E-mail marketing is an affordable and useful tool for premium food marketers, but like most successful marketing – there needs to be a focus on the customer.
Just like every step of the marketing process, it is important to plan and summarize how e-mail marketing will further your overall strategic goals.
Here’s what top marketers are saying about E-mail Marketing Campaigns:
- Customers should be seen and heard – Michelle Kohanzo, director of marketing, Land of Nod
- Ask and ye shall receive – Craig Calder, VP of marketing, Travelzoo
- Customize it – David Almoslino, senior director of marketing, Trimble Navigation Ltd.
- Social and e-mail are so very complementary – Gary Spangler, e-marketing manager, DuPont.
Some suggestions on how to incorporate E-mail marketing into your campaigns:
1. Customize your messages to specific customer preferences by creating multiple customer lists based on past purchases.
2. Timing is important – more consumers have smartphones and can receive e-mails at all hours. Try to catch your customers when they could be making purchase decisions to close the loop.
3. Always link back to social media — use e-mail as a tool to promote your social media campaigns.
Social media activities are becoming more commonplace in most everyone’s overall marketing channel strategy. The growth of links in e-mail marketing campaigns directing customers to the brand’s Twitter or Facebook page is staggering. http://bit.ly/8dtJT1
If you employ a social media campaign, don’t forget the vast opportunities to promote it — e-mail should be at the top of your checklist.
* Social media sites have gained in link percentage since first quarter of 2007:
- MySpace growing 1,309% over the last 2 ½ years
- LinkedIn 10,265%
- Twitter 297,175%
- Facebook an outstanding 370,106%
Above all, listen to your customers and take note of other premium food marketers past successes and failures to hone your e-mail marketing campaign.
