At this webinar Michael Leander will give you practical
insights and show you how to create effective customer profiling
programs which essentially will increase the success of your
permisison based email marketing programs.
If you are like most email marketers, you are likely to
struggle with:
- high opt-out rates
- low open rates
- low click-through
rates
- email marketing programs not delivering satisfactory
tangible results
This webinar will show you how
to improve all of the above.
The program for this webinar (online seminar):
- Introduction by Jørgen Andreassen,
Marketing and membership manager at FEDMA
- Profiling to improve permission based email marketing results
by Michael Leander
- Acquiring permission - what to ask for, and what
not
- How to successfully profile new permission acquisitions at
point of sign-up
- How do you decide which types of
information are relevant?
- The 5 golden rules of consistent
profiling and how they benefit you
- Using profiling to
increase results and end-user satisfaction
-
Practical examples - see how profiling is done LIVE
More background:
One reason why email marketing is an effective marketing tool is
because of its inherent ability to collect data and then implement
programs to accommodate and satisfy this information. In its simplest
form, profiling is asking recipients about their preferences so that
marketers can provide them with relevant information and offers on
products and services that are of interest to them.
Keeping profiles simple is often the best rule of thumb.
Essentially, marketers want to know who they are, what they want, how
they want to be contacted and how often. It is also prudent to provide
"end-users" with access to view and freely update their
profile. Putting control in the hands of the end-user is far better
than having them unsubscribe from your emails because you sent them
something they did not want to receive.
Successfull email marketing depends on your ability to profile
your target groups effectively and to use the acquired information in
a relevant fashion.
About Michael Leander
A Dane, Michael Leander is a
highly experienced international direct and interactive marketing
expert. Having worked with permission based email marketing since
the mid nineties, he has presented his permission marketing ideas in
front of thousands of people in many countries in Europe and
Asia.
Michael Leander is also an instructor at the certificate
rewarding FEDMA Permission Marketing ABC course, at Drayton Bird's
EADIM (European Academy of Direct and Interactive
Marketing) and at the
International Senior Management Programme in Direct,
Interactive & Relationship Marketing organized by
FEDMA, Direct Marketing Association (DMA) and ICEMD.
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