Build your brand with dedicated email campaigns
I was at a Savor The Success masterminding event last night and it was a true community affair. We took diligent notes as each person (almost) went to the front of the room and shared their best marketing tip. There were more than twenty! Then, afterwards, we broke into groups of 8 and did some personal masterminding to solve a marketing problem for each of us.
One of the women in the group has a very successful social media business. It’s rapidly expanding and she’s looking to make the leap into an office space. To be prepared, and handle the responsibility, she’s looking to take on more clients and wanted to get suggestions for some highly leveraged communication.
I told her about dedicated email campaigns and how I’ve seen such great success with them in the past, both for myself and for my clients. A dedicated email campaign is one (typically) that someone sends on your behalf, sort of like an endorsement, where the total focus of the campaign is yours. I’ve seen it used to build awareness, build a subscriber list, promote a contest or sweepstakes and of course, to open the door for new clients.
The key metrics you want to look for when considering a dedicated email campaign are the following (be sure to ask the advertiser this BEFORE you decide to move forward):
- What is the audience list size
- What is the typical open rate (look for at least 20%)
- What is the typical click-through rate (varies between .01% – 3% – depending on the target and size of the list)
- How is delivery tracked and reported?
- How “fresh” is the list? I caution you to send to a list that hasn’t been updated recently and hasn’t had frequent communications going out
- How segmented can your communication be? (zip code, city, etc. not required, but helpful)
- What’s the industry, income and education demographic mix of the audience (you don’t want to send to executives if you’re looking to do business with entrepreneurs, or you don’t want a consumer audience if you do business-to-business)
That list might seem long, but it’s required up front of you making any decisions to part with your money.
Have you invested in dedicated email marketing campaigns for your business? Have any publisher suggestions? Please post them below.