Follow the leader

21st January 2011 By Louise Stephens in Email design

Many people are sending out regular email marketing campaigns create a fantastic e-newsletter, with high click-through and open rates, and then totally fail to follow-up with a subsequent campaign. Time can often be a factor in this, but if you want a strong return on investment, follow-up campaigns are the way to go.

I am an eBay nut. A few weeks ago, I had a email from them to say they had a free listing day. I logged on and ended up buying a pile of clothes for a walking trip. This morning, I received an email from eBay to say they had a sale on their outdoor clothing ranges with a link to the page. I clicked on it and bought some extra accessories that I was mulling over. A great result for eBay! And for me. The great news is that this can easily work for your own organisation.

Sending a follow-up provides the opportunity to make the most out of your warm leads and create a much more targeted communication. Our little green plane email marketing service provides all the tools needed to create a successful follow-up campaign.

The points to stick to are:

  • Filter first: Ensuring your data is split into relevant sub categories to start with makes follow-up emails a doddle. If you are planning to send information out to two or more different groups, set your data lists up in this format. This will allow you to select individual lists, or all lists, for any campaign.
  • Customise to your audience: Use the analysis from the first campaign to decide which products or services would most suit each of your audiences. Then create a follow-up email to suit.
  • The more the merrier: You are not restricted to sending just one follow-up email. If you have sent an original email that promotes two different services, you can use the click-through and open rates of both to further segment your data lists.
  • Use the rein(force): Setting solid foundations in the first instance will reap rewards in the long run. Collating your data in an ordered way from the word ‘go’ ensures you will be making the process of updating your lists more efficient.  Separating contact details by first name, surname, company name, email and postcode is a good starter-for-ten and makes personalisation easier.
  • Testing, testing: If your first email had a low click-through or open rate, test out a few options with your follow-up campaigns. Experiment with the subject lines, times and compare with different data lists. Learn from this and your emails will go far.
  • Integrate: Don’t forget you can also extend your follow-up campaign by establishing sign-up sheets on your website or making courtesy calls. It all adds up to a polished and professional image of your firm.

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.