Tuesday, 22 September 2015 / Published in Uncategorized

New survey results on your email promotion

A recent survey of LERN members found that more than 86 percent of those responding use email to promote their classes and programs. That’s the good news. LERN members are adopting online strategies to support traditional marketing.
All the news is not good; however. The survey found that of those using email from promotion, slightly more than 25 percent do not target their emails. LERN has stressed the importance of segmentation and targeting for traditional marketing. It increases response and saves on costs and most LERN members understand that segmentation in direct marketing is critical.
Targeting is just as important for email and other eMarketing strategies as it is for direct mail; however, many programs struggle with understanding how to analyze and target with digital media. LERN consultants are available to help members with these challenges.
Track Customer Preferences
Tracking open and click-through rates is one important way to evaluate the effectiveness of your email campaign efforts. In the recent LERN survey, about 40 percent of those responding to the question “Approximately, what percentage of people receiving your emails click through to your website?” indicated they did not know this information. Tracking click-through rates is critical to refining your email success and improving the marketing effectiveness of your email efforts and this is another area where LERN consultants are available to provide support.
What Participants want
One of the biggest values of tracking your email performance is that it can help marketing and program staff understand what customers want. Individuals will obviously click on those topics of greatest interest or relevance to their needs. Below are some of the top areas of interest tracked by LERN members:
Colleges: