this is where integrating data into your email marketing can be really, really valuable.
I think it’s very important not to get caught up in a numbers game because there’s no point having 20,000 prospects on your database if actually only 200 of them are ever going to become good customers. You’ve spent a huge amount of money acquiring quite a lot of bad names,
to be quite frank. So that’s not a good use of time or effort.
NJ: So what is the most effective way to get your customers to buy? CN: Well we think with PhotoBox having 2 million members on its database, all at different stages of ‘active’ within the file,
it’s really
important that we try to lock them into the brand. And we found email to be a really vital part of the marketing mix that we’ve used for PhotoBox.
In all the campaigns that we do, the messaging is focussing on increasing spend. So getting people to step up – if they’ve ordered an enlargement for example in the case of Photobox – getting them to step up to order a poster. And when we’ve done offers (‘You know you brought enlargements, have you thought about buying a poster?’), we saw fantastic response to those campaigns.
Well, you need to gather information about what are these people interested in and then tailor the content dynamically so that what you’re doing is inspiring them to want to come back to your site, use it again and ultimately place an order.
NJ: Would you recommend email marketing over and above other marketing tools? CN: It is a great tool but it’s not the only tool you can use for marketing. So I guess although we are talking now about email marketing, I would just say don’t walk away from this and suddenly divert your entire budget into email marketing because it could go hideously wrong. So if you
36 HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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