Over 85 people dialed into this month's Marketers' Marketers Group (MMG) conference call to learn more about how to use email to market renewable energy. Yours truly kicked off the call with information on where email is today, how to execute an effective campaign, and future trends. Andrew Heath & Barry Friedman from E Source seconded this information, presented several case studies, and discussed how to apply all this information to the renewable energy market.
Here are some key points from both our presentations that all email marketers can use...
- Find the right email marketing solution - consider your goals, list size, tracking needs, services, and budget.
- Build your list - get permission first. Without permission, you look like a spammer which can negatively affect your brand.
- Keep your list clean - dirty lists waste money and flag you as a spammer.
- Use email marketing effectively - as a direct response tool, email is ineffective [several of the conference participants reinforced this through their own poor experiences]. Use email instead to nurture prospects and retain your customers.
- Share the love - viral marketing works if customers have an incentive to let others know about your service or product.
- Segment your audience - nothing complicated. As an example, E Source discussed Gymboree's use of the child's gender and age to target its audience, increasing its order size by 36%.
And, the most important piece of advice you can take away from all of this - ensure your emails are relevant, personalized, and timely.
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