As we’ve said many times before, email marketing is a highly effective tool for helping achieve your business objectives. It’s great at generating revenue, driving traffic to your website and creating new leads. But which is the most effective email marketing tactic to drive results?
Well according to a survey published over at eMarketer, the answer is:
Create relevant and compelling content.
This proves to be the most effective tactic for achieving email marketing objectives in both B2B and B2C companies.
The second most effective tactic is to segment your email database.
The key to effective email marketing is sending the right content to the right people.
Interestingly, both creating relevant content and segmenting the database were also listed as being amongst the most difficult to execute. This has certainly been my experience too. But it’s worth investing the time to get these tactics right because ultimately — they work!
I know from firsthand experience that creating relevant and compelling content on a consistent basis is hard. But there are plenty of places to look for inspiration. You can find hints into what your audience cares about most by looking at your email reports. Keep an eye out to see what content gets the highest number of clicks.
I also know that databases can be tricky to work with. A lot of marketers I speak to feel that it’s the one area that really holds them back. Often marketers don’t have the actual customer data, or the ability to easily group them into segments.
This is why Vision6 makes it easy to conduct customer surveys that collect information from customers and updates their profiles accordingly. It’s also why we’ve built features such as Spreadsheet View and Advanced Search that help sort your customer databases and keep them clean.
As the eMarketer survey suggests, there are many tactics that work together to formulate a successful email marketing strategy. Whilst some are more effective than others, a healthy email marketing strategy combines a mixture of tactics and tests different approaches to see what works best for your audience.
So now it’s over to you. Are you already using these effective email marketing tactics? Are you using others? What’s proving to be most successful for your business?