A recent Forrester Research webinar, "The ABC's of ESPs" presented some interesting findings.
The webinar stated that 26% of a marketer’s e-mail spending goes toward delivery, 22% towards creative, 11% to data management and 10% to analytics.
VanBoskirk said. “The focus becomes less on sending out as many messages as you can and instead on running analytics to figure out whom you should be sending messages to, or tech integration so that your e-mail program is better aligned with your customer service or your database marketing efforts.”
Many first time email marketers are tempted to take the "email blast" approach. Send as many emails out as you can and see what sticks. The "right" way to email market is to build a quality list over time, segment your list correctly and send each segment the right message. Your bounces and unsubscribes will go down and your open rates and "click throughs" will go up.
Marketing your mortgage company via email marketing is a great option, but you should take a long term approach versus a quick and dirty one.
Be sure to check out Astonish's webinar on email marketing November 15th at 10am and 2pm E.S.T.
To register for the 10am-11am E.S.T Webinar Click
Here
To register for the 2pm-3pm E.S.T Webinar Click
Here
Comments