A 'Back-to-Business' Email Optimization Checklist
Back to school is also back-to-business time. Set aside a few hours this final week of summer to freshen up your email program and take advantage of the silence before the rush. Here are six ways to quickly improve reader satisfaction and response rates:
1. Put on the proverbial tie. Just as we don suits again in September, smarten up your email look with a template minirefresh. A simpler, more streamlined template will focus subscriber attention on key content and calls to action. Gather your creative and content teams and do a quick inventory of all the changes made to your newsletter template in the past nine months. Remove those that no longer make sense. Nearly every program has them, including the following:
- small image, link or headline additions requested by the brand, product or sales teams;
- the multilink masthead that no longer matches the landing pages;
- that extra banner at the bottom of your emails promoting a special event that never seemed to go away;
- a bunch of social networking links that no one has clicked on (usually, you'll find two or three that your subscribers actually use. Keep those and give them breathing room so they're more appealing and inviting); and
- extra legal or other language in the footer.
2. Insure against failure. Take a quick look at two key engagement metrics this year: unsubscribe requests and complaints (i.e., clicks on the "Report Spam" button). First, ask everyone on your team to make sure the unsubscribe link works. Then, take a look if the unsubscribe and complaint rates for your various types of messages (e.g., newsletters or promotions) are erratic, growing or steady?
If erratic, you may find certain message types or frequency caps need to change. If growing, your subscribers may be moving to a new lifestage and are now uninterested in your content, or a new source of data may be signing up subscribers ill-suited for your brand and/or content. Both of these are great segmentation opportunities.