Getting the balance right | ACMA


08 March, 2013 04:06 PM


Getting the balance right

By Editor

We all know e-marketing is an important part of modern business. But how do you know if you're getting the balance right? Are you sending too much material and alienating your customers? Or are you not engaging your customers enough and missing out on possible sales? Is your current e-marketing strategy effective? We'd like to get you thinking about what your customers need and want from your e-marketing.

Quantity versus quality

Let's consider how much e-marketing you send at the moment. Do you tell your customers how often they can expect to get messages from you when they subscribe? One thing we've learnt is that your customers don't want to be bombarded, or surprised, by lots of messages. Be upfront and, if you can, give your customer the chance to choose what they receive from you and how often they receive it.

Measuring success

Do you keep tabs on the success of your e-marketing campaigns? How do you know if your campaigns are increasing sales and interest in your brand?

You might consider using:

  • codes, vouchers or discounts tied to particular campaigns to improve sales and gauge the effectiveness of your e-marketing
  • an email marketing program that provides you with statistics about what recipients do with your emails
  • surveys to find out what your customers think about your e-marketing and business.

How long a subscriber stays on your e-marketing list before unsubscribing can also be an indication of the success of your e-marketing strategy. If recipients aren't staying long, you should examine the quantity and quality of your e-marketing—it's probably not as effective as it could be, and ultimately could be affecting your reputation. Remember: 'Successful e-marketing … it's about reputation'.

A final note

Make sure your e-marketing is hitting the mark by:

  • allowing your customers to choose their e-marketing preferences
  • identifying what you're doing well or badly in your e-marketing strategy
  • seeking feedback from your customers.