How to Resurrect Your Email Marketing
Has an Evil Monster Been Sucking the Blood Out of Your Email Campaigns?
Email marketing continues to be a powerful and critical part of the marketing mix, yet many companies are struggling with declining open and click-through rates. Below we’ve outlined some ways you can help ward off the creatures in the dark derailing your efforts.
Bring Your Email Marketing Back From the Dead
Shake the Cobwebs off Your Lists
Email lists degrade as much as 20% each year. People change jobs, opt out, update email preferences… so while it doesn’t cost you anything to keep pushing “send”, your sender reputation, deliverability and open rates suffer. Following the strategy utilized for direct mail lists, remove (or isolate for a recapturing campaign) contacts who haven’t engaged in over 6 months. You could even consider sending a campaign specifically asking participants to opt in, in an effort to hone your list down to the more valuable, interested participants.
The Best-Decorated Houses…
…get the best traffic. The same principle applies to all forms of email. Eye-catching design, relevant content, and a compelling call-to-action breathe life into your emails — and measurably improve response from your audience. Remember, the goal is to get recipients to click, and you can’t rely on words alone. Capitalize on powerful, action-oriented copy with complementary graphics that really pop. Over half of all email gets opened on smartphones so be sure your emails are mobile optimized and your message can display efficiently. On the plus side, Gmail now allows images to download automatically, possibly contributing to the steady rise in open rates. But not all email clients are created equal, so marketers and designers will need to plan for designs that convey their message and brand no matter how they might get displayed.
The Value of the Variety Pack
With open rates averaging 20% or higher, you might be thinking, wow, maybe I should spend ALL of my money on email campaigns! But that’s not necessarily the case, especially when you haven’t yet determined what will resonate with a newly-identified or targeted audience. A series of eye-catching direct mailers can really grab someone’s attention, and if it’s reinforced by a complementary series of emails, your response rates will likely be higher than single-channel efforts. Maximize the unique benefits of print and digital, and identify how to combine the best of each. Be strategic in identifying additional channels that could bolster your campaign, and thoughtful about how you’ll present across them. By adding print, PPC and social media elements to an email campaign, you create one of the most powerful mixes.
Know Your Demons
The better you understand your target audience, the more tailored your message and call to action can be. People who have responded to you in the past are more likely to open and read your messages so don’t abuse the privilege; keep the message tailored and valuable so they continue to opt in, and you don’t become a recurring nightmare. You’ll also want to focus on the people you have yet to win over – take a deeper dive into the audience who has interacted with you before but not yet “bitten”. For example, isolate and speak specifically to people who’ve abandoned their shopping cart, or create product/service specific promotions based on website browsing behavior. Craft a strategy specific to each group, taking into consideration everything from cadence to messaging and offers, based on the data you’ve gathered.
These are just a few of the many ways you can refine and improve your email marketing programs. The good news is that most are easy and produce quick results in increasing response – and even revenue for some. Strata specializes in data-driven direct marketing, including email marketing, that produces some of the highest response rates in the industry. Contact us to learn how we can help you achieve the same.
About Katrina Denk
Possessing over 10 years of experience leading strategic and tactical marketing efforts of some of the area’s most respected businesses, Marketing Director Katrina Denk brings a wide breadth of knowledge to every initiative she oversees. Whether it’s a product launch or a multi-touch email campaign, she understands all the ins and outs of the marketing mix. In her free time, Katrina is an enthusiastic world traveler and animal lover.