I used to work at an email marketing agency with our primary delivery software to be hosted with Bronto Software (www.bronto.com)—a highly intuitive email composing, launching, and reporting tool designed to track an email recipient’s behavior.
Email software vendors (like Bronto), allowed me to segment consumers into groups (based geographic location, purchase stage, interests, etc.), and send them a message encouraging them to take the next step in the buying cycle. Based on the purpose of each email launch, I would personalize the email’s hyperlinks, copy, and images to match the interests of the consumer (based on information gleaned from client records). After deployment, we were able to see what consumers opened the messages, clicked on hyperlinks, or responded to survey questions. From this information I could recommend to my clients who consumers showed interest in their services, and the client could continue to target these customers with email and other forms of media.
Email is also an excellent avenue for performing tests. By randomly segmenting the audiences, I could launch several different messages, images, subject lines, calls to action, launch times, etc, then watch the results to see which test had the most successful response rate. By learning what worked in these tests—and arguably more importantly, what didn’t work—allowed me to better inform my clients what messages, images, etc. to use or not use, and then exploit the positive responses in future marketing campaigns to further enhance response rates.
So why is email important in the marketing mix? In this digital age, email marketing allows us to send targeted messages to customers in a cost effective way with proven ROI. With compliance to the CAN-SPAM Act of 2003, advertisers can reach out to a variety of consumers to introduce new products and services, and thusly cultivating the relationship with those consumers…directly from the comfort of the consumers’ own inboxes.
References:
http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003
http://www.bronto.com/
About Me
- eckramer
- Growing up in Atlanta, GA, I moved to New Orleans, LA to achieve my BBA in Marketing and Management from Loyola University New Orleans. After being displaced by Hurricane Katrina, I spent a semester at Georgia State University, but was able to return to New Orleans to achieve my degree. Following graduation, I returned to Atlanta to pursue a coveted career in advertising. Currently, I am working as an assistant traffic manager at a prestigious advertising agency. I am a self-motivated, organized, detail-oriented, advertising professional with a strong sense of project ownership and proactive approach to issue resolution. Although my background has been primarily focused on online media, I have the ambition to learn and master new technologies, processes, departments, and other innovative facets of the advertising industry including broadcast and print production, public relations, communications, and strategy. I interact with a variety of people, personalities, and overcome unique challenges on a daily basis in a highly-dynamic environment under strict deadlines. I am always looking to increase success for myself, my agency, and our clients.