When people talk about drip campaigns, they typically refer to those campaigns that are automatically executed over a period of time, very often comprised of a couple different messages sent off every now and again. But, really, email marketing automation is also inclusive of those campaigns that are comprised of a single message made in direct response to a single event. That is to say, drip campaigns of only one message. And, really, it’s the constant firing off of these disparate one-off messages without your having to do so individually that constitutes part of what makes email marketing automation so useful.
Not too long ago, one of our clients was asking about the best way to roll out a lifecycle marketing campaign (LCM or drip). For those of you who are not aware of what an LCM campaign is – it is an email marketing technique for sending multiple messages to a group of subscribers in an automated fashion. This client’s goal was to increase qualified leads in order to boost sales.
Mailing List Subscription Manager: Temporary Delivery Suspension
Subscribers may want to temporarily stop receiving emails for a variety of reasons. So, the more choices you can provide to them, the more likely you are to address their varying needs. By providing subscribers the ability to pause emails from your brand, you not only keep the subscriber on your list, you decrease your number of unsubscribes.
Net Atlantic knows how valuable subscribers are to the success of their clients’ email campaigns. That’s why we’re so excited about a new “Snooze” feature we developed, which enables you to let contacts take a temporary break from receiving emails instead of opting out of your campaigns completely. To be a successful marketer, you need to show your subscribers that you’re taking their preferences into account. When you give your subscribers control over their email subscriptions, you’re able to retain more of them! The “Snooze” feature makes it clear that they can do something besides opting out of your communications.
Forbes.com confirms what we at Net Atlantic already know, email is, was, and will continue to be the core driver of customer engagement. Simms Jenkins, CEO of BrightWave Marketing and author of The New Inbox: Why Email Marketing Is the Digital Marketing Hub in a Social and Mobile World acknowledges that social media is a valuable tool, but it’s not the most effective way to drive sales. “If you have just one bullet left in your gun to sell something, then email should always be that bullet.”
Today’s consumers, in both the B2B and B2C markets, are entrenched in a multifaceted online universe. Information is coming to them from many sources-websites, social, mobile, texts and tweets, press releases, blogs and online ads. The trick is to drive your customers to your content. The information is static until you give them a reason and a mechanism to explore your piece of the universe. What’s the trick? Why, it’s email, of course! Email plays a key role in driving traffic to all other channels.
According to MarketingSherpa, the average email list depreciates by 25% every year. To improve email deliverability you need to scrub your email list to reduce duplicate, invalid, dead, and bogus emails. Like a good spring and fall cleaning, scrub your list every six months to keep your email list healthy.
Follow these 9 tips for keeping a healthy email list:
Tip #1 – Don’t purchase lists. Don’t purchase lists from third parties. Sure, it has short term benefits but it negatively affects your delivery and sender reputation in the long-run. Recipients are much more likely to hit the “spam” button when they receive email from an unknown source. Very few good leads or good results come from purchased lists.
Tip #2 – Remove alias emails. Alias addresses are things like email@example.com or firstname.lastname@example.org. Many ESPs are not successful at delivering to these types of addresses because not all of the email addresses associated with the alias has opted in to receive communication from you.
Tip #3 – Keep your suppression list. List suppression means that subscribers have been added to the list because they have been unsubscribed, or emails sent to the email address have bounced. With these inactive subscribers flagged in your account as “suppressed,” it prevents any further emails being sent to them.
A popular theory in email marketing is that in order to get the best open rates, you need to use the “Four U’s” when creating your subject lines. According to this theory, your subject line should be at least one of the following:
Let’s take a closer look at each “U”.
Recently, we published a series of six posts on how to optimize your email campaigns for mobile devices. Below, we’ve posted links to each post in the series so you have a one-stop destination for planning your mobile marketing strategy.
There’s a lot of buzz going around about designing emails for mobile devices first. While this makes perfect sense for some of you out there, it might seem counter-intuitive for others…
You know segmenting your email list can bring you exponentially better results by improving deliverability and increasing click-through and conversion rates. And you know that more and more consumers expect to receive emails that are personalized and tailored to their interests. But maybe you’re not sure where to start, because there are so many ways to “slice and dice” subscriber information.
Fear not: We’re here to help!
Most of us are fully aware of the fundamentals of email marketing, and can execute an effective campaign pretty well. And when things are going smoothly, many of us stop thinking about how to improve our processes–you know, the old, “if it ain’t broke, don’t fix it” mentality.
But improving your current skills and processes can be the difference between good campaigns and great ones: campaigns that win you lots of new subscribers and even new customers.
Imagine for a moment that you’re working on your next email campaign. You want it to be mobile-friendly, so you’ve designed a great-looking email that’s easy to engage with, regardless of whether it’s viewed on a PC or a smartphone:
- Simple, straightforward, and captivating content? Check.
- A beautiful design that looks great on mobile devices of all types and sizes? Check.
- An irresistible and clear call-to-action? Check and check.
You deploy the campaign, and at first, everything goes great. Your subscribers receive your message and are compelled to click the call to action button (you did use a button, right?). But there could be a big problem for anyone viewing your message on a smartphone.