And the winner of 2009 Marketing Tactics is ….
Yes and the winner is none other than Email Marketing. You didn’t get this, my apologies I’m talking of the most preferred marketing tactics by marketers for the year 2009.
Especially in this recession email marketing tops the list of the most preferred marketing tactics. The definition of the ‘most preferred’ is the tactic that gives the best ROI. Email Marketing and paid search marketing are the top performers for a B2C marketer.
According to a recent survey conducted by Marketing Sherpa, marketers have to be still careful in using email marketing. Marketers are focusing on less expensive high investment marketing tactics. The biggest challenge for advertising agencies and creative teams is to create a solution that is effective, relevant, innovative and still cost effective. The survey also highlights on a wide range of techniques and approaches to make email marketing all the more appealing to marketers.
One such approach is transactional emails. Transactional email is the one that provide information like receipt, order confirmation, shipment notices, customer service alerts, monthly statements etc. Transactional emails have higher open rates, thus it is great to leverage it to push brand messages and promotional offers. The study also provide details on how to design the content of transactional emails without compromising its sanctity.
The survey is a must read for email marketers and all marketers in general. Please read the complete survey report http://www.marketingsherpa.com/article.php?ident=31009&pop=no
The survey provides various charts on how to maintain email marketing ROI without investing in testing, measurement and optimization. The study offers alternative tests that seem to work effectively like email design tests, email targeting tests etc.
And finally the study indicates the role of specific marketing tactics in lead generation and lead nurturing.
Also read the article - Top Email Marketing Strategies in Economic Downturn for further details. http://www.marketingsherpa.com/article.php?ident=30863
mobile and email marketing, permission based marketing, self service marketing, targeted marketing