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Reach targeted audiences with custom email campaigns
Direct marketing enables business to target potential customers who may be interested in their products or services. Employing this technique using traditional marketing methods, such as sending addressed letter mail to potentially interested people, comes at a high price. It’s also time consuming because it doesn’t allow for a high level of automation.
It’s never too late for companies to begin using digital marketing methods.
Using digital techniques such as email marketing to target potential customers allows businesses to have a broader reach and include a high level of customization—resulting in more leads. In addition to providing information about a business to a targeted audience, email marketing enables companies to collect information and learn more about individual potential customers.
Customization is key in email marketing. With a high-degree of customization, readers are more likely to open an email and take action. Email marketing allows companies to merge names and any other pertinent information into the email to make it look as though the message was crafted for each specific reader. Because customization can be automated, it takes very little time on the company’s behalf.
The emails can be customized to reach specific broader audiences as well. Using split testing, Genex Marketing is able to determine the messages that appeal most to its targeted audience.
When we’re dealing with a larger email list, we will create two to three variations of an email. They might have the same content but different subjects. Then we send it to a portion of the email list. That way, we are able to figure out what subject appealed most to readers based on the open rate. Then we can send the email with the subject that led to the highest open rate to the entire list.
Split testing can be used for more than just increasing open rates. If Genex Marketing needs readers to take a specific action from an email, it can use split testing to determine the most effective way to communicate that call to action.
It’s all about the ability to plan out campaigns based on real-life scenarios before a campaign executes. It’s about tracking how effective specific messages are for you.
Understand Spam Laws
For companies using email marketing to target specific customers, it’s important they understand laws regarding spam and contact permissions.
Canada’s anti-spam legislation was enacted in 2014. It requires marketers to only contact consumers if they have given the marketers permission to communicate via email. It determines parameters for who companies can communicate with through email. It also requires marketers to offer ways for consumers to opt out of email messages at any time.
However, businesses can communicate with customers on the basis of expressed and implied consent. That means businesses can communicate with anyone with whom it has done work or has any other form of working relationship. For more information about anti-spam laws, visit www.fightspam.gc.ca .
This is the second article in a three-part series on how companies can spend less but get more using digital marketing. Click HERE to read the first article on making the switch to digital marketing.
– Chris Botterill is a tech-savvy, marketing expert who loves to talk websites, ad campaigns and anything else that helps you and your business grow. Since starting Genex Marketing in 2008, Chris has grown his business year by year, to become a successful entrepreneur. He started in virtual web design and is now offering full Agency Services to businesses local and abroad. Agency Service includes all types of marketing from web, social media, print, radio and creating business collateral. Chris and Genex Marketing know how to help you adjust to the radical change in the marketplace from print and word of mouth to digital, social and virtual.