FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 17 Tip 4: Once a month? Once a week? From time to time? Think about the sending frequency. Remember that “less is sometimes more”. Send a newsletter whenever you have some- thing to share, not only something to send. Always keep the size of your e-mail distribu- tion list in mind. If you have more unsubscriptions than new subscribers, it may mean you send newsletters too often or too rarely. Tip 5: More than 50% of all emails are now read on mobile devices. Therefore, ensure that the size and content of your e-mails are optimized for mobile displays. Also, remember that your e-mail marketing is often the starting point for further actions that should also be available on mobiles. Checklist Did all your subscribers express their consent to receive the newsletter ("double opt-in method")? Do you have segmented and error-free recipient lists for your email campaigns? Do you have all the information you need for personalized and individual targeting? (E.g.: last name, first name, address, birthday, etc.) Is your content and information relevant? Does it have an added value for the recipients? Are your mailings legally compliant? Imprint and the possibility of cancellation must be in- cluded in each mailing. Have you set goals? Think about what you want to achieve with your mailings! Do you keep in mind the results of your mailings? Are you measuring the key performance indicators of the campaigns and do you optimize them accordingly? Are your content and ways of interacting with customers optimized for mobile devices?