A digital agency based in Edmonton, Alberta, Canada » industry

By: Balance Media  09-12-2011
Keywords: Online Marketing, Email Marketing, relationship management

A digital agency based in Edmonton, Alberta, Canada » industry

The Nike+ app certainly isn’t new. Many of you are probably using it already, but not everyone knows just how successful it is. The app made it into iTunes’ 2010 Hall of Fame and continues to be an example of the potential apps have to connect people and enhance experiences.

The reason behind the app’s success isn’t just its technical features, but the way it allows runners to connect and communicate with each other. Most apps only give the user a one-way experience, but Nike+ takes millions of people with one shared interest and gives them tools to interact. You can use the app to post on Facebook that you’re on a run, and if one of your friends “likes” the post, you hear applause. A game of virtual tag lets you challenge your friends to try to beat each others time and distance. The app does so much more than just adding a function to the user’s phone, it motivates, personalizes an experience, and facilitates interaction with others

The app is being applauded by runners and tech-junkies alike. It really demonstrates the potential apps have to give consumers options, connect them to a community, and give them an experience so amazing they’ll wonder how they ever lived without it.

The Graphical Element
Unlike virtually any other online marketing tool, emails can be customized to take on the look of your brand. Not only does this reinforce your brand and identity, but it also makes it easy to build new content into a customized template, saving you time, all while making you look really good.

What’s in It for Them?
Email marketing campaigns are most effective when the emphasis is on the customer, not the sending company. No one likes pointless self-promotion, but offering your customers a discount or providing your clients with helpful tips for their business will show them that your marketing efforts are centered around them.

A Little Quality One-On-One Time
Social networks aren’t always ideal for getting a message out because no matter how hard you try to make your page effective, you’re always competing for space. There will always be other ads displaying next to your message. Email allows you to deliver one controlled, focused message to your customers without having to worry about distractions from the sidelines. Not to mention, you don’t own the space on a social network so you have no control over how anything is displayed. Email gives you full control over layout, so your message won’t be lost among other ads, text, or graphics.

Targeted Groups
Effective client relationship management is all about knowing your customers individually and using the information they give you to customize their next experience with you. Email allows you to break customers into separate lists so that you can control the message you send to each of them, aligning it with their goals, targeting it to meet their needs, or triggering a reaction.

A Portal to Your Other Marketing Efforts
A video hosting site like YouTube or Vimeo can’t be relied on for all marketing efforts, but they are ideal for some things. When you feel a customer can be served best by viewing a video campaign, you can simply link to it in your email. Or, if you think they’ll want to discuss a product with other customers, send them to your company’s Facebook fan page or blog. You might send them to news release on your site if they’ll need general information on a product or event. They’ll appreciate the shortcut to useful information and you’ll find it easier to streamline your message by using email as the launching point for all of your other marketing efforts.

Frequency
Email marketing can lose its effectiveness if used too frequently or too sporadically. The key is to strike a balance that your customers are comfortable with. If you flood inboxes with several emails a week, recipients will think of it as junk mail and might stop reading them altogether. A good way to prevent this is to use segmented lists to send only relevant emails to targeted groups. This way, customers are only getting emails that apply to them. It’s also important to be consistent – if you say you’ll be sending quarterly emails, send quarterly emails. Don’t make that promise and then send less frequently. Customers might feel like they’re not a priority if you’re not maintaining communication with them.

Analysis
There are many tools available that will help you analyze the success of your email campaigns. It’s important to look at the open rate of your emails, as well as how many people are following links inside. Looking at this information will help you plan your content and approach for your next campaign, and might help you decide how to cater content to specific groups.

Don’t know where to start? Give us a shout, we’re here to help.

Keywords: digital agency, Email Marketing, Email Marketing Campaigns, Graphical Element, marketing campaigns, Online Marketing, relationship management, social networks,

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