March Madness: 5 Tips to Make an Email Marketing Slam Dunk
March Madness is upon us, which means we'll soon be surrounded by the annual rush of bracket competitions at work and outside the office. Millions of eyes will be on the young basketball stars and college programs as each attempts to make their mark. March Madness isn't just a college fan favorite, however. There are also key takeaways and tactics that email marketers can leverage to gain a competitive advantage with their campaigns.
With basketball, every move presents an opportunity to win or lose. Similarly, every email campaign presents an opportunity for marketers to get noticed by prospective customers and generate leads, or to stay off the court and remain in the shadows.
In an effort to help email marketers get off the bench and into the spotlight, I've created a quick email marketing playbook that includes five crunch-time moves to help you make it to the next round:
1. Jump into two-a-days: When preparing for an intense tournament, the best teams are going to double down on practices to perfect their winning strategies. Competition is fierce among the best NCAA teams, and players need to be sharp to beat their opponents. Similarly, email marketers should capitalize on pre-game preparation to determine which campaigns will get them optimum results. Use A/B split testing to evaluate graphics, pricing and calls to action, and streamline your offense so each email can produce revenue for your business.
2. Athletes' study tool: Every member of a team that makes it to the tournament spends hours in the film room studying their plays and their opponent's plays. Marketers should hold their own film study sessions, analyzing previous customer behavior to guarantee deep knowledge of their contacts. Personalizing messages with purchase histories and other metrics is a valuable way to secure brand engagement and safeguard customer loyalty. It's about knowing the players well enough to gain a step or two and shoot the game-winning basket.
Related story: How's Your March Madness Marketing Game?