a great deal of success – TP Javeton WebNet

To end your EM campaign

There is generally a lot of discussion relating to the launch or creation of one or more email marketing (EM) campaign(s); but very little is said – by comparison – about how and when an email marketing campaign should be bought to a conclusion, because making a decision to end one can be the source of some consternation and/or procrastination for many business owners, especially if the campaign is successful. Generally speaking, business owners will have to evaluate a number of different criteria to make such a decision, even as no one specific formula will work for all business owners.

The decision is one which many business owners may struggle with on a regular basis; because it can be difficult both in situations when the email marketing campaign is enjoying a great deal of success, as well as situations in which the email marketing campaign is failing. In this article we will take a look at three different scenarios which include a successful email marketing campaign that is approaching a logical conclusion, an email marketing campaign that is failing, and an email marketing campaign that is successful and therefore may be able to run indefinitely.

Scenario #1

The first scenario is that of a successful email marketing campaign that is approaching a logical conclusion which, in some cases, it may be logical for a business owner to conclude his email marketing efforts. The most obvious example of this scenario is a campaign that is focused on achieving a specific goal and not selling products or services; such a campaign might be political in nature which may start off slowly, peak during a time when voters are most interested in obtaining information about the issues and then begin to wane as the voting process begins and the majority of voters have already made their decision.

Similarly an email marketing campaign which is focused on collecting donations for a specific charity will logically end as the contributions goal is reached. And while these email marketing campaigns and others similar to them may be highly successful there is simply no reason to continue them beyond the point at which the stated objectives have been reached. In fact there are certain laws that may prevent the continuation of these campaigns beyond the monetary goals being met due to the non-profit nature of organizations possessing 501 (c)(3) approval, certificates and other such designations.

Scenario #2

The next scenarion we will take a look at is that of case of an email marketing campaign that is not achieving its goal in which case, deciding when to end an email marketing campaign of this nature can be difficult because it will involve a number of different factors. A good example of this scenario is when a business owner is investing great sums of money and a great deal of time into an email marketing and not generating results, despite an honest effort. In other words, it may be time to end this marketing campaign because it is a drain on the business’s resources.

On the other hand, if the business owner has not invested a great deal of time, money and energy in the email marketing campaign and still has a few remaining ideas for turning the campaign into a success, it might be worthwhile to continue running such a campaign under such circumstances for a little longer to see if the desired goals (and objectives) can be met. So you see, under this scenario there are specific criteria that can be used for ending an email marketing campaign at a given time, as well as to continue that campaign when circumstances and desire are favorable.

Scenario #3

Finally, it is important to note that email marketing campaigns do not always have to come to an end. Why? Consider a niche topic such as search engine optimization (SEO) that a business owner who has been producing and distributing monthly eNewsletters on this subject, and have been receiving a positive response to these email marketing tools. Under such a scenario there is absolutely no reason for him/her to discontinue such a campaign as long as s/he is still capable of producing the eNewsletters.

Similar to the way many magazines have been in publication for years and years, it is possible for an eNewsletter to remain active for as long s there is a need and an interest in the information being provided. In our example of a business owner publishing a SEO newsletter, the need for this product remains because SEO is continually evolving and recipients of the eNewsletter may anticipate receiving the eNewsletter each month to get more information on current trends in an industry such as Internet technology and all that it encompasses, including but not limited to Internet marketing, Web development, content development and eCommerce, just to name a few.

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How-to: Market via email

Many business owners do not invest a great deal of time, energy or money into orchestrating an email marketing campaign because they mistakenly believe all email marketing is viewed as spam; but email marketing can actually be much more effective than these business owners, and some other Internet users, think because the view that email marketing is spam has absolutely no merit. It’s just not true! Ask those business owners who have discovered how to market via email successfully, and are enjoying a great deal of success, how they feel about this type of marketing. You will certainly get a starkly different perspective!

This article will discuss how email marketing can be successful and will provide some insight into how to determine the reception of your email marketing by both actual and potential customers, as well as regulatory agencies (FTC [CAN-SPAM Act enforcer], Consumers Affairs, etc.); but before we can discuss how to determine the reaction to your email marketing campaign, it is important for business owners to understand how to plan and execute a successful email marketing campaign. Perhaps one of the most important elements of such a campaign is to ensure your marketing efforts are not viewed by the recipients as similar to, or mistake it for, spam.

Making the distinction

One way to distinguish your email marketing campaigns from spam is to carefully develop your email distribution list; because although you may be able to reach a tremendous audience by sending out your email marketing materials to a large email list, this is not the most effective method of email marketing, especially in view of the fact that you know little, or nothing, about the list members (or subscribers); and you probably know even less about whether or not these subscribers will even be interested in your products or services. The point therefore is that, reaching a huge audience is not more important than reaching a highly targeted audience.

Focusing your email marketing efforts on millions of recipients who do not have a specific interest in your products or services is not nearly as effective as focusing your email marketing efforts on only hundreds of email recipients who are likely to be very interested in your content and your brand, as well as the products or services you provide. This is because you are much more likely to generate sales from a small, targeted group than you are from a large group without a specific focus.

Measuring effectiveness

Now that you know a little more about email marketing than perhaps you knew before, and how it can be effective, you might wonder how you can determine the true effectiveness of your email marketing efforts in the long run. This is important because it is not worthwhile to invest a great deal of time, energy and money into an email marketing campaign if your efforts are not generating positive and measurable results.

Likewise, if your email marketing campaign is wildy successful, you might want to consider organizing additional marketing efforts to further your success. One of the most important tools you will need, if you don’t already have one, is an autoresponder which can be obtained through a service that specializes in autoresponders.

Surveys and website traffic

That having been said, customer surveys have been proven to be one of the best ways to evaluate reaction to your email marketing campaign. Asking customers to fill out simple surveys when they make a purchase can provide a great deal of insight depending on the questions you ask. Questions such as where the customer learned about your products/services may seem rather innocuous but this information can actually be rather useful to the business owner.

Getting feedback related to where a customer learned about the products and/or services you offer provides excellent information about which of your marketing efforts are generating the most interest. If you receive a great deal of responses stating that customers learned about your products/services through emails, this is a good indication that your email marketing campaign is effective.

Another very popular way to evaluate the reaction to your email marketing efforts is to closely monitor your rate of sales, as well as your website traffic immediately after you issue a new email to members of your subscriber list. This can be helpful because an increase in sales or website traffic after an email was sent out is a strong indication that the email was well received and encouraged recipients to visit the website and make purchases.

Avoid simultaneous campaigns

However, there is one caveat to this method of evaluation. It can be quite difficult to determine whether or not the emails caused the increase in website traffic and sales if more than one marketing effort was made at the same time; so try to avoid starting an email marketing campaign at the same time as you launch a banner ad, otherwise you will not be able to determine which one is more effective and is therefore driving the increase in sales and traffic.

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