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When to End Your
Email Marketing
Campaign |
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When to End Your Email Marketing
Campaign
Deciding when to end an email marketing
campaign is one subject which many business owners may
struggle with on a regular basis. This decision can be
difficult both in situations in which the email marketing
campaign is enjoying a great deal of success and in situations
in which the email marketing campaign is failing. In general
business owners will have to evaluate a number of different
criteria to make this decision and there is no one specific
formula which will work for all business owners. In this
article we will examine three different scenarios including a
successful email marketing campaign which is approaching a
logical conclusion, an email marketing campaign which is
failing and a successful email marketing campaign which may be
able to run indefinitely.
First we will examine the case of a
successful email marketing campaign which is approaching a
logical conclusion. In some cases it may be logical for a
business owner to conclude his email marketing efforts. The
most obvious example is an email marketing campaign which is
focused on achieving a specific goal and not selling products
or services. For example an email marketing campaign which is
political in nature may start off slowly, peak during a time
when voters are most interested in obtaining information about
the issues and then begin to wane as the voting process begins
and the majority of voters have already made their decision.
Similarly an email marketing campaign which is focused on
collecting donations for a specific charity will logically end
as the goal is reached. These email marketing campaigns may be
highly successful but there is simply no reason to continue
them beyond when the goals is reached.
Next we will consider the case of an
email marketing campaign which is not achieving its goal.
Deciding when to end an email marketing campaign of this
nature can be difficult because it will involve a number of
different factors. For example if the business owner is
investing a great deal of time and money into email marketing
and not generating results despite an honest effort it may be
time to end this marketing campaign. However, if the business
owner has not invested a great deal in the email marketing
campaign and has a few remaining ideas for turning the
campaign into a success, it might be worthwhile to continue
the email campaign for a little longer to see if the desired
goals can be met.
Finally, it is important to note that
email marketing campaigns do not always have to come to an
end. Consider a niche topic such as search engine optimization
(SEO). A business owner who has been producing and
distributing monthly e-newsletters on this subject and
receiving a positive response to these email marketing tools,
there is not reason for him to discontinue the email marketing
as long as he is still capable of producing the e-newsletters.
Similarly to the way many magazines have been in publication
for years and years it is possible for an e-newsletter to
remain active for as long s there is a need and an interest in
the information being provided. In our example of a business
owner publishing an SEO newsletter, the need for this product
remains because SEO is continually evolving and recipients of
the e-newsletter may anticipate receiving the e-newsletter
each month to get more information on current trends in the
industry.
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