Archive for August, 2011

Why you should not use “no-reply” adresses

Wednesday, August 31st, 2011

Even though email is a form of communication that has the purpose of creating a relationship with the subscribers, in email marketing practice there is a habit of sending emails from “no-reply” adresses. This is not recommended because it shows that you are unavailable to receive an answer from them about your message.

Communication based on dialogue

Email is a two way communication. If you start it you need to be ready to receive some answers. You can’t pretend to have the right to send a message, if you are not open also to receive feedback from your subscribers.

Another problem is that not being available to talk with your subscribers you can compromise your email marketing campaign. Because every email sent should be an opportunity to raise the subscriber’s interactivity. Even if the interactivity you want from them is to click on your links or to give you the information you requested through a form, don’t deny their chance of writing back to you the way they choose to. If they gave you permission to send them emails, you should do the same for them.

In conclusion, using the “no-reply” adresses it’s not recommended in email marketing, either is for newsletters or other messages that you send.

How to increase subscribers’ loyalty?

Thursday, August 18th, 2011

The goal of every successful email marketing program is to obtain better indicators with every email sent. The loyalty actions are a way to obtain better reports on your emails and, even more, they are a way of having and keeping a relationship with the subscriber.

Generally, the efficiency of a loyalty program is measured in their capacity to determine the client to make at least once again the action you desire (most of the times it’s about buying).

Email communication allows getting data about the subscribers to create their profile. You have ways to monitor their actions, what emails they have opened, the links they clicked.  If, according to this data, you manage to give them relevant information and to create offers they really need, your loyalty program will be succesful.

In email marketing a loyalty program is very important, but it has to be done right. The important thing is to know your subscribers. This way you will be able to make good offers, to people that don’t really need them and you will ask yourself why click rate and conversion rate are so low when you gave a 30% discount.

Test!

In order to be convinced of the efficiency of the loyalty tactics that you what to apply, you need to test them. You can test on a smaller segment of your active subscribers, the ones that most probably will answer positively to your emails.

Then, according to the results of the tests, you can optimize the tactics and you can send your emails to a bigger segment as you go adding similar subscribers.

Loyalty isn’t only discounts

Loyalty surely means to treat differently your clients and your potential clients. A client is more valuable and you have to show him this. It means that you need to have better offers for clients, but why stop here. The relationship you are building is very important and loyalty tactics mean not only discounts. Try to personalize the best as you can you message, try to have a two way communication and to invite your subscribers to dialogue. A loyalty program only with discounts it’s impossible to sustain on a long term and it isn’t sure that those people who use the discounts will remain loyal when you try to sell with no discount.

In conclusion, loyalty defines mostly the relationship with the subscriber and it’s not only discounts. On the long term, discounts must be offered together with relevance, personalization and value.

How do you repay your clients?

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