Use the 3 R’s to Improve Your Email Program
Are you listening to what people are saying about you? Monitoring social media content is a great way to help drive relevance. And don’t overlook the search tool on your website; it’s a rich repository of what people are looking for from you. These two data mining tactics can help drive relevant content.
3. Rhythm. Rhythm encompasses the cadence, frequency and sequencing of an email program. Defining the correct rhythm for a program means understanding that frequency and cadence vary depending upon which period of the lifecycle the subscriber is in with you. A new-to-file subscriber with profile characteristics that resemble your most engaged audience, for example, can receive (and should) more emails than other segments of your subscriber base.
Depending on a subscriber’s level of engagement with the email program, the recommended rhythm may also be different. Hyperactive engagers — i.e., those who open, click and convert at the highest rates on your file — warrant a special approach all their own. Monitoring subscriber churn is also an important element in understanding optimal email rhythm. Between declining engagement and increasing churn, those are two clear informational drivers to help optimize the third "R."
Arguably, other “R” words are critical to a successful email program: refine (apply ongoing test learnings to create an ever-evolving program) and render (ensuring the optimal creative design and channel selection are employed) come to mind. However, first focus on reach, relevance and rhythm when establishing the core tenets of a program.