Typical Errors In E-mail Marketing
The main error of the companies using e-mail marketing as the channel for advancement of the products or services is that they give not enough attention to preferences of the subscribers and do not pay attention to behaviour which those show with each new received letter.
If they have known that to listen to opinion of subscribers is not only «the advanced practice» but also a way to increase twice productivity of the subsequent campaigns, all would be absolutely in another way. According to results of the research spent not so long ago in the USA only 30 % interrogated in which number there were representatives of tourist agencies, hotels and airlines, really use the information on preferences and habits of the subscribers before to send them any post message. Thanks to it incomes which are brought by each campaign have increased lately almost twice. Sounds not bad, isn’t that so?
The E-mail marketing is one of the base tools used to involve or increase financial receipts from the various enterprises. Though today there is a large quantity of Internet resources and printing editions which help to derive the maximum benefit from this channel of communications, all of us still continue to make typical mistakes, in vain spending considerable means and annoying clients because we think that the more letters we send the best result we will receive. Let’s look what else typical errors are necessary for avoiding to us.
To ignore requests not to send the letter
Besides, that in many countries is qualified as the gross infringement, that fact that you have not taken into consideration the request of the client for its exception can provoke negative consequences. Though, in spite of the fact that well planned campaign can induce the old subscriber to again to receive the information on your firm and on your products, it is not the best strategy of belief. Remember that if the addressee has once refused your subscription mark “spam” will be following step at the sight of the new letter from you in a folder “entering” that as you guess, can entail very unpleasant consequences.
To ignore importance of segmentation
The large enterprises usually apply difficult enough automated systems of segmentation which allow to calculate even standards of behaviour of consumers and to define the preferences based on these standards depending on those. As a result they receive exact profiles of various groups of consumers which can be used in the subsequent campaigns. Certainly, the small enterprises do not have necessity to put millions in toolkit which allows to calculate the smallest details. Remember that whatever elementary was the program which you use for dispatch, it allows to receive the information which being same elementary nevertheless is of great value and can spend a clear boundary between the desired letter and what does not represent any value for the subscriber.
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