What’s On the Minds of Email Marketers
I lead a chat session with attendees of eM+C's Retail Marketing Virtual Conference & Expo late last month and enjoyed the dialog and all the questions raised. It's clear that even though email marketing is a pretty well-established channel, it's still not fully understood — or utilized — by the people tasked with generating higher response and revenue from it.
Two questions came up repeatedly (perhaps you struggle with these issues, too, and will share what you've learned or offer other questions that challenge your program's success):
1. What can email practitioners do to keep up with their brethren on the social marketing side, who seem to get all the attention and new resources these days?
Just because social marketing hasn’t killed email (all the dire predictions are well dismissed by now), it doesn’t mean that email marketers can rest on their laurels. You have to continue to innovate and improve the experience for subscribers. Email marketers must prove that the channel can grow revenue in order to get more funding and resources.
First, the solution is in smart segmentation, intelligent content strategy and the discipline to match message cadence to the needs of different subscribers. Automation and triggering technology is readily accessible from most email broadcast vendors. Be careful, however, because just sending more and more messages won’t build long-term revenue opportunities. (It might generate revenue in the short term, which is why too many marketers fall into that trap.)
Email marketers must send more of the kinds of messages that subscribers value — e.g., post-purchase offers or reminders; information that helps to make renewal decisions; or tips on how to improve productivity, lose weight this summer or look good in front of your boss (or kids). Try the following three ideas for improved results, higher customer satisfaction and more executive attention:
* Segment and customize content that's regularly consumed on mobile devices. If you don't know what this might be, ask your subscribers! Optimize your mobile rendering by trimming out images and unnecessary links. Streamline your content by sending shorter bits of info more frequently than one longer message.