Direct Email Marketing Strategies
Effective direct email marketing strategies target receptive customers with messaging that correlates to increased customer retention or increased sales. By targeting emails and messages based on available data and through segmentation, you will increase the impact of your marketing efforts and enhance your customer's perception of your business. Make sure your direct email strategies are customized and useful to ensure customer satisfaction with email communications.
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Competitor Lists
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Subscribe to email marketing lists for your competitors. Look at the information and offers they present to their clients. Use this information to offer competitive specials and information. Do not repeat information in their offers because you may be targeting some of the same customers. Use their email marketing communications to create your own marketing strategy that differentiates your service from your competitors.
Segmentation
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Segment your list and create direct email marketing campaigns for each group. For example, you can segment your list by new customers and existing customers to customize product offers and information. For new customers, offer a money-back guarantee to convert hesitant customers. For existing customers, offer an updated product or additional service at a "valued customer" rate.
Personalization
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Personalize each email with the customer's name and other relevant information when available. For example, if you have information on a customer's recent purchase, put a reference in your email to the product or service purchased. This customization allows your email to connect with your client and makes your customer feel more appreciated.
Customer Relations
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Use direct email marketing to improve customer relations. Send emails based on customer contacts to solicit responses and to ensure customer satisfaction. For example, send emails after a customer contacts your customer service department to ensure they received acceptable service and find out if they have further customer service needs. You can also use emails as an after-purchase follow-up to ensure delivery. You can make these emails interactive through polls and links to information on your company website.
Upsells
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Use direct emails to upsell customers to new or complementary products. Based on customer purchases, offer products that are targeted to their buying patterns. For example, if a customer buys many beauty products from your website in the same brand, send an email offer for a newly released product in the same brand. This direct email marketing approach can increase sales and alert customers to new and helpful products.
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