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3 Spring Cleaning Tips for Email Comm

Posted on 4.06.2014

Spring is in full swing and if you haven't already, now is the perfect time to tidy up your brand's email marketing campaigns.

Alyssa Nahatis, director of email deliverability for Adobe Campaign provides these tips to ensure a company's email communications are simple, deliberate and relevant:

1. Use the best channels for your customers

Brands build trust with consumers when they listen to their preferences – which are shared every day with clicks and social signals, likes retweets, replies and more. It’s important to look at the data and determine the best channel for reaching your customers, whether that’s email, text, a social media post or even more traditional communications. Marketers should put their customers in charge of the marketing relationship by offering a robust preference center to find out how often, when, about what, and through what channel they wish to hear from their brands.


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2. Tailor the frequency of communications

Personalization isn’t an option – it’s expected by today’s tech-savvy consumers. In order to capture a customer’s attention, marketers need to make sure they're communicating with a cadence that works for them. Are they opening your offers and newsletters on certain days? At all? Every person has a limit with a brand, so it’s important marketers look at the data and pare down or increase communications accordingly. It’s about sending times that are relevant for customers – for instance, the best time to send to a customer in one time zone may not necessarily be the best for another. Especially with global campaigns.

3. Test, test and test some more to stay relevant

It’s difficult to know what will resonate with an audience without trying it first. Test everything, from subject lines to images and messages. This will allow marketers to see what offers perform the best among certain segments. The more relevant a brand is, the more likely its message will stay out of the virtual trash bin.

For more spring cleaning tips, check out, "Weekend Warrior: 6 Digital Spring Cleaning Strategies."

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