Email marketing has existed since the Internet’s birth, acting as an effective method of sending targeted messages to key audiences. However, optimizing email campaigns is becoming an increasingly strategic priority, as businesses aim to generate and nurture more leads.
Optimizing your email marketing efforts to improve communication with prospects and customers generally comes down to:
- Managing Your List: Understanding who is in your database, and what their particular interests are, is critical. This insight allows you segments your contacts and send them unique, more targeted and more personalized information.
- Harnessing Analytics: Many email service providers provide analytics tools, helping to guide and refine your campaign efforts. You can gain an understanding of which subject lines perform best, what percentage of recipients opened your emails, who specifically opened the emails, what links within the emails were clicked on, etc.
Read this article from Target Marketing, for specific recommendations about how to optimize your email marketing efforts.
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I co-founded Core Online Marketing (formerly Core Marketing Strategies) after more than twenty years of marketing, sales and general management experience in a large corporate environment and with start-up technology companies. I use my expertise in business and marketing strategy development to assist small and mid-sized businesses grow through effective use of online marketing.
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