it can be? My ESP is telling not to worry, but can I trust them?
- How do I get higher open and click through rate? I used to have 25% open rate and 5% click through and it is going down every month. What’s happening?
- How do I deal with inactive / dormant clients? You know those people I keep mailing but never react to my newsletters? Should I stop emailing them once and for all? By the way, I don’t even know how many inactive people I have…
- How do I segment my database? Everybody says I should do it but where do I start? I’m not even sure it’s really worth it!
- How do I make the most of my new addresses? I’m collecting thousands of new prospects and clients every month but I want them to be profitable asap. There must be something I can do.
- How do I reduce the time spent on programming campaigns? Email is very profitable and I should do more campaigns but I simply don’t have the time.
- How do I measure marketing pressure? And make sure I’m not over mailing my recipients?
- How do I keep recruiting new addresses? I’ve been contacting by loads of companies to use their services and I’m lost as to who to trust!
- How do I integrate social media? Everybody is talking about Facebook, Twitter… What will I get out of it? Should I even bother?
- How do I get rewarded for my work? Great campaigns, great results but I want to be the one who gets promoted!
There could be more or you could word it differently but I hope I’ve got the grasp of it. Don’t hesitate to give me your feedback as these are the issues I want to address with my clients.
Cyrille Saulnier