The Marketing Magic of E-mail: Nine Ways to Make It Work For You
Use analytics that matter. Once upon a time, you couldn’t tell which parts of your marketing effort worked and which didn’t. That truth is outdated. By paying attention to analytics such as your deliverability rates, open rates, click-through rates and unsubscribe rates, you now have the power to know exactly what’s happening and why it’s happening. In fact, you can apply a return on investment amount to every single e-mail marketing activity.
Put your messages to the test. In today’s high-tech world, it’s easy to find out which elements of your messages are more likely to work before you commit your entire database or segment. There are two ways to test: A/B and multivariate. A/B will require you to pull two random samples. You’ll then send out a message where only one element is different—a subject line, for example—and look at results to see which subject line encouraged the most recipients to open the e-mail. The winner is then mailed to the remainder of the audience. Multivariate testing involves simultaneously testing several variables at once and measuring the net result.
Ask for feedback. In a relationship, dialog never stops. It’s impossible to know all you need to know about someone, which is why you should strive for more information on an ongoing basis. Asking is the best way to receive information directly from your constituents. Requests can be made during registration, at the point of purchase, or via a survey. The most important thing to remember is that you have to make positive changes based on the data you collect. Not using data will erode trust and perhaps prevent further participation in the future.
Triggers, transactions, and integration—What does it all mean? Triggered e-mails are automatically sent to a subscriber when an event happens—a purchase, webinar attendance, or e-mail opt-in are examples. These events, or “transactions,” are indications that a constituent is engaging with you on some level. Typically, automation and triggering entails “integration,” which is a means to seamlessly move your data from your database marketing system to your e-mail marketing system. This direct connection will enable you to sync your database of record, provide e-mail marketing from within your other systems, automate, and even syndicate content.