How long have you been using your current email marketing template? Really, think about it. Try to ballpark it within a few months. And how often do you send email? Okay, let’s say your template is a ripe two years old and you send once a week. That’s over a hundred messages your subscribers have received that look exactly the same. Don’t get me wrong, I’m sure your email template looks just fine…but think of your poor subscribers! Every week, it’s the same old thing. It might start to get mundane after a while.
Think of your morning commute. Boring, right? But what if, one day, somebody planted a beautiful tree on the side of the road? Wouldn’t that be great? It’s always been the same mind-numbing commute, but now you have that tree to look forward to every day! Sure, the tree will get boring eventually, but what if someone planted some flowers by it? Then maybe they’ll build a nice fence around their little garden…and who knows? They might even paint the fence a different color someday. Suddenly, your morning commute isn’t so boring any more.
Read More “Plant a Tree, Watch it Grow”
In my former role as an email marketing manager, I was in charge of publishing a daily email newsletter to more than 200,000 readers. When I started in the job, we were publishing about three times per week, but over the years increased that to mailing nearly every day. Most of our readers were happy to have more content from us, but some felt overwhelmed by the amount of and frequency of the information coming in our email newsletter.
After noticing a drop in retention rates, we decided to create a special weekend edition of the newsletter with a special format and its own opt-in. I authored the issue, writing a topical, timely column each week In addition to the section that I wrote, the newsletter included several special features that only occurred in that issue on the weekend. Over time, readers realized the value of the weekend edition and it eventually became the issue with the highest number of subscribers, highest open rate and highest conversion rate of any that we sent all week.
Read More “Increase Retention, Engagement and Sales with a Special Edition”
Marketers know there is no magic formula for an ideal email marketing campaign. The secret to an effective email campaign, whether it’s to get more web traffic, grow sales, or increase donations, is through testing and optimizing emails. If used correctly, email marketing offers a great opportunity for brands to increase subscriber satisfaction and retention, and drive results.
An effective email campaign is targeted and tested. Targeted, to ensure the message is relevant for the recipient. Tested, to ensure the message is as effective as it can be within the constraints of the campaign. With so many different variables you can test, here are the top 10 tips for split testing email campaigns:
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Do you ever wonder what are the best days and times to send email?
If you do, you’re not alone.
I can’t tell you when and how often to send messages to your customers or subscribers — there is no “best” time or day to send email. However, I can tell you that if you capture the right data, you won’t need one.
Read More “When Should You Send Email Campaigns?”