Five top executives share their secrets. Two hints: Get personal and test, test, test.
Xerox, eBbay, Qwest Communications, General Motors: When it comes to marketing, even big companies like these have to try to do more with less.
E-mail marketing is one powerful tool, if you know how to use it. Small companies with meager marketing budgets have no choice but to get crafty, but too many still don't know how.
We asked a slew of top executives at multibillion-dollar companies to share their e-mail marketing strategies (via e-mail). Without further ado, their answers:
Christa Carone, Chief Marketing Officer, Xerox
E-mail marketing has certainly taken on a life of its own. It's relatively easy – almost too easy so that anyone with something to sell, a list of people to sell it to and an Internet connection – can blast their message. On the one hand, it's inexpensive and it takes the old direct-mail adage "spray and pray" to a new level; on the other, it's really easy to delete. That's why our focus is on cutting through the clutter and giving you a reason to read, click, link and listen.
Our most successful campaigns are those that have embedded personalized video in the e-mail. Using variable data and customization software like XMPie, we've developed personalized e-mail marketing campaigns for Xerox promotions, the Xerox Rochester International Jazz Festival and even for our clients, like Universal Orlando. In each case, adding the personalized video to the e-mail more than doubled the click-through rate, and adding personalization in the subject line lifted open rates by an average of 40 percent, three to five times higher than the industry average.
For campaigns that linked to a direct-purchasing opportunity, sales were typically 20 percent higher than from static e-mail campaigns. And, in many cases, the viral component of the personalized video quickly multiplied our outreach and engagement with potential clients.
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