Network Intellect’s Top Tips for Email Marketing

Hello and welcome to another edition of Network Intellect’s Top Tips! In today’s post we’re focusing on the best practices to undertake for a successful Email Marketing Program:

Objective:

With email campaigns ensure you have clear objectives and brand message to continue to build your community.

Database:

Ensure your mailing lists are clean, that customer data is up-to-date and that bad addresses are removed. You want to have good send/open/click-through numbers.

Subject:

Your “from” name and “subject” Line are the most important factors in determining whether or not your email gets opened. The “from” name tells the recipient whether or not to delete the email and the “subject” line tells the recipient whether or not to open it. Remember to avoid ALL CAPS and to use call-to-action terms where possible.

Revenue:

Transactional Emails can provide a fantastic opportunity to generate incremental revenue, particularly if you send offers related to recently-purchased products. For example, you may have had a user recently purchase a Blu-ray player from your website. A follow-up email highlighting a blu-ray movie bundle offer should go down a treat!

Metrics:

It’s vital that you know and understand your metrics and use them to your advantage. Start with metrics such as opens or clicks and remarket to those subscribers.

Segmentation:

Segmenting your email database will help to reduce the chances of your recipients ignoring or unsubscribing from your list. Appended customer data also enables more segmentation opportunities when you have the email address and general demographic data.

Frequency:

Think about the frequency of your email marketing campaigns. How often are you currently sending emails out to your database? Should you be sending them more frequently or less frequently? Set standard and frequency caps and try to be diligent with these.  Remember that the time of day likely has more to do with campaign success than day of the week.

Platform:

Make sure you don’t assume that everyone reads their email on desktops or laptops. More and more people are checking mail on their mobiles/handheld devices and, as such it’s important you take this audience into consideration.

Check:

Sending out an email which contains errors, misspellings, incorrect data etc portrays great unprofessionalism and will likely ensure that on-the-fence subscribers will quickly leave your database. Always ensure emails are checked thoroughly before being sent out to your database.

Test & Improve:

Always look to improve your email campaign. The easiest way to do this is to test! Run A/B tests on segments and subject lines, look at multi-variant testing etc. Also think about programming your email templates and testing them through a rendering tool.

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