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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