It is all too easy in contact marketing to get the wrong things right, this will have a serious effect on the success of any campaign that you are running and yet the solutions are very simple to implement but to see these you must take a step back and look at the overall experience of your customer.
When you are running a contact marketing campaign it is vital that you track the readers' entire journey. Perhaps you are one of the 40% of marketers that does not do this and if you are, then you are marketing on false information.
You are most likely already tracking part of their journey using the autoresponder figures and perhaps you have taken this one step further, by testing and adjusting the metrics in this area. However although you may have successfully raised your open or click through rates this could actually be harming your overall campaign and unless you track the entire journey you will never be able to determine just which way this overall figure is moving.
It is important that you calculate the effectiveness of the entire campaign. You have seen the open rate increase and yet now that you are tracking the overall campaign, the profit margin has actually decreased? The great change you made in the email is now drawing in more people but they are the wrong type of customer, they actually have less interest in this product!
Therefore you reset this change and try another adjustment, for success you must implement a methodic strategy development process that is centered on adjustment and overall result measurement.
Monitoring figures in this manner takes time to setup and manage which is why only 10% of companies have a contact marketing campaign that is driven purely by their figures. However as you have seen it is not really that complicated once you look at the steps the customer must take to reach the final sales decision. At each of these steps you implement a tracking system to monitor the effect of adjustments prior to this point. With this tracking implemented at each stage, you can now implement a strategy development system for this campaign to take the profit margin to a higher level which of course is what every company desires.
Oh dear one of your subscribers did not like one of the changes you made and they have decided to unsubscribe, well like 76% of contact marketing strategies you consider that this is the end of the road for this person and your marketing campaign. Of course once they have left, you are unable to contact them again unless you wish to risk your entire autoresponder account for this one customer.
There is of course a better way, when they have taken the decision to unsubscribe, do not take it on the chin. Turn this failure into an opportunity, they will be presented with a standard unsubscribe page when they make their final decision but does it really have to be their final decision?
Try customizing the unsubscribe page and make them an offer that they would be crazy not to accept, remember it costs far more to get a lead than it does to retain one, which of course you now know as you are tracking your overall contact marketing profit margin.
Try counting to 4, it actually feels like a quite a long time but when you are active this soon passes and yet this is the maximum amount of time that you have to achieve engagement with your reader. The market focuses on the subject line which is of course correct as this plays a major part in your open rate but the opening paragraph also has a part to play. Once they have opened your message they already have an idea of what to expect in their mind and it is the job of the opening paragraph to match this expectation and increase your engagement with the reader.
Get this right and maintain the flow throughout the message and the click through rates will fly skywards.
To run a successful marketing campaign, you cannot afford to be modest. Your way is not just pretty good it is the only way to achieve the success that you have seen. This of course is the technique that most marketers use. Yes their strategy maybe the only way to see the results that they have achieved but there is a secret element that they won't mention. To achieve this success depends upon you using their exact system, without this you cannot hope to see the same results.
Which is why it is important that you know your overall campaign figures as without these you cannot compare your system against theirs and see if there is anything in their program that will be of benefit to you?
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