In the world of email marketing, the competition is fierce.
A recent study from Return Path found that the average person receives 416 commercial email messages per month. That's about 15 per day.
With all of those messages competing for subscribers' attention, the New Year is an ideal time for an email marketer to review current practices and resolve to put his or her best foot forward in 2014.
1. CATCH UP WITH OLD FRIENDS - It's inevitable. Over time, everyone's email subscribers will become disengaged. Maybe their interests have changed, or maybe they weren't really that interested to begin with. Other subscribers may be unsatisfied with the quality of the content they are receiving.
Whatever the reason, the New Year is an ideal time for marketers to get disengaged subscribers back on board, actively engaging with their messages. Brands can isolate subscribers that have not opened their emails or clicked on links in the last 3-6 months and send them a series of re-engagement emails.
There are a number of win-back tactics to test. For one, companies can email a survey asking for feedback on their products or even their emails. Marketers can also send emails that allow subscribers to change their email preferences or that force them to click a link to continue to receive updates. It's always important to include calls-to-action in emails, but for re-engagement messages it's especially critical. Marketers want to ensure they can separate those who are still interested from those who have "checked out" entirely.
2. TRIM THE FAT - No matter how hard brands try, some subscribers are simply going to stop opening or reading their emails. These disengaged subscribers are an increasing concern because Internet Service Providers (ISPs) are beginning to factor engagement into email deliverability. This means that if a company's email list is full of people who are ignoring them, it may have trouble getting future emails to the people who actually do want to hear from them.
Marketers who have tried re-engagement strategies and have subscribers who still aren't interested, should remove them from their lists. In addition to the deliverability issues, these subscribers clearly aren't interested in their content or products. There's no sense in trying to sell to people who aren't buyers.
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Now, companies shouldn't purge anyone from their lists without a warning. A reminder email should be sent, letting them know they'll be unsubscribed unless they indicate otherwise. After about a week or two with no response, it's safe to remove them from a list.
3. READ MORE - We've talked a lot about subscribers, but email marketers also need to look at themselves in the mirror when they make resolutions. Companies that have lost a lot of followers or aren't growing as fast as those involved would like, should see if its content needs some sprucing up.
Revamping such a core component of a brand's marketing efforts, can seem like an overwhelming challenge, but marketers can start small by looking to others for inspiration. Internet professionals should subscribe to their competitors' email newsletters to see what works and what doesn't, and then co-opt some of those strategies to meet their individual needs. We should all get in the habit of reading a few relevant marketing blogs on a daily or weekly basis. They can be a great resource for tips and strategies.
The key to maintaining New Year's resolutions - whether they relate to a business or a waistline - is to set attainable goals and map out a specific action plan for achieving them. Vowing to clean up your list or start exercising is great, but neither effort will be successful if there is no plan. It's imperative to set deadlines and make these activities a regular part of a routine. That way, we won't be staring back at these same resolutions in 2015.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.