3 Goals for Summer Email Campaigns
Email has long been one of the most influential and effective forms of digital marketing in a marketer’s toolbox.
However, as technology changes, and consumers’ wants evolve along with it, marketers must be prepared to alter their plans in order to connect with their consumers.
Below are three goals for email marketers to strive for by the end of summer.
Clean up subscriber list
Marketers that are serious about their email campaigns are constantly trying to add new consumer email addresses to their databases. Yet, as marketers are trying to add new emails to their databases it’s vital they also look at the current emails in their systems for viability and quality. One of the best things that marketers can do this summer is to take some time and clean out their email lists. By removing consumer email addresses that have low to minimal chance of opening, clicking, converting, etc., they can increase the effectiveness of their campaigns because their figures will not be diluted by non-responsive consumers.
Personalize Your Approach
Once upon a time batch-and-blast emails were commonplace among marketers, sending a single message to everyone on their lists hoping to connect with as many people as possible. However, as consumers’ outlook has shifted to individuality, email technology has advanced to the point where marketers are able to personalize their communications to increase conversions. According to the Experian 2013 Email Market Study personalized emails have a 29 percent higher open rate than non-personalized emails as well as a 41 percent higher click rate.
Always Look Your Best
One of the hottest trends in the digital space today, responsive design helps make any Web page or email look its best no matter what device it is being viewed from. With 66 percent of emails being opened on either a smartphone (47.2 percent) or tablet (18.5 percent), according to Movable Ink’s Q1 2014 US Consumer Device Preference Report, it is imperative that marketers are sending emails that not only display on mobile devices but also look the best they possibly can.