According to “The Small and Midsize Business Email Marketing Survey 2013,” 56-percent of businesses plan to increase their marketing email efforts in the near future. Many of these businesses will find themselves applying various email best practices to their subject lines and sending schedules, but there’s so much more to consider before launching a massive email campaign. Sometimes, the most important factors are the ones you can’t measure or track easily. Rather than rely on pages of campaign data alone, consider putting yourself in your audiences’ shoes. If you’re honest with yourself, you can combine the data to draft truly compelling campaigns with which your audience will want to engage. Here are some critical factors to keep in mind as you develop your strategy:
If it Feels Sketchy, It Probably Is
This is 2014, which means decades of spam mail and shady email practices have generated an astute audience of email account holders. They know when they haven’t asked for something, and they know they should be able to unsubscribe from your emails if they choose to. Keep in mind that if it feels like you’re cheating the system – even just a little – your audience will almost definitely feel the same way, and will pass over your content without a second thought. They might even report you.
Give Them Content They Want
If it doesn’t appeal to you, it probably won’t appeal to them. There’s just too much interesting content available at every corner of the internet, which makes it that much more important to generate content that not only conveys the message you want to send, but in an interesting way. Know your target audience, but don’t be afraid to experiment with your approach or the tone within your content.
What if only 12-percent of recipients open your emails? How about 7- or 8-percent? Be prepared for low numbers, for statistics that are maddeningly inconsistent. Throughout your campaigns, you’ll find that email marketing yields limited results when viewed in isolation, and that each email you send provides relatively little positive reinforcement or apparent reason to continue; but when viewed in its totality, the whole of your campaign is certainly greater than the sum of its individual results.
Take a Break
Finally, you’re going to burn out, especially if you’re handling campaigns on your own. Preempt your own depression by soliciting creative input from other colleagues; and by all means, don’t let this consume your life. If you find yourself happy that your email delivery service just suspended your account, it may be time to pick up some Montana brochures and relax for a little bit.
Still having trouble making your email campaigns resonate with recipients? Give us a call – our email marketing team has been able to help companies improve their lead intakes by over 400% through email marketing.