January 15, 2014
When I ask a client who they are sending their email campaign to I often hear this: ‘just send it to everyone’. Batch and blast – the default setting of sending every campaign to all your data. If you and your team are still guilty of a one dimensional email marketing plan then make 2014 different. Targeted campaigns can produce a 208% higher conversion rate over batch and blast.
Here are 5 things you can do right now to end 'batch and blast' for good.
1. Split test
Most ESPs give you the ability to split test. Decide on your test criteria (subject line, from address, content) and send two variations to a small batch. Don’t assume you’ve got it right – test it first before sending to the whole database. You’ll be surprised at the difference it makes to your results.
2. Carve up your newsletter content
If you send out one newsletter a month with 20 articles in it; look at your ‘clicks by link’ report. The clicks will fall off dramatically for the articles at the bottom of the email. Don’t waste the hard work but instead split it into a fortnightly email. It will get your name in front of your clients more often and could double your engagement figures. And no, you won’t be over-mailing people or sending your unsubscribes through the roof.
3. A follow up campaign
Sending a follow up campaign really gets your message noticed. Follow up your event invite with a personalised reminder to everyone who clicked but didn’t register. Or for a newsletter, send everyone who clicked on your main article a more detailed email on that subject.
4. Personalised content
Dynamic content drives higher conversion rates, reduces list fatigue and unsubscribe rates. If your ESP allows it, then allow a different image to display according to information you have about your audience. Or make one section of your newsletter dynamic to keep things relevant.
5. Segmenting your data.
People are always nervous about frequency and over mailing people. But if your content is relevant then frequency is not a problem. Target people based on purchase history, location, job role etc. to avoid emailing every contact with every email.
You don’t need the highest budget or the most complex email marketing plan to put these changes in place. But it can make a huge difference to your engagement statistics and show your company in a more professional light. Your emails are your shop window and they say a lot about your company. If they seem like a large scale ‘blast’ then it will damage your reputation and lose you your permission to email valuable recipients.
Posted by Jenni Malley
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