The Secrets to Successful Chain Marketing
Posted on 1st August 2014 by Madeline Maguire
You’ve heard your competitors are getting great results with their email marketing, but aren’t sure why you aren’t seeing the same ROI.
If you’re scratching your head wondering whether consumers are turning away from email marketing, the answer is absolutely not. But their standards have changed – and unless you are up to par it won’t be long before you’ll notice it impacting your bottom line.
So what matters to consumers when it comes to email marketing?
Even if your clients are regulars, consistently sending ‘mass’ email offers is now viewed as spam. Your clients want timely messages that mean something to them. The good news is you don’t have to employ a 10 person marketing team at each location – because automated technologies can take care of this for you. The best programs are managed at HQ, but linked to the POS systems at each of your locations, allowing you to trigger emails based on histories and client information (such as the date of their last visit or birthday). If frequency of visit is a concern for your organization, the impact of a “we miss you” campaign sent out regularly to non-returning clients will blow a one-off blast out of the water. The key is centralized management, so you can maintain consistency of brand, while still delivering timely, relevant emails to your database.
Did you know emails with a personalized subject line achieve a 22% higher open rate*? People want to feel like you’re sending a message tailored to them. Personalizing your emails with the little details including their name goes a long way (hint: this is incredibly easy to do with the right software). Part of doing this is, of course, collecting the right information during the consultation process. If you’re managing your campaigns from your head office, it’s critical to educate your team on collecting your ‘non-negotiable client details’ such as birthdays, first names etc and to take care when entering information into the system.
Your email campaigns may look amazing on a PC, but are they also optimized to look great on a mobile or tablet? If not, you could be alienating a large percentage of your database. The latest research shows 45% of emails in 2014 are now opened on either a smartphone or tablet. Shortcuts Set & Forget Marketing allows you to easily build mobile-friendly emails using a simple drag ‘n’ drop editor – you can check it out here.
If you’d like to take the tour of the Shortcuts email marketing solution, click here to schedule your free demonstration today.
* Adestra Marketing Report
* Enders Analysis Report 2014