Getting the best results with email marketing comes from sending emails to the right people and with more and more businesses adopting email marketing as part of their marketing mix it is vital to ensure you’re sending emails to the right people.

To help you ProspectSoft have posted a guide on their blog to make your emails more efficient, and as users of email marketing ourselves we have added our own thoughts to this post.

Below are two pieces of advice mixing together both ProspectSoft’s thoughts and ours.

Measure real results
The obvious measurements are how many and sales your emails generate but you should also look at statistics such as how many people opened your emails and which links within your emails were clicked on. With a little more work you could track everything from someone opening your email through to them purchasing a product on your website.

Why? You’re able to get a real understanding of how people are interacting with your emails. It’s important because you can then tailor future emails to better drive sales. You can also see whether certain design aspects or subject lines are working or not, allowing you to further tailor your efforts.

Consider who you’re emailing
Do you consider whether the people you’re sending your emails to are actually interested in what you have to say? It’s an obvious question, but one definitely worth asking.

Why? Each time you send a badly targeted email it lowers the chances of the recipient opening and interacting with future emails you send.

Do your best to counter this by having multiple email lists that are tailored around the different products you offer. For example, if you sell a range of products from soft toys through to electrical goods, do your customers really want to know you have an offer on soft toys?

You may think that building such lists or measuring the results of your emails is hard but there are tools available to make these tasks easier, and if you’d like to learn more contact us on 01724 400303 or alternatively send an email to email@hbp-group.co.uk.

What’s next?
Next month we’re going to take a look at the design of email marketing in-depth and how it can make a real difference to the return you get.