Test Your Email Marketing Services

WRM-Media - Email Marketing Specialists

Morgan Stewart from Media Post recently advised that mass email marketing success was entirely dependent on prior testing.

Stewart said that the inbox is a ‘phenomenal equaliser’ demanding that brands of all shapes and sizes meet appropriate standards. A fair comment, as it is true that every email fights for a recipient’s attention from the same place with only its brand reputation and a subject line to stand it in good stead.

‘To improve, you need to try new stuff - a lot!’ he said.

‘However, change for the sake of change itself usually just perpetuates mediocrity. Give yourself (or your team) the freedom to push the limits while constantly comparing the results of these new approaches against a control."

Business standards for testing email campaign performance should be compared against their own previous experiences, in order to improve upon their best, as opposed to making a comparison to the rest of the industry.

Small Businesses Benefit From Email Marketing

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Georgia Christian of Male Blaze has suggested that small businesses should be able to receive good ROI from email marketing thanks to its cost effectiveness. In an article for Marketing Web, she noted that the channel is an effective way to establish long lasting relationships with a wide audience of consumers.

"With each permission-based email campaign that your recipient opens, you are effectively establishing a trusting relationship with them," said Ms Christian.

"Your email messages will, over time, make your customers feel as though they are an important part of your company."

WRM-Media believe that email marketing can be a valuable tool to small businesses because it allows targeting towards either a very wide audience, which businesses would be unable to attain otherwise; it also enables targeting towards a very niche marketing if appropriate.  Small businesses can benefit from niche targeting if they cannot afford to lose emails sent to uninterested recipients.  Email marketing can be sent both en masse and to a niche market, making it a unique form of communication.

WRM-Media Email Marketing Predictions for 2011

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There are hundreds of ‘trending’ articles out there at the moment due to the long awaited end to a slow 2010 for many marketers. Fortunately for WRM-Media and others in the direct marketing industry, businesses looked to save money on their marketing strategies and as a result turned to email marketing as a more cost effective means of communicating with consumers.

Along with its cost effectiveness, another key feature of email marketing that has continued to increase in importance is the ability to target consumers based on behaviour, location, age and preferences. In 2011, every form of media has seen predictions differ in whether they will rise or fall; signifying that the uncertainty is yet to subside. However, it is a safe bet that insight in to customer requirements and desires is going to be crucial for 2011.

In order to both maintain current customers and attract the new, marketers will need to offer what others do not – a more bespoke service. Being made to feel special and individual is innate in humans and if marketers can make the consumer feel this way, half the battle is already won.
Consumers have come to expect targeted advertising and if they do receive something entirely unrelated and abstract, are likely to disregard it without consideration as the marketing homework has not been done previously.
The unabating social media train is testament to the power of engagement. 2009 saw a social media frenzy in which companies raced to be involved with the different sites; 2010 saw the trend continue in terms of marketing but 2011 is set to see businesses take social media more seriously than ever. Already this year, fashion site ASOS has launched a fully functional site through its Facebook page, combining shopping with social media.

Support of social media is telling of what email marketers have known for years; engagement is paramount to companies wanting to bridge the gap and form a relationship with their consumers. Email marketing can offer you the opportunity to target customers and, if you have an ongoing relationship with your email marketing company, monitor the results over time. This allows you to adapt every email campaign to suit the recipient and adjust to their typical behaviours.