Do you have loyal fans? Perhaps a family member always shares or likes your social media posts. Maybe you have colleagues who refer you quite often. Third party validation is the best. But did you know that current customers and people that subscribe to your newsletter may be the path to finding your best customer?
Your email subscribers already have expressed interest in the products and services you offer, and many of them are likely opening, reading, and acting on your emails on a consistent basis. Are you really analyzing your email reports to identify the people who are most interested in your business and look for opportunities to strengthen these customer relationships?
Here are some tips to analyze your email list data and tap into your best customers:
Opens
- Who opens your emails the most? These are the people who are most interested in what you have to say and have the potential to become loyal advocates for your business. Look at prior month’s topics to see if your open rate was higher or lower in previous months. Remember – each month will be different.
Click-throughs to product introductions or features
- Next, review which customers are consistently clicking through to the content you put in your emails. This could be a blog post about a new product or service, a coupon or special offer.
- There’s a good chance many of these people have already made a purchase or signed up for one of your services, consider reaching out to them with an online survey or a special offer to further that relationship and learn more about what they’re most interested in. If you include links to your website or social media accounts in your email campaigns, your reports will review who clicked on these links.
Coupon redemption
- Coupons are a great way to look at a measurable action that people can redeem online. This is a great way to identify people who are not only clicking through to learn more, but are actually taking the next step to redeem an offer. Make sure to list an expiration date on your coupon so it doesn’t appear to be open ended. This helps to create a sense of urgency.
Social follows
- If you’re using email to promote your social channels, look to see who is taking the next step to like your Facebook Page or follow your updates on sites like Twitter, Instagram, or LinkedIn. Are you taking the next step to also share your newsletter on your channels as an additional way to reach new followers?
Current customers and business colleagues can be your best brand advocates. By utilizing your email list and doing a little bit of simple analysis, you’ll be on your way to asking these involved, devoted customers to help increase the power of your marketing in no time!
Do you have questions on reporting, or are you interesting in learning how email marketing can be a cost effect way to reach potential customers? Give us a call at 724-612-0755.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.