FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 16 4.2 K EY P ERFORMANCE I NDICATORS A major advantage of using e-mail marketing is that you can easily measure success of your campaigns. Email marketing still has the highest response rates and enables complex analysis and conclusions regarding the interests of your target audience. In order not to get lost in the flood of possible metrics, in the beginning focus on the most mean- ingful values. These include delivery rate, open rate and unsubscribe rate. The delivery rate shows you how many emails have actually reached their receivers. If there are big differences between the number of sent and received e-mails, you should check your distri- bution list. The open rate tells you how many of the delivered emails were actually opened. It is one of the most central figures and provides information on the relevance of the topic for the selected tar- get group and also the quality of subscribed e-mail addresses. The right subject line and sender name are crucial for improving your opening rates. The unsubscribe rate tells you how many e-mail recipients do not wish to receive any more e- mails from you in the future. There are certainly many causes of unsubscriptions. Generally how- ever, it can be assumed that the content is not relevant or sending frequency is too high or too low. As a result of high unsubscribe rate your distribution lists can shrink. That's why you should always make sure that there is more new subscribers than people who decide to unsubscribe. Our recommendations for e-mail marketing Tip 1: If e-mail marketing is the right medium for reaching your goals and your target audience, you should build up an e-mail list and ensure positive growth. Allow the visitors of your website to subscribe to your newsletter through a simple registration form. It helps if you can offer your users an incentive in exchange for subscribing, for example discounts or coupons. Tip 2: Attractive newsletters can quickly lead to high numbers of subscriptions. Keep track of them by using automated e-mail software. Specialized e-mail marketing tools let you compose and send professional e-mails and they also include interesting tools for analy- sis. One of software providers is CleverReach (www.cleverreach.com ). After creating a mailing list you can start right away with sending different layout templates. Tip 3: You have to sort and plan your communication. Each mailing should have one specific topic. Do you have enough time resources? Offer your customers a variety of topics. You can prepare a series of newsletters on one subject. For example, the history of your fortress, exciting details about the exhibitions you organise or information about the ar- chitecture. Events are of course a very popular topic for a newsletter. In this way you learn what interests your visitors the most. The results may surprise you!