Email marketing is like an onion even if you find the concept simple, it has many layers. The more you try to understand marketing, the more you will realize that there are numerous things that need your attention and optimization than you had initially thought.
You will definitely get overwhelmed with the analytical features, ESP features and numerous option forms. This can result in email confusion disease; the companies that suffer from this disease show symptoms like low click-through rate, low open rate and unengaged subscribers.
An Effective Cure for Email Confusion
If your email marketing is organized effectively, you will get to see the results instantly: enhanced open rate, engaged subscribers, improved conversion rate and higher ROI.
Through this post, I would like to share with you the 5 things that you require to organize your email marketing effectively.
1. Segmentation / Tagging
The basis of email marketing is Segmentation as it informs smarter campaigns. Grouping your subscribers depending on a set of triggers, or characteristics, you make sure that you are sending pertinent information to an extremely targeted audience.
Many ESPs let you tag subscribers depending on the action they have performed like purchase of a product, visiting the sales page or leaving the webinar half-way. Even if your email service provider does not allow tagging, there are number of ways in which you can segment your list based on the campaign activity.
Take a look these following groups and determine the way in which you can serve them diversely:
- Subscribers who open almost all your emails but do not click
- Subscribers who click although don’t convert (you can send them a fresh campaign that offers more reasons to buy your products)
- Subscribes who did not open the previous mail (if the email was significant, resend it with a new subject line)
- Subscribers who always reply to your emails (they are your fans, so you need to treat them accordingly)
2. Systematize Opt-In Forms
If you have been creating your email list, then you might have numerous opt-in forms that are floating around your landing pages, website and associated web properties.
You should keep the forms organized as you will get more time for A/B tests or email analytics. Creating and organizing all your opt-in forms on one platform is less time-consuming.
This gives you time to create, analyze and compare the performance of new ones. You can also reuse the ones that you find most effective.
3. Editorial Calendar For Email
It is required that you’ve a well-planned strategy and schedule for email marketing so that your sent emails are more like a coordinated campaign.
Here are some details to add in your email planner:
- Email send date.
- Email topic.
- Owner. (Who is crafting this email?)
- Subject line.
- Purpose. (Examples: purchase, lead generation, event signups, etc)
- Target segment / persona.
- Send list.
4. A/B Tests Ledger
A/B testing is a powerful testing technique used for developing the best-performing email campaigns. However, it is easy to get lost in the results when you are running more tests and not keeping them organized.
Hence, it is important to maintain a ledger for the all the tests you have ran. You can either use a tool for this or create an Excel spreadsheet.
5. Idea Log
Most of all, any email marketing manager must keep an eye out to check how their competitors faring. For this, you can subscribe to different newsletters and get ideas from them. However, you need to organize these emails carefully so that your inbox doesn’t turn into a nightmare. You can get cool design ideas from these newsletter and examples for creative writing too.
I would love to know the techniques you use for organizing your email marketing: the tricks, the tools, the smart hacks. Please share them with us in the comment section below!