How to Improve Your Email Marketing Program in Six Months or Less
It’s the beginning of a new year. Advice is flying at you from all directions. Predictions too. 2011 this and 2011 that… It can be a little overwhelming for an email marketer, especially in light of the growth of social media and all the buzz about content marketing!
At the risk of tossing even more advice your way, we want to suggest you review some of your email tactics. But rather than overwhelm you, we’ll make it easy on you: Here’s a six-month plan for improving your email marketing program.
We’ve chosen six often overlooked email marketing factors. Simply do one of these tasks below per month between now and this summer. Or if you’re on the fast track, make it a six-week plan, or even a six-day plan if you’re super ambitious. The point is, break it down into smaller pieces and you’ll be more likely to do it.
Task 1: Review your welcome message. Does it reflect your brand or is it boring and generic? Do you confirm what you promised, meaning if you’ve promised a monthly newsletter, does your welcome message confirm that? Are you offering any special rewards to people who sign up? Are you selling in your welcome email? Are you tracking the results of your welcome email over time? Choose one factor of your welcome email and run an A/B split test on it.
Task 2: Review how often you’re sending out your newsletter. If you’ve been sending out your email newsletter on the same schedule for over a year now, you might want to reconsider it based on results. What does the trending show, an increasing or decreasing open rate or is the open rate holding steady? How about click throughs? Do you have a preference center that lets subscribers choose how often they want to hear from you? Have you done any testing to see if more or less often gets better results?
Task 3: Review your transactional emails, including your confirmation and shipping emails: Give them the same once over as your welcome emails.
Task 4: Review your email design. Use a tool like eDesign Optimizer from email marketing vendor Pivotal Veracity to make sure your email marketing renders correctly in all email clients.
Task 5: Review your list building efforts. What are you currently doing to grow your in-house email list? Is there anything not working? Can you add one more technique this month, like adding an email sign to your company’s Facebook page?
Task 6: Find a reputable email marketing vendor to partner with when you need a little extra help. The time to find an email deliverability consultant or technical services agency isn’t when you need them. Find them when you have time to do your homework and make a good choice.
This is a doable list, right? And in six months, weeks or days, you’ll likely be seeing better results from your email marketing!