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Email Marketing: Best Practice Guide
B2B Marketing, March 2011, Pages: 91
This Email Marketing best practice guide is designed to help B2B marketers make best use of their number one communications tool. It will help them evaluate, refine and improve every aspect of their email marketing activity, from strategy development through database management and content to post campaign analysis.
Overview:
Email marketing has been established as a key B2B marketing tool for many years, but its use has evolved dramatically in response to changes in user behaviour, the impact of new channels and the abundance of spam. Ultimately all these factors have detrimentally impacted on response rates and its effectiveness as a marketing tool – the days of email as a quick win for B2B brands are sadly long over. However, with careful planning, resourcing, attention to detail and management, email can still be a highly effective and therefore very valuable marketing tool. This Best Practice Guide is an in-depth examination of the different elements required to develop and deliver an email communications programme, avoiding all the many potential pitfalls, which will work as part of an integrated approach to meet your marketing objectives.
This Email Marketing best practice guide will help you:
- Benchmark your current activity: understand how your current activity measures up against best practice standards.
- Refine and hone your activity: identify areas for improvement and a plan for adoption.
- Get better results: improve effectiveness and your ability to report and demonstrate ROI.
- Be strategic and sustainable: adopt an approach that meets long term as well as short term objectives, and does not undermine the viability of your customer relationships through this channel.
- Future-proof your activities: ensure your practices and communication strategies are robust enough to withstand new developments and upcoming changes in customer behaviour and preferences.
The Email marketing guide covers:
- Content: advice on structure and article types
- Design and formatting: how visible presentation and design should be set up to ensure content is most easily accessible and widely viewed
- Segmentation and advanced targeting: advanced use of data, including segmentation to different groups to drive up effectiveness
-Integration: how to use email best in harmony with other communication channels, to ensure the best contact strategy
- Analysing the results: best practice in terms of results and understanding interaction and behaviour, with the aim of ultimately increasing effectiveness
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