eMail Marketing

My recent experience of this with one of our partner companies has shown that as well as customising the offering in the email to segments of your customer base, you also need to be playing with other aspects of the mail to see what works. Don't expect instant success either building familiarity with customers takes time.

Here are a few examples

• Alter the subject of the email to find what works best, different calls to action work for different customers. Consider using product names in the subject line as these can be of more interest than another sale.
• Typically the email offers similar links into a site as might be seen on site menu system, however with limited space this cannot be identical. Therefore make sure the menus maximise the opportunity for that segment, if you are promoting jeans in the email replace the jeans link with another sales opportunity.
• The best time for sending an email campaign needs to be established over time. Don't believe what you read on the web that Tuesday's are the best or Wednesday's or ... if you look hard enough you will find every time is best.