No sector alimentar é fundamental relacionar-se com o consumidor final. Entregar a mensagem certa à pessoa certa e ouvir o consumidor deverão ser factores a ter em conta nas suas acções de Email Marketing.
Email marketing is an affordable and useful tool for premium food marketers, but like most successful marketing – there needs to be a focus on the customer.
Just like every step of the marketing process, it is important to plan and summarize how email marketing will further your overall strategic goals.
Customers should be seen and heard – Michelle Kohanzo, director of marketing, Land of Nod
Ask and ye shall receive – Craig Calder, VP of marketing, Travelzoo
Customize it – David Almoslino, senior director of marketing, Trimble Navigation Ltd.
Social and email are so very complementary – Gary Spangler, e-marketing manager, DuPont.
Some suggestions on how to incorporate Email marketing into your campaigns:
Customize your messages to specific customer preferences by creating multiple customer lists based on past purchases.
Timing is important – more consumers have smartphones and can receive emails at all hours. Try to catch your customers when they could be making purchase decisions to close the loop.
Always link back to social media — use email as a tool to promote your social media campaigns.
Social media activities are becoming more commonplace in most everyone’s overall marketing channel strategy. The growth of links in email marketing campaigns directing customers to the brand’s Twitter or Facebook page is staggering.
If you employ a social media campaign, don’t forget the vast opportunities to promote it — email should be at the top of your checklist.
Social media sites have gained in link percentage since first quarter of 2007:
MySpace growing 1,309% over the last 2 ½ years
LinkedIn 10,265%
Twitter 297,175%
Facebook an outstanding 370,106%
Above all, listen to your customers and take note of other premium food marketers past successes and failures to hone your email marketing campaign.
