How Email Marketing Brought More Money To A Local Philadelphia Small Business
Here’s more insight from the Smallbiztechnology.com webinar, “Using Low Cost Tech Tools: Lessons From A Local Business” – 30 March 2010
Hosted by: Ramon Ray, Editor & Technology Evangelist, Smallbiztechnology.com and Melanie Attia, Product Marketing Manager, Campaigner
Local Small Business: Elaine Bolle, Chief Operating Officer, Clinical Research Site Training, Philadelphia Pennsylvania
About the Local Business
Clinical Research Site Training
(CRST) trains medical staff in how to effectively conduct clinical
trials. CRST has a team of trainers that fly all over the country, with
laptop and data projector in hand and train medical professionals
involved with managing and coordinating clinical trials. They train
them at sites such as private practices, multi-specialty clinics,
hospitals and research organizations.
We hear so much about hosted applications, Twitter and Facebook that
the use of email marketing are sometimes lost in the day to day media
shuffle of business marketing and communication.
For those of you who are doing email marketing, and there are many
of you out there, we find that there are two types of businesses. Most
of you are doing just the basics of email marketing. You login, put
together a newsletter and hit send. However, there are very few in this
second category – those who take the time to leverage the POWER of
email marketing for their businesses. Who pour over the analytics,
review the design, agonize over subject lines and more.
If you want to boost your revenue, it’s time to take things to another level.
LESSON ONE: Segment Your Customers
(Do little boys (in general) like Barbie dolls for Christmas?)
Since CRST’s customers are quite diverse, sending one email
newsletter to everyone is not the best way to reach them. Instead,
Elaine carefully reviews her customers and then segments her emails by
a variety of criteria, including geography, zip code, product, by
company, how someone has responded to email in the past, etc.
For example, workshops done in Toronto, Canada, should make
reference to local hospitals in Canada. Workshops given in Atlanta
should not reference clinics in Tulsa. Segmenting the message you are
sending to meet the precise needs of the recipient ensures that it will
be better received and better responded to.
LESSON TWO: Measure Email Metrics
(If the audience doesn’t laugh, is the comedian funny?)
After sending out her email newsletters, Elaine is very careful to
measure the analytics of each email campaign. For example knowing that
80% of the recipients opened the first email and signed up for a
training sessions means that she can can just email the 20% who have
not responded. Or maybe Elaine used a new subject line and can see
based on the email response that it was not as effective as another
It is important to carefully and strategically look at the analytics
of each email campaign to see how successful the campaigns are.
LESSON THREE: Consistency of Branding