eTale - e-marketing coaching and consultancy

Het email marketing landschap blijft steeds in beweging.  Hoewel email al meerdere malen dood werd verklaard is het nog steeds een vaste waarde in het interactieve landschap. Beter nog, recentelijke studies van ondermeer het IAB hebben duidelijk aangetoond dat het einde nog zeker niet in zicht is. Maar wat brengt het email marketing landschap anno 2012.
I had the opportunity to give some interviews about the new email marketing trends for 2012. Movies are in French and Dutch. I will soon publish the content in English as well.
Can someone who is reading this give me the ideal way of segmentation in email marketing? Anyone? Now we can start an endless conversation about best practices, but essentially it always comes back to the relevance of your message in the dialogues with your target groups. Some marketers don’t use segmentation. “Everyone likes to listen to everything” is their motto. Too bad, that is not working.

Luckily a lot of clever marketers do segment in different ways. I say luckily because relationship building in email marketing is fundamental in email marketing nowadays. Capturing information via relevant messages by creating valuable dialogues which create respect between the brand and the customer. It is not only about capturing and collecting as much data as possible, but also about using it in the right way. Segmenting is a way of working intelligently with your data in order to optimize your relationship and of course your return on investment.
Before starting ask yourself, “What am I trying to accomplish with this email campaign?” Some businesses launch a campaign to build their brand or announce their presence (Traffic Building); others aim to generate leads (Lead Generation) and orders (Sales Generation). This is the first and most important step in a Direct Marketing campaign as all the subsequent steps are built around achieving this objective. Without a clear objective it is impossible to determine success.
Knowledge is power, and that extends to the customer information in your
eCRM systems and other databases. Leveraging that data to extend relevant cross- and up-sell offers into your transactional email only makes sense. And that’s only one of the benefits.
It all started with a simple tweet “@Kvanbeeck is wondering if he will get an upgrade for his wife’s 30th birthday @ #Westin #Venice tomorrow.” 30 minutes later I got a new follower @Starwoodbuzz and a kind tweet reply “Hi Kenny. We’ve informed the hotel and they’ll do their best. Have a fantastic stay and happy birthday to your wife!”
When people receive an email, it is just a matter of seconds to decide which emails they are going to read.  Email marketing can be very effective and the open rate can be very high, if it is done correctly.  

1. The most important thing to pay attention to is the “subject-line”. After all, the purpose of the subject line is to intrigue readers into opening the email.
2. Success also depends of the “from-line”.
3. Finally one should find the best timing to send the email.
You can get different results from your email newsletter depending on what day and time you send them.
Guesswork, testing different times/days and carefully monitoring your email stats is normally the best way to find out but here is a great shortcut for you… Why not use Twitter as a new input.

Here is how you do it:
What you should understand is that email copy is not the same as webpage copy or certainly not dm print copywriting. The nature of the medium combined with the carrier of the message (internet/monitor) makes it less tangible and more interactive. Email copywriting should therefore respect certain rules to maintain its effectiveness.

Quick overall copywriting tips
1. Target your message to the right audience
2. Get to the point
3. Keep it simple
4. Give the recipient more than one link
5. Provide relevant information
6. If possible sign your work
7. Make your email copy scannable
8. Apply the 5-30 rule
9. Make sure your call-to-action is obvious
10. Use a short and clear subject line
The address fold holds 4 main components:
• The from address
• The from name
• The reply address
• The subject line

Each of these 4 components has a particular impact on the success of your email marketing campaign.