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4 Essential Email Marketing Resolutions for 2015
Boost your 2015 campaigns…
1. Have an analysis session - results & reporting
2. Focus on your database
3. Go beyond responsive design
4. It’s time to make time
Have an analysis session – results & reporting
Have an analysis session - results & reporting
The key here is to find meaningful insight
and actionable data for the year ahead.
Analyze activity and delivery reports
from 2014. Assess what worked and
what didn't, but more important, try to
find out why it either worked or not.
Have an analysis session - results & reporting
Insight into reports
Derive insight from the report by drilling down further than just the numbers and graphs [they just a tad bit boring - Ed]. Instead look to answer the ‘so what?’ of it all - the reasons behind the numbers.
Now is also a great time to consider future reports and reporting tools. There has to be something you can improve on, whether it’s the visualization method or just the format type.
Have an analysis session - results & reporting
Improve reporting in 2015
Your new reports should be goal oriented and geared toward your overall marketing and digital communication goals for 2015 and beyond.
Next year this time you should derive meaningful, actionable data once again.
Focus on your database
Focus on your database
It all starts with the data, so get that in
order before you jump straight into
your 'back to school' emails.
Clean your database and improve
your overall deliverability by running
it through a trusted data hygiene
tool. Not only will this increase ROI,
(because more successful
deliveries = more chance of uptake)
but it will also reduce the cost of a
send.
Focus on your database
Deal with inactive subscribers. A reactivation strategy should be one of the most important database exercises you do for the New Year [Seems exercise is always considered at the beginning of every new year! - Ed]
A good reactivation strategy will look to increase the revenue per subscriber and ultimately work toward reducing 'inactives' going forward.
Focus on your database
With that done, you can finally
focus on segmentation;
customization and dynamic
content for relevant emails to
improve the customer experience.
Go beyond responsive design
Go beyond responsive design
Create a positive user experience that goes beyond
just responsive email layout and content placement. It’s
about ensuring a seamless transition between devices
and allowing customers to action an email, irrespective
of device.
Go beyond responsive design
Go further than a neat content
arrangement by taking advantage of the
built in capabilities of a smart device.
‘Click to call’ or ‘Click for diary entry’, are
valuable and convenient options for a
reader.
Go beyond responsive design
But most importantly consider the human with the
device instead of just the device alone. Ensure your
email design has addressed the human motivations
and considered the desired actions of someone
reading an email on a mobile device.
It’s time to make time
It’s time to make time
In our experience, this will most likely be the most difficult resolution to keep.
Take time to plan. It’s less than 3 months to Easter and even closer to Valentine’s Day, so if you have not yet briefed in an email concept to your ESP, it might be too late.
It’s always a good idea to communicate on themed days and holidays, but remember to prioritize your customer’s needs over your sales cycle and marketing calendar.
Stick to these resolutions
and you will no doubt get
your email marketing off to
a great start.
Have a great email
marketing year!
