Is Your Email Strategy Failing?
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.
Have questions? Contact Us.
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Twitter said on November 23, 2011
Clickthrough rates can sometimes be overrated thought. They can’t accurately forecast online video ad success.
MallAguilsix said on November 23, 2011
But incorporating profile data could distract from the action more than it adds to it
LawrenceShivers2515 said on November 23, 2011
Really Appreciate your kind words. I can’t wait to do another one! I will keep you posted on my progress and my results with this excellent email marketing company.
Jehan415 said on November 23, 2011
Is a Total rate of return (TROR) swap the same as a total return swap?
PimpinKid123 said on November 24, 2011
Email marketing / bulk mailing is where it’s at. I’m making $12,000 p/m using the Mail Mascot
kadraem said on December 2, 2011
email marketing is a great way to promote business!!
Sonic66569 said on December 2, 2011
thx for setting me on the right track!
bangermccrusher said on December 24, 2011
LOL I so wanna go back to the right track, after reading this I am motivated.
Twitter said on December 25, 2011
As digital marketers, we’re frequently reminded magic formulas don’t really exist. Still, our experimentation and experiences often lead to insights about “what’s next.”
benchmarkemail said on December 27, 2011
Well, it seems that these three inboxes should keep unwanted mail from your mail inbox. Only your Facebook friends or those you designate, should go in your Friends Inbox. It remains to be seen whether or not all spam will fall into the Junk folder or whether it will sneak into the Other inbox. It could mean a new era for email marketers, but hopefully spam will be at a minimum.