Tips to successful E-Marketing

2. How often? Balance your communication needs with members’ desire to receive information from you. Carefully evaluate your e-mail frequency to members.

3. When? What time of day, and what day of the week? If you have a periodic email, test different delivery times. Once you find an optimal time, stick with it. Research shows consumers like a periodic, scheduled delivery time for information they value. This creates and reinforces the relationship you’re looking for in your e-mail communications

4. What type of content? Your content strategy should parallel and support your over all marketing strategy. If you provide a member newsletter via e-mail, include value added information to make the newsletter useful to members. Also evaluate writing style, subject matter, and the degree of personalization your member databases allow.

5. What measures of success? E-marketing allows you to more effectively create goals and evaluate metrics than offline marketing activities. For example, for your member newsletter you might want to evaluate these metrics: open rates, pass-along newsletters, member feedback, clickthroughs leading to new services sold, clickthroughs creating site traffic, bounce-backs, and so forth.