The e-word can be scary, but email marketing isn’t as difficult as you think.
Take a look at your email inbox. Chances are, you have a few emails in there that you’d rather not address (or even open for that matter).
What was invented to be an innovative, time-saving communication technology has morphed into an abyss that can be overwhelming, to say the least. There’s a reason memes like this one are popular among millennials new to the work force.
So how can we strategically cut through the clutter on this heavily-saturated platform? Are e-blasts still relevant?
Let’s start with revisiting that word: e-blast. When email first came around as a marketing tool, capabilities were much more limited than they are now. An e-blast implies that a large group of people will be “blasted” with the same information; when in fact, email marketing can be used to speak to much more targeted audiences. And while email is much-maligned, it is still surprisingly effective and incredibly efficient when used correctly, as worldwide email use continues to grow year after year.
Don’t hate email—embrace it. Here are three ways to streamline your email marketing and more effectively communicate with your subscribers.
3 ways to improve your email marketing
1. Get to know your audience
Who is signed up to receive your emails? Are some interested in only receiving certain updates, while others want any and all information that your organization can provide? Email marketing services—from Mailchimp to Emma to Constant Contact and more—allow marketers to target their subscribers in a variety of ways.
First and foremost, ensure that you are only contacting individuals who have personally opted in to receive your emails. Whether you are entering names you have gathered or you have a sign-up form on your site, you must send opt-in notices that can be accepted or declined, so that you are adhering to CAN-SPAM guidelines.
Ask your subscribers to provide you with information about the kinds of updates they are interested in receiving. Target through groups and segments of your email marketing lists and be diligent about only sending information that individuals have signed up to receive. This helps continue brand trust and increases the likelihood that your campaigns will be opened. No one wants to be the organization whose emails are unavoidable and cumbersome.
2. Timing matters
It sounds intuitive, but marketers should always email with a purpose. Work with your target audiences and communications partners to determine the appropriate amount of email sends per week or month and stick to it. Subscribers whose inboxes are flooded with unnecessary or unwanted messages are more likely to unsubscribe, removing themselves from receiving the emails that contain pertinent information. When you strategically and respectfully schedule your email distributions, your communications will make more of an impact with your audience.
3. Track and pivot
Metrics are essential to success on any marketing platform – email included. Utilizing your email marketing provider’s analytics tools, evaluate the performance of each email campaign send. Key metrics to monitor in your email marketing include campaign open rates, click rates and list growth. By measuring the successes and failures of your email distribution, you continually increase in knowledge of your audience and can provide your organization with room to optimize and improve with each new outreach.
Interested in learning more about developing a strategic, integrated email marketing program? Contact us at firstname.lastname@example.org.