So, you're the marketing manager and we're in a recession. It's time to review your budget and your CEO expects sound justification for every line item. Feeling lucky, aren't you? Actually, you are. All you have to do is show them ROI! How lucky are you that we live in a world now where marketing efforts can be tracked?! It's easy to defend your budget when you can directly tie it to the overall objectives and revenues of your company. There are some great marketing tactics available that will enhance your online campaign performance despite the economy being a bit under the weather, so let's discuss a few.First, what’s the big picture trend for online marketing in an economic downturn? According to Marketing Sherpa, email stands out as the key tactic for 2009 (subscription required). We all know that when done right, email can play an essential role in generating and nurturing leads, and eventually, sales.
But you need to be careful – with many marketers turning to email, competition for the inbox will be more intense than ever. It is essential that your message be relevant. It no longer makes sense to “batch and blast” your emails. In this economy, blasting to poorly managed databases only adds to your cost. Don’t wear out your list with repetitive, irrelevant messages. Know your core audience and don’t be afraid to talk to them directly.
So, as we tighten the belt on the budget, let’s also tighten the reins on our email list. Focus on segmenting your lists, optimizing your content, testing your content… and don’t forget your landing pages! Landing pages are an essential part of your communication with your customer. Apply the same rules to your landing pages as you do your email communications – test and optimize. If you have useful data about your customers, spend some time with it. Once you’re educated about your customer – their interests and needs – you can tailor a message to them. Spend some time testing things like subject lines, offers, and creative. Use dynamic content to speak specifically to your target customers’ behavior, and carry that relevance to every touch point! After your campaign is complete, review your results and make educated decisions about your next campaign.
The key in this economy is to find a software solution that can execute each of these tactics so you don’t have to waste money on redundant software expenses and very expensive software integrations.
Remember, with great power comes great responsibility. And with great email comes great power!
