Revamp Your Email Marketing in 2018
We’ve seen time and time again that increased relevancy leads to increased performance. The list below highlights some ways that marketers can move their program beyond basic segmentation:
- Leveraging personas: As marketers, our job is to communicate with and motivate other humans. Sometimes our segmentation strategy can get in the way of this objective. By creating a set of personas that have unique traits, needs, and concerns, we humanize our audience and can start crafting content that resonates more closely with their needs.
- Personalized send times: Segmenting and sending by time zone is a start, but many sending platforms and add on solutions are making it easier than ever to send to subscribers when they are most likely to open and engage with emails.
- Personalized frequency: Some subscribers have a higher tolerance for increased frequency, while others are at risk of complaining or unsubscribing if frequency exceeds their expectations. Return Path has done extensive exploration of personalized frequency and seen compelling evidence that striking the appropriate frequency across the database can help prevent audience attrition while increasing response rates.
Test, Test, Test … the Easy Way
There are two responses that I default to during any broad discussion on email trends, data, and best practices. The first is, “It depends,” and the second is, “If possible, you should test it.” One of the best things about email marketing is that you can test and optimize every single aspect. The best way to drive better results from your email program is to map out a testing plan and determine what works with your specific audience segments. Across my client roster, I can’t think of an email program element that I haven’t recommended testing. From subject lines to call to action buttons, and from audience selection to suppression thresholds, everything is a test waiting to happen.
The good news for email marketers is that automated testing is becoming more commonplace. Sending platforms are increasingly including this as part of their standard sending packages and there are more than a few vendors, like 8Seconds, that offer add on solutions to make heavy testing accessible.
If your brand has a lackluster adoption of multivariate testing, make 2018 your year. If you’re seeing flat results, select small but statistically relevant samples, be bold with your test content, capture your results, and iterate. Small lifts can have a big cumulative impact over the course of the next year.
I hope this post includes some ideas you can implement to make 2018 a record breaking year for your brand!
As a Senior Email Strategist with Return Path, Casey specializes in driving increased engagement and boosting deliverability. Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”