Are you making the most of your email marketing? We use the email marketing system of Adobe Business Catalyst extensively, and promote same to our clients. Along with our great friends at Pretty Pollution in Sydney, we help our clients send thousands of email campaigns each year.
We've discovered a number of ways to ensure email marketing campaigns are successful and, while it's convenient to just have one or two large mailing lists, you're potentially losing out on conversions by bombarding your audience with communication that may not apply to them.
For example, we have a number of clients with eCommerce websites, and a number of clients without. If we're advertising eCommerce-only services to the clients without that feature, they'll eventually just automatically assume that our communication is no use to them and our campaigns will go straight into the trash.
To avoid this, the most successful email marketers use targeted lists to ensure that the audience they're reaching will actually have a use for the product. With Business Catalyst you can achieve this in two ways; by multiple mailing lists, or via custom reports.
One of the great things about Business Catalyst is that there is no limit to the number of mailing lists you can maintain. These lists are static, which means that they won't be automatically updated by the website - rather, new readers will need to be added either by you or by themselves through the website. As such they're great for seldom-changed databases.
You can have exactly as many as you need to make sure that you're not advertising to the wrong audience.
To create these lists, you just need to create a new Excel file with your desired audience and upload it to a new list in the Email Marketing area of the website;
Grab our tutorial on that here
Custom Reports are a great way to target users dynamically, especially where the audience will change regularly.
Say you want to target all of your customers that placed an order greater than $100 over the past month - with custom reports, this will always be updated to match the last month without the need to constantly keep it updated manually.
You just need to create and save a custom report for it to become available in the Campaign Recipient list.
Excluding Lists or Reports
In addition to the ways you can select recipients to receive your communication, Adobe Business Catalyst recently introduced a function whereby you could select lists to exclude.
You can view a video tutorial on this here
but the long and short of it is that you can select lists to exclude; even if you have users in a recipient list, if they appear in an exclusion list they won't receive the campaign.