Email has always been part of successful online marketing campaigns. Over the years, the recommendations on how to build, manage, and communicate with your email list have changed.
What was good a few years ago is now obsolete and new rules for communication have taken hold. Keeping up with these changes is the only way to be effective when it comes to email marketing.
I initially abandoned email marketing years ago. After all, this was during the height of “unsubscribe” and “Can the Spam” campaigns that made most people delete emails before they even knew what they contained. As with all marketing techniques, the idea of email marketing transitioned to creative campaigns and “for subscriber only” type emails that again opened the door for online marketers.
In the current age of marketing, email is one of the most important tools you can use. With mobile searches now outnumbering desktop searches, people are constantly checking email with their tablets and smartphones. This puts email marketing back into focus and requires you to run email campaigns if you want to be a player in any market.
If you are already building your list and want to go beyond the basics, here are a few things that will help:
Keep your emails and campaigns organized.
If you have read one of the many articles out there on list building, chances are you are adding emails at a furious pace. However, make sure that you keep your email list and campaigns organized. “A well-organized list will make a huge difference, build loyalty, and increase ROI,” says Kendal Hilko, marketing manager for InventHelp. “A well-organized list is a necessity in order to execute a successful email marketing campaign, no matter if you go-at-it alone, or choose a third-party vendor,” she adds.
Hilko also recommends using a third-party vendor if your list becomes too large to keep track of in-house. She says, “If your email list becomes too large, don’t be afraid to use outside vendors such as Constant Contact or MailChimp. Some third parties are surprisingly affordable and offer attractive, user-friendly design templates. Additionally, these platforms allow you to save your list and build within the software, instead of risking the possibility of losing a list you worked years to build.”
Getting them to open your message.
Now that you are off and running, you want to maximize the effectiveness of your email campaigns. After all, you can generate more business with an increased open rate from your current list than you can from a larger list of leads that never open your emails. Two of the main things to help increase open rates are list segmentation and subject lines.
The genesis of higher email open rates starts in the list development process with continuous updating and refined segmentation,” says JW Robison, principal and founder of Oh Wow Marketing Solutions in Southern California. “The more current the list and the more refined the segmentation, the better the open rates.”
By segmentation, Robison is referring to separating your main email list into smaller groups that you can then target based on factors such as location, type of services, etc. As an example, I segment my email list into two smaller groups, one for Wikipedia marketing and the other for content marketing. This way I target the group that I want (those seeking Wikipedia services and those seeking content writing services).