Get your email marketing program back on track by reviewing the basics


I spent some quality time recently with both email marketers and customers during the last few months, and it was great to get in contact with people that are pushing against the limits.

We spoke about what’s exciting and new, strategies and tactics innovative, that entrepreneurs are currently using successfully now, like artificial intelligence versus machine learning and that stuff, blah, blah, blah that was buzzworthy.

But they also wanted to review the fundamentals of marketing that was good. Not because they didn’t know about them but because they wanted to be sure their email communications covered emerging trends, and they had sufficient lead time so that should they need to make changes, they could do so until their rush seasons (summer for the travel season, Christmas/holiday, etc.).

This was a intelligent approach. I preach all the time because a review of the fundamentals is critical for any company.

There s no such thing as “forget and set. You start a program, and it’s running, you might believe that’s good enough. But that’s not true. No program should ever be just enough. It should be the best you can do.

So, where do you start? Back at the Fundamentals.

Now, if your reaction to this is “I don’t have to read because I’ve got this figured out,” see if you can answer these questions:

  • When was the last time you optimized these programs?
  • When did you last review them to ensure they weren’t broken?

Thought so. Okay, stick with me.

These are the five programs now you need to operate email effectively. How are they holding up?

1. Acquisition

The most important thing you can do is to get new subscriber and customer email addresses. I’ve talked about the power of this email address. It’s as important as the Social Security number.

Do you then move on and just request the address? If so, you may face problems if the U.S. prohibits privacy legislation like Canada’s Anti-Spam Law or the General Data Protection Legislation in the European Union.

That sort of legislation is happening on the state level in Colorado and California. It’s also a hot topic on Capitol Hill in Washington, D.C. There’s a movement for privacy.

Just collecting an email address, if it’s affirmative (through checking a permission box, by way of instance ), or assumed as part of a business relationship, isn’t enough anymore.

Asking for name and ZIP code along with the email address could be important in demonstrating that your company complies with state, U.S. or overseas data and privacy laws. You’ll need to recognize those individuals easily on your database.

Start now to expand your acquisition procedure. Asking more questions and working to persuade subscribers to offer you their main email addresses will be crucial for improving your marketing program and for meeting with impending challenges.

2. Welcome and onboarding program

This is your communication after opt-in with customers or your subscribers. Have you updated and checked your speech, logo, design or images so they are in and contemporary line? What about the codes you send out to subscribers? Does this work?

Does this email (or series of mails ) truly represent your best foot forward as your initial communication with your new subscribers or customers? Is it sent by you when they sign up? Better yet — the first moment?

Other things to study in the audit of your program that is welcome-email:

  • Is it personalized?
  • Is it mobile-responsive? I see a good deal of emails because they were made before mobile became the standard, that t look good on a screen.
  • Does it thank your clients for signing up and restate your brand promises and email expectations?
  • Does this tie together adequately to adjacent technologies like identifying advertising and data, or a point-based screening method which ’s tasked with account-based advertising or other advanced customer identification systems?

3. Promotional emails

I’m going to assume you understand what you re doing on your promotional emails — they’re mobile-responsive, and they exhibit your brand, products and services appropriately. Right?

Do you target your mails and segment your database? Great! When was the last time you changed your segmentation construction? Or, are you using the same strategy? You re getting the very same outcomes and using the same strategy, and yet your email goals keep increasing year over year.

If you haven things changed up, make 2019 the year templates change, although yes, you may feel secure in the warm blanket of persistence. Or, make it the year you start using a template unless you love creating a design that is new every time an email is sent by you.

4. Transactional emails

The typical email collection has 13 to 17 emails. How many do you have?

I know some retailers who are currently earning 50 percent or more from their transactional emails. What’s your number?

Adding more emails to your transactional set is a start, but be certain you optimized the emails you offer now. Here are suggestions for improving your order confirmation emails:

  • Can you hyperlink the order amount in a confirmation so that your client can click it and review details on your site?
  • Does the email display all the purchase information (item with picture, cost, size/color/quantity, date, payment method, shipping details, link to customer-service contacts and more)?
  • Does it include upselling and cross-selling product advocates, with the recommendations coming organically from your system or by a third party recommendation engine?
  • Are you sending these emails at the best times for clicks and opens, and are they aligned to brand standards?

Beyond these considerations, audit your email place to determine how much revenue they raise. You should be able to rattle off those.

Several marketers said they asked about getting the fundamentals right so that they could correct their classes as I noted at the start of this post. That’s an important consideration.

In case you have deficiencies in your transactional emails, now’s the time to get them in your tech team ’s radar, so you have enough time to test and tweak. (See how to construct a winning tech proposal.)

5. Unsubscribe process

I swear, all the retailers I talk to assume their paths are currently working just fine. But I have unsubbed myself from emails lately, and I can tell you they don’t all work. 1 brand even attempted to argue about it with me.

Add these questions

  • Can you guarantee that everyone who wants to unsubscribe can do it and that your process is fully supported?
  • Have you checked your unsub process lately to be sure it’s working?
  • How easy is your unsub process?
  • Have you given your subscribers the ability to control their fates by offering to opt down and other alternatives to unsubscribe?

This question speaks around the world to the rise of privacy legislation. The center of most of these laws is giving the consumers control over their data. This doesn’t mean giving them a taste center. It means being transparent about the collection, use and control of data.

Opting down — giving the option to change the frequency in which your mails are received by them to readers — has for years been a way to save them while letting you draw closer to your customers ’ needs from unsubbing.

Wrapping up

Perhaps you’ve read this, and you believe, “I’m an experienced marketer. I have this handled. ”

I seriously doubt anybody really does have every one of the basics, although you might. If you do, tweet me in @ryanpphelan and I’ll put you at a presentation and point you out as perfect.

Returning to the basics can help you make sure your program’s foundation is solid. You’re not leaking 10 to 20 percent of your earnings through cracks in that foundation.

For the majority of my career, my experience has been that this back-to-basics strategy is the ideal opportunity to improve your marketing efforts. Stop reading now. Look at these programs, and determine.

Your bottom line will thank you. May the Force be with you!

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