by Sheri Heiney, President & CEO of the Prescott Chamber of Commerce
While we quickly head toward the heat of summer, there’s still time to do some spring cleaning with your data. A nice clean email list can help you make the most of your ecommerce and increase summer sales.
Segment
Did you get every name on your list the same way? Or did they get added through a variety of sources including ads, referrals, point of sale signups, and other ways?
Take a moment to look into what each way tells you about them. Did they come to you after an e-commerce transaction or sign-up as part of a contest? How you got them is as important as how they continue to interact with you.
Look for ways to give them more of what they want in a personalized way by understanding what brought them to you in the first place.
Remove nondeliverables
You know the bounce backs you get every time you send? Look at the list and check for any obvious problems. Many are due to key errors and are easy to recognize. Fix them. If it’s not obvious why they aren’t going through, get rid of them. You don’t want to pay for invalid contacts.
Get rid of dupes
Sometimes people get on lists from multiple ways, or they use different email addresses without realizing it. Take a quick scan for duplicate names. Do them a favor and merge the contacts. No one enjoys receiving two emails from you on each send.
Add some summer spice
Depending on your business, you may see more visitors in the summer on e-commerce or in-person. Since we’re talking about digital marketing here, look for ways you can add some summer spice to your website content, your newsletter, your landing page and your email messaging.
People are ready for fun times. They want school to be over and — unlike last summer — be able to do something.
There’s an excitement in the air that has not been there for a while. Use this renewed energy to take a second look at your digital marketing. Make some quick tweaks and get ready for summer and increased sales.
For more information about the Prescott Chamber of Commerce, visit www.prescott.org or call 928.445.2000 or 1.800.266.7534, or stop by the Visitor Information Center, 117 W. Goodwin St.
