You've probably been in those meetings where top executives pick out a few aggressive email campaigns that generated the most revenue and say, "Let's do more of these!" You, meanwhile, cringe at the thought of alienating customers with yet another pushy message—and driving unsubscribe rates through the ceiling. You know the key to LTV is CRM. But how do you get that message across? "It's a hard sell to the finance group that lifecycle emails work," says Anna Billstrom. "And now, with trends going towards social networks and word-of-mouth networking, how do we [push back] against [the pressure to send] 'fire sale' emails?" Here are three of her suggestions:

Focus on long-term revenue. Argue that the greatest rewards come with an ongoing series of messages that are relevant, timely and personalized. Says Billstrom, "Lifecycle emails work effortlessly … to earn money with low overhead."

Mention the unmentionables. Be sure to emphasize the danger of unsubscribes if your campaigns get too aggressive. "Make sure that people know those folks cannot be re-messaged, that they are lost."

Bolster your argument with survey results. Billstrom cites a Yahoo survey stating it takes 6 to 10 clicks until the consumer buys. She argues you can provide those clicks "in email, generate hype, provide options, and be a go-to place for consumer interest and information."

The Po!nt: An optimum email marketing plan balances short-term spikes in profit with long-term customer care. "Long-term, lifecycle emails train a better customer, and enhance a better relationship between customer and company," says Billstrom.

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