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July 2008 - Issue 2.6
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Feature Story |
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One-size Message Does Not Fit All
The easy way to send deeply personalized, relevant email messages to customers
by Meryl K. Evans, Editor, Email Marketing Insider |
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| Fred is the Director of Marketing for a 200 person company, with 5 regional offices and an 8-person sales team. Fred is constantly challenged to meet the different needs of each of these groups, and if he doesn't keep up, they'll each start doing their own thing, and that's not good. The message gets muddled, the brand gets butchered, and there's no central control, reporting, or even sharing/leveraging of each other's efforts. |
| What Fred wants most is to empower each office and salesperson with his marketing programs, with little or no effort on their part. He's looking for a whole new and different way to join efforts with these constituents, so that customers and prospects get exactly what they want, and get it directly FROM the local office and/or salesperson - not some generic corporate driven, non-personal email blast. But having each sales person prepare the mailings is a logistical nightmare. How can Fred and his team get this done in an organized way, from one centralized location, and pull this off without spending an arm and a leg? |
| What's Fred to do? |
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Editorial Corner |
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| Unify and personalize your company's email newsletters |
| Picture a large company that wants to send email newsletters to its B2B customers while adding a personal touch -- by salesperson, by region and by reader preferences. The right email newsletter technology can do it all. Read more in this issue's feature story. |
| Studying email newsletter stats feels daunting when you look at so many numbers. Sometimes identifying what works and doesn't work won't come to you, including what compels people to open your email. Find out what readers say about improving your open rates. |
| What did your company do when it got the momentum going and wanted to focus on keeping current customers happy? Did you create a loyalty program or something else? A reader wants to know. |
| It's always great hearing from you, whether it's through an email or the feedback form. Those who take the survey route get their names entered into a drawing for an Amazon.com gift certificate for $50. |
Best,
Meryl K. Evans, Editor, Email Marketing Insider |
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Interesting Articles on the Web |
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Market Your Brand: Build lasting messages |
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Quick Start-up Package |
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What's Your Best Advice? |
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| Last Issue's Dilemma: |
| Please ... please ... please ... OPEN ME! |
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| We produce a monthly email newsletter packed with tips. We're careful to balance promotion and content. The newsletter does well, but we know it can do better. We've studied subject lines, the content that appears in Outlook's preview pane and metrics. We've done A/B testing (a form of testing to see which variable increases response rate) and tweaked little things, but so far nothing has made a big difference. |
| What have readers found that works for getting their emails open? How can we make our messages stand out? |
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Improve Your Marketing Effectiveness: Tips for staff, boss & yourself |
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Technology Trends: What's new -- What's working -- What's not |
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| Spotlight |
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Connect 1 to 1
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