Email Marketing: 3 Tips to Take Your Email Marketing Program to the Next Level
By consistently producing the highest return on investment of any marketing vehicle, it’s easy to see why email is a part of most every marketer’s toolbox.
The challenge is getting your email message to stand out among the clutter. That encompasses a number of factors, including first and foremost getting your message delivered. After that, catchy subject lines, relevant content, enticing offers, great creative, among other things will determine whether your message connects with consumers. To help you optimize your email marketing program, here are three best practices to follow:
1. Test formatting and delivery across multiple email clients. There are dozens of email clients (e.g., Outlook 2003, Outlook 2007, Lotus, Entourage, Thunderbird, etc.) and webmail services (e.g., AOL, Gmail, Yahoo, Hotmail, etc.), and each renders emails slightly differently. Make sure your emails are relevant and coherent to recipients even if images aren’t rendered properly. Remember, most email service providers’ default setting is to have images turned off. Test to ensure your email isn’t getting caught in a spam filter.
2. Find the optimal balance for your email creative. There are four key elements in email design: graphics, layout, color and images. When creating your newsletter, find the balance between these components that works for your brand. Don’t cram the design full of graphic elements and colors. Rather, keep the layout clean with a few splashes of color and assorted images.
3. Establish a rhythm that encompasses the cadence, frequency and sequencing of your email program. Defining the correct rhythm for a program means understanding that frequency and cadence vary depending upon which period of the life cycle the subscriber is in with you. A new-to-file subscriber with profile characteristics that resemble your most engaged audience, for example, can receive (and should) more emails than other segments of your subscriber base.
Depending on a subscriber’s level of engagement with your brand, the recommended rhythm may also be different. What’s more, monitoring subscriber churn is also an important element in understanding optimal email rhythm.
Between declining subscriber engagement and increasing churn, those are two clear informational drivers to help optimize your email program’s rhythm.