This is the last in my series on how to measure your marketing efforts. Throughout this week, I have provided several tips on how to make sure that you are spending money wisely on your marketing efforts. For many small businesses, marketing represents the largest – and most important – spending category. You must make sure you know exactly how your marketing efforts are driving leads, lead conversions, and referrals.
The linked article from Inc. Magazine provides several helpful tips for your e-mail marketing efforts. E-mail is a definite siren song for many entrepreneurs. E-mail is free, easy to type, and able to reach many people with supposed minimal effort. However, you often get what you pay for, which means you don’t get much response from your e-mail marketing.
You want to develop efforts that have a high probability of generating sales leads. You can do this in many e-mail management programs (I use MailChimp, which is free if you have fewer than 500 contacts and send fewer than 3,000 e-mails per month) by sending the same campaign with slightly different titles or content. This is yet another way to generate marketing options (noted in an earlier FirstStep Concepts blog post this week) that you can measure. Once you find the words or titles that are generating more traffic, you can target your message even more.
E-mail marketing can be a very profitable marketing channel for your business, but you must find ways to target specific ideal clients instead of just blasting your entire e-mail list with the same message. That is a recipe for wasting your valuable time.
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