Over the past several months, we have used Constant Contact to create email marketing campaigns that has resulted in record breaking results for our clients. First, the email open rates for our clients are averaging 48% which is nearly double the industry average of 24.8%. Our clients are also experiencing active engagement from perspective customers that includes inbound phone calls, website clicks and increased social media activity. This level of engagement is quickly resulting in increased revenue for our clients. Here are some of the things that we are doing:
- Permission Based Marketing: we ask permission to add someone to our mailing lists. The minute you start using email to blast perspective clients, that’s when you lose credibility. Always make sure you have permission to use publicly available lists and when in doubt as permission.
- Branding: before recommending the use of electronic email communication for our clients, we carefully review all of their marketing collateral material (website, letterhead, business cards, capability statements and social media) reflect a unified look, feel and message. Everything does not need to be perfect, but when engaging prospective customers for our clients we want to demonstrate a high level of professionalism and quality.
- Targeted Communication: we go a great distance to research target audiences and to determine their needs. To that end, we also segment our lists so that when someone receives communication from us, it speaks directly to their wants and needs. Our communication strategy is all about educating buyers on the value of doing business –it’s never about selling.
- Keep It Short & To The Point: no one has the time to read long and drawn out emails, we effectively use graphics, and links permitting readers to review information quickly. Our content is also viewable on mobile devices.
- Follow-up: great email open rates mean absolutely nothing if you don’t have a strategy for managing and converting leads. You need to strike while the iron is hot, if people are showing a high level of interest in your company; you need to find ways to convert them into clients. You should also pay attention to customer service and follow up that is taking place in your office.
If you are interested in trying Constant Contact for yourself, here is a Link to a free trial offer http://www.constantcontact.com/index.jsp?pn=jkristensenassociates
