Do you feel your email strategy is failing? According to Michael Leander, declining clickthrough rates (recipients clicking links in your email that get them back to your site) and rising unsubscribing rates are trends that are reality for many email marketers. Leander writes “As a result, the channel has become less reliable in delivering tangible results”.
Reverse any negative email trends you’re experiencing with Leander’s three part plan :
- Un-silo your email marketing efforts. If your email program is failing, there’s a chance it operates independently of other communication channels. “It is a known fact that direct and digital marketers who have managed to structure all their data into one data repository tend to achieve a much better ROI on their email marketing activities,” Leander argues.
- Avoid a sender-controlled approach. Although email marketers often stress the importance of subscriber preferences, they just as frequently send messages when it suits their own agendas. They also resist the idea that some customers simply don’t want to receive email from them. Leander says he has seen many instances where a company’s top five customers had opted out of email campaigns altogether. Honor those preferences!
- Get serious about behavior and profiling. Under ideal circumstances, Leander notes, a subscriber’s past behavior and the information they provide directly influence the messages you send. “If you can manage to leverage behavioral and profile data for better segmentation and improved targeting,” Leander notes, “you are on the right track and probably won’t be put out of business anytime soon.”
Put the recipient first and give them content they can use, which will in turn lead to more clickthroughs and higher conversion rates. If you do, your email marketing will be more successful.
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