Canadian SEO by Email: Still a Winner, eh!
Sure, I know….email affects us all and when you think of email, like most of us, you most likely think of SPAM! I know…I know….but hear me out, eh! The folks over at Marketing Sherpa have a recent set of stats on tests that they just ran on the channel and complexity of the sale will determine the effectiveness of email marketing objectives….heres’ what they had to say in the summary –
“The channel and complexity of the sale will determine the effectiveness of email marketing objectives. We asked more than 1,100 marketers to identify the effectiveness of email in achieving marketing and sales pipeline objectives, starting with “building brand awareness” through “improving customer retention…”
The graph below shows various items listed as being the rationale behind the email campaigns that were run, and the two biggest items were running email campaigns to increase web traffic to the sender’s website and to increase sales revenues. I don’t think anyone anywhere would argue that both of these items are not aligned, nor for that matter less important in rankings than to be the #1/#2 reasons for email campaigns in the first place. You run them to do both, eh…and that’s the real rationale that all of use online marketers attempt to accomplish here for online marketing…as well, I suppose as globally too!
To read more, you can also download the free Marketing Sherpa report entitled “2011 Email Marketing Benchmark Report” from this link….and the summary while solid could be fully explained if you also are a member of Marketing Sherpa and have access to the full report.
On another note, we often find that clients have outdated, older email lists…and they wonder (as we do too) on the validity of those lists, i.e. is the address valid, have they opted in for sure…etc. etc. In our way of thinking the only way to then “test” the list is to look for a marketing tactic email list validation rationale…and we mention this as once again the Marketing Sherpa folks have another recent Case Study with this sumary fyi –
” Email addresses are only valuable if you know something about them — like whether or not their owners have opted-in to receive your messages. Without knowing their opt-in status or contact information, they’re dead weight in your database.
Check out this test Cisco Systems ran to turn email addresses it knew little about into active subscribers. You’ll see that offering nothing is sometimes more effective than offering a whitepaper…”
That you don’t need to make an offer to email contacts when marketing to them, that includes anything at all…and here’s the link to that Case Study from them for your own edification, eh! As well, there are also some further great links offered for more information on email as a marketing tactic for those of our readers who use this tactic already…or might want to know more about adding such a tactic to your online marketing mix, eh!
While the Cisco Case Study affected only their US lists…it is a fact, we know, that this testing will hold true up here for Canadian SEO too…that if you choose to test your own older lists with this kind of validation tactic, that you will find the same kind of statistical revue and numbers. We Canucks are different in many ways from our Americans below the 49th but not in this channel, eh!Google