DBG has been lucky enough to put together a three part series on Email Marketing for local magazine – in-Business. In this second installment, our Managing Director Daniel Wilson helps us to take a look at how to effectively manage your database to continue engagement with key clientele.
A business must successfully manage its email marketing database if it wants to retain customer engagement and continue to achieve a return on investment. One key tool is segmentation. You need to divide your target market into subsets to address the specific needs of each group,” he said. “It’s also important to pay attention to what happens after you send an email out too – you need to check the level of engagement – clicks, forwards, shares. Once you have this data, you need to delve into these figures to determine what people are reading – and what is not being read.” Daniel says it is important to recognise what topics or subjects are worth pursuing after capturing the attention of the audience. “Topics that aren’t receiving much interest should have much less of a focus,” he said.