3 top email marketing tips to optimise your campaigns
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The pace of modern technology can make it all too easy to get bogged down in the bells and whistles side of email marketing, while at the same time neglecting the time-honoured fundamentals. Here are 3 top tips to keep you on the straight and narrow path to e-marketing success:
1/ Content is king
When I use the term content, I refer exclusively to your copy. One symptom of having so many gadgets and gizmos at our fingertips is that we’re often in danger of going overboard on design. Graphics, video clips, audio animations, embedded links, etc, can all serve as powerful add-ons to your selling message. But used to excess they can result in overkill, with the reader becoming inundated with distractions. There is no substitute for carefully considered, well-written copy. Never distract your reader from your key message.
2/ Track your campaigns
The HUGE and priceless advantage of email marketing (as well as direct marketing) over conventional advertising is having the ability to calculate your exact ROI – fast! But the trick is not to squander this opportunity. Rather than simply quantifying the effectiveness of your email purely on the strength of immediate response and conversion criteria, drill down deeper.
Use tracking and analytics software to monitor and measure the performance of your email campaigns, such as page visits, click-through, duration on page, etc. This not only enables you to determine what is (and what isn’t) working, but, more importantly, it also gives you an insight as to ‘why’. Use this information when designing your next email campaign. As a result you’ll be able to write better-targeted emails, split-test different headlines, subject lines, offers, etc and increase the relevance of your campaigns by using advanced segmentation to target the best prospects. Also consider offering your prospects track-able coupon codes.
3/ Plan ahead
Rather than conducting your business to business email marketing campaigns on an ad hoc or reactive basis, try planning them in advance across your business year. This enables you to manage the peaks and troughs of your business and also helps you target your marketing budget more effectively. You’ll be able to identify from past years trading when to expect busy and quiet periods. For example, if you tend to experience a lull in orders and enquiries during the month of August or approaching Christmas (as many B2B providers do), it is possible to anticipate these slowdowns by ramping up your email marketing campaigns during the months of June and July, and October and November.
This helps generate leads and fill your pipeline with activity to see you through the lean months. The alternative is to leave it until the predictable slowdown is upon you, panic and wonder where your next sales are going to come from – otherwise known as closing the gate after the proverbial horse has bolted.
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