Each year we reevaluate our processes and tactics to make improvements. And there always seems to be room for improvement! We especially love hearing how others have made improvements. Below we’ve listed some articles that were helpful to us—the first is evaluating and the second is taking an actionable step—to improve our email marketing.
Evaluate Your Purpose
Staying Top of Mind is Not the Goal for Email Marketing [Blog]
If your purpose for email marketing is to stay “top of mind,” you need to rethink your purpose. Keeping your name in front of prospects without feeding them relevant or useful content that can improve their marketing is called 'spray and pray'. And it doesn’t work. We admit we were guilty of this technique when we first started email marketing! Now, relevant and solutions-driven content is our purpose. Be determined to be content-focused to make your email worth reading.
We like to focus our content on solutions for our recipients’ pain points. Boy, sometime as marketers we go to great lengths to find out those pain points, don’t we?
In this next resource, marketers do the talking on how they’ve made improvements.
Try Split Testing
Email Optimization Secrets: What 1,397 Marketers are Doing to Get Better Results [Webinar]
This webinar was based on a survey including 1,397 marketers. One piece of the results said that 40% of email marketers are testing only 1-10% of email campaigns. Email testing is a low-cost way to optimize email marketing; many experts are insisting that all marketers should be using it. Some have professed a double-digit improved conversion rate!
The best way is to start simple with A/B testing (aka, split testing). Here’s how to do it: compose identical email messages but write two subject lines (Options A and B). Send Option A to half your email list and Option B to the other half. Record deliverability, open rates, click through rates, and all other results on both options. Simple, right? Identical split testing can be done on the call to action, landing page copy, images or visuals, etc.
Start improving your email marketing by taking these first two steps! And if you are an experienced email marketer, let us know the magic key that unlocked your company’s email marketing success in the comments below.