With this in mind, keep returning to these analytical markers throughout your eventual campaign. Continual research and analysis give strategies, the ability to roll with the punches and evolve following current events. The best strategies are not set in stone. With the ever-changing digital landscape, it is vital to leave a bit of flex within your overall strategy.
When you're using email as a marketing tool, you're working on a pretty personal basis. This isn't ‘drive-by' stuff -you're directly targeting customers from their inboxes. There's a huge amount of potential which comes with this kind of marketing... but you'll only reap that potential if you REALLY understand both the marketplace you're operating from, and the audience you're talking to.
Surprise: Customer loyalty is the key to success. And you can reward your loyal customers by giving them something for free every now and then. Create a “surprise” email that sends an automated email to your best customers that offers a free yearly license to your software for them to use, a gift card or even a coupon code to redeem a box of cupcakes. It’s a small cost for your business but, the reward is huge!

You split your email subscriber list into “cold” vs. “warm” leads so you can compare similar groups of customers in this test. You prepare two versions of your email—one with the normal subject line, and one with a much shorter, punchier subject line. You send half of your cold leads the normal subject line and half of your cold leads get the new, exciting subject line. You also send half of your warm leads the normal subject line, and the other half get the new subject line.
When you're using email as a marketing tool, you're working on a pretty personal basis. This isn't ‘drive-by' stuff -you're directly targeting customers from their inboxes. There's a huge amount of potential which comes with this kind of marketing... but you'll only reap that potential if you REALLY understand both the marketplace you're operating from, and the audience you're talking to.
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