Email Profits Basics: Lesson 10

Email Profits Basics: Lesson 10

In the last lesson we talked about combining email marketing
with other types of marketing. In this lesson we are going to
talk more about evaluating your email campaigns.

Email marketing can be a very effective way to reach a target
audience. However, your marketing efforts may not reach their
full potential unless you invest some time, energy and money
into evaluating your email marketing strategy. During this
evaluation you may determine whether or not the email marketing
is helping you to reach your goals.

You can determine if the email marketing is having an adverse
effect on your business. This lesson will discuss the importance
of evaluating your email marketing and will also offer some
useful advice on how to do this.

To say that evaluating your email marketing strategy on a
regular basis is important is a tremendous understatement.
Regularly evaluating your email marketing isn’t only important
it’s critical to the success of your business. Failure to
evaluate your email marketing strategies can have adverse
effects ranging from not producing results to causing you to
lose customers to your competitors.

Consider an email marketing campaign which isn’t effective
because it doesn’t reach the members of the target audience.
Some business owners make the fatal mistake of not taking care
to ensure their email distribution list features recipients who
are extremely interested in the products or services you offer.

Business owners who take shortcuts by purchasing large email
lists, often find their shortcut did not pay off because the
recipients of their marketing emails are simply not interested
in the products or services you offer. In this scenario the
email marketing is likely to generate very few sales or website
visits. However, reevaluating the email distribution list to
include recipients who are interested in your products or
services will likely result in significantly more sales and
website visits.

Now consider a situation in which your email marketing is being
construed as spam by the recipients. If you have taken
precautions to ensure your emails are reaching members of your
target audience but your emails seem like over the top sales
pitches, the members of your email distribution list may view
your emails as spam and not take your advertisements seriously.

When this happens the member of your email distribution list may
be more likely to seek out a competitor when they are in need of
products or services rather than making a purchase from you.

Evaluating your email marketing efforts may be formal or
informal in nature. If you have specific business goals in mind
you might want to consider using whether or not, you are on the
way to meet this goal as an indication of whether or not the
email marketing is working.
You can evaluate your email marketing efforts by soliciting
customer feedback. Asking customers for their opinions about the
email marketing campaign and whether or not they were compelled
to make a purchase because of the content, the advertising or
some other element.

Based on this information you should have a good indication of
whether or not the email marketing is effective. If it isn’t
effective you should consider making changes to create more
interest in your products or services. The changes you make
should reflect the feedback you receive though to ensure you are
not making changes which will cause even less interest from the
members of the target audience.

Make sure you look for your next lesson soon. We will be talking
about costly email marketing mistakes you should avoid.

Leave a Reply

Your email address will not be published. Required fields are marked *