How Promotional Product Distributors Can Create Successful Email Campaigns

With a diverse audience and an even more diverse array of products and services, running successful email marketing campaigns as a promotional distributor can seem daunting. So how can promotional distributors successfully use email marketing to increase sales? By following certain guidelines, you’ll be able to take your email marketing efforts to the next level.

Segmented Lists

Because promotional distributors have such a diverse assortment of customers, list segmenting plays a vital role in success of email campaigns. When it comes to segmenting your lists, recognizing the differences in your buyers is a must.

Look for specific attributes that you know about an individual to segment your lists, and then tailor the content and offers specifically to those groups.

Some of the key attributes you may want to look for include:

  • When they’ve purchased or inquired
  • What they’ve purchased or inquired about
  • By geography
  • By industry.

By narrowing your focus and sending messages to targeted groups within your lists, your recipients will find your campaign more relevant – and relevant campaigns get better results.

Enticing Subject Lines

It’s been said many times that you shouldn’t judge a book by its cover. However, when it comes to emails, your audience will make a snap decision on whether they deem it worthy of their time. It’s common for consumers to wonder, “what’s in it for me?” when they get an email.

Readers want to know upfront what they get out of opening and reading your email. An example is “shop now for big savings”. You want them to shop now, and they benefit from doing so by saving money.

A/B Testing

When it comes to a successful call-to-action, or even content for that matter, it’s seldom that you’ll hit the nail on the head the first time around. Meaning, it may take a few tries for you to see what layout or verbiage resonates best with your audience.

n an A/B test (also known as split testing), you set up two variations of one campaign and send it to a small percentage of your recipients. Half of the test group is sent version A, while the other half is sent version B. The result, measured by the most opens or clicks, determines the winning campaign; and that version is sent to the remaining subscribers.

This is a great way for you to understand what your customers (in general) like or prefer. While it may be tempting to test more than one aspect at once, its important to only test one to get accurate results. An example of A/B testing a call to action is “Buy Now!” vs. “See Plans and Pricing”.

Now you may be wondering when is the best time to send an email? How do I track the success of my campaigns? And what is marketing automation?

To find the answers to all of these questions and more, please review our webinar on “Email Marketing Tactics to Increase Sales for Promo Distributors” that took place on May 12, 2015.

[slideshare id=48065675&doc=emailmarketingtacticstoincreasesalesforpromodistributors-150512193000-lva1-app6892]

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