Newsroom HomeBlogsStoriesSoundtrack ProjectNewsroom ArchivesChamber Home Page

Measurement - the Holy Grail of Marketing

Editor’s Note: This is the second in a two-part series. Click here to read Part I.


Measurement is the Holy Grail of marketing. A savvy marketer would naturally prefer to invest his dollar in a strategy with a measurable return on investment versus one without.

Sixty percent of marketers report that email marketing produced a measurable return on investment according to MarketingSherpa’s 2013 Email Marketing Benchmark Survey of over 1000 marketing pros across the country. Not surprisingly, numerous studies also cite that businesses are increasing their investment in email marketing this year.

To produce a strong return on your email marketing investment, first deliver on these fundamentals: properly grow your email database, write an engaging yet succinct subject line, and design with mobile in mind. With that foundation in place, consider these advanced strategies for improving your return.

Professional email platforms have offered “trigger” capabilities for the last few years, allowing you to automatically send lightly personalized emails to customers based on an event that has occurred. 

Consider more sophisticated triggers than the traditional welcome or thank you email after a new subscriber signs up or a customer places an order. Try sending a request for a customer review 30 days after purchase or recommending an add-on product or service to accompany a recent purchase. Require that site visitors wanting access to premium content – such as white papers or industry research – provide you with basic contact information including an email address. Shortly after the download, send a trigger email offering additional related content to continue the conversation.

Automatically send emails to prospects when they move into each new step in the sales process. Consider a question-and-answer format addressing a common concern at that stage in the sales cycle, such as “I bet you’re wondering how our service stacks up against the competition.”

Today’s consumer relies heavily on social proof – what other consumers have to say about your brand – before making a purchase. With this knowledge, expedite the sales cycle by including in your email campaigns customer reviews or positive customer tweets or Facebook posts.

Ensure that your campaigns have a single call to action. Any more will cause indecision and a delayed response, which generally lowers response rates.

Email marketing is one of the easiest of all marketing channels to test. With each email campaign, divide your audience in half and test one element against another. Consider testing two subject lines, two headlines, two different distribution days of week or times, or two different “from” names.

In fact, the ease with which you can test one email marketing strategy against another allows you to break all the so-called email-marketing rules and determine what works uniquely for your brand.

Lori Turner-Wilson is an award-winning columnist and CEO/Founder of RedRover, a sales training and marketing firm based in Memphis, Tennessee – www.redrovercompany.com. You can follow RedRover on Twitter (@redrovecompany and @loriturner) and Facebook (facebook.com/redrovercompany).
Posted: 3/10/2015 7:30:00 AM | with 0 comments
Filed under: email, Lori, marketing, measurement, RedRover, Turner-Wilson




Comments
Blog post currently doesn't have any comments.
Leave comment Subscribe



= three + one

SMALL BUSINESS
Your business may be small, but that doesn't mean that your impact can't be huge! The Greater Memphis Chamber's Small Business Council serves to encourage, support, recognize and be a resource to small- and medium-sized businesses in the Memphis area. Here, our talented panel of contributors will present big ideas that could make a huge difference to your small business. And don't be afraid to ask questions ... no matter how small.

CONTRIBUTORS
VOSS GRAHAM
Sales & Small Business Ownership
Voss W. Graham is CEO and Senior Business Advisor for InnerActive Consulting Group Inc. He is known by his clients as "a knowledgeable partner who helps our team achieve business growth." He provides practical experience as a small business owner for over 29 years, yet is often engaged with Fortune 500 companies in the development of their people and business strategies.

OBSIDIAN PUBLIC RELATIONS
Public Relations
Several professionals and strategists from the local Obsidian Public Relations firm provide excellent advice on everything from research to media relations to event planning. They believe that all companies, no matter how big or small the company or its budget, should have a public relations plan driving how they manage their relationships with key stakeholders. Public relations is an integral part of doing business the right way.

JOEL MYERS
Human Resources
Joel Myers is a career Human Resources professional, with over 40 years in the field including 26 years in consulting.

TOM PEASE
Small Business Advice
Tom Pease is a small business owner of an office equipment dealership called e/Doc Systems, Inc. He has also owned a full-line Kawasaki dealership as well as a document shop. He used 30+ years of experience in owning a business to author two books, including: Going Out of Business by Design: Why 70% of Small Businesses Fail and Small Business Survival 101. He also has published 85 columns in The Memphis Daily News as the Small Business Advisor.

LORI TURNER-WILSON
Marketing & Public Relations
Lori Turner-Wilson is CEO and Founder of RedRover Company, a sales development, marketing and PR consulting firm. Lori works with companies large and small, from start-ups to mature organizations, to help them improve the productivity of their sales force and the return on their marketing investment. Lori writes a weekly syndicated column for the Daily News, Memphis News, Nashville Ledger, and Desoto Times, among others, titled “Guerrilla Sales & Marketing,” for which she won a 2011 Summit International Award and 2012 International Communicator Award.

INFERNO
Design and Digital Strategy
Founded in 1999, inferno provides brand development, advertising, public relations, design and digital marketing services to clients across a broad spectrum of industries. Headquartered in Memphis with a satellite office in Kalamazoo, Michigan, the award-winning firm produces results-driven work by passionately combining strategic thinking, creativity and culture to ensure the success of its clients. For more information, visit www.creativeinferno.com.

FISHER PHILLIPS LLP
Labor & Employment Law
Fisher Phillips attorneys are ready to help you take a stand: in court, with employees and unions, or with competitors. Fisher Phillips has the experience and resolve to back you up. That's why some of the savviest employers come to the firm to handle their toughest labor and employment cases. The firm has 350 attorneys in 32 offices, including Memphis. For more information, visit www.fisherphillips.com.

PARAGON BANK
Finance
Since its founding in 2005, Paragon Bank has maintained a solid focus on the community and customer service. For more than 10 years, Paragon has delivered innovative products and financial expertise, convenience, and a deep understanding of what both businesses and individuals need from a ban, in order to provide solutions that make a difference. In the areas of business or personal banking, lending options or wealth management, Paragon delivers cutting edge technology, an experienced team and the most service-oriented staff of any community bank.



Syndication

RSS