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We’ve discussed at some length how to decide on the right email marketing software for your business, but that’s just a small part of a much larger battle. Now you need to learn how to apply that software to your overall marketing campaign strategy and, hopefully, start reaping the rewards of a thoughtfully crafted and expertly distributed email marketing campaign.
We’re going to take a look at one of the most successful email campaigns in recent memory and attempt to glean some insight on how to keep email innovative.
We’ve covered these almost to the point of exhaustion, but they’re so incredibly critical I don’t mind reiterating them again. Creativity, engagement and value are key to successfully utilizing your email marketing software. The software will do an awful lot for you, but the creative aspects and the things that really keep customers engaged are up to you to implement.
Email marketing software is undeniably a very powerful tool, but the real value in email marketing lies with you, the human element.
Onto the real meat of this article.
The “Obama Effect”
Now we’ll move on from the basics to more innovative and cutting-edge knowledge that can help you make the most out of your email marketing software.
The Obama campaign has become somewhat legendary in email marketing circles for the sheer amount of success it had. Email was a mainstay of the President’s run for the White House, and raised something like $690 million through email alone.
What set Obama’s campaign apart was their apparent obsession over details. They tested and measured the smallest minutiae, and then they did it again. And then they applied those results. They obsessed over details, like the “from” and “subject” lines. After all, that’s what people see before they ever even open an email.
So what worked the best?
“The subject lines that worked best were things you might see in your in-box from other people,” said Toby Fallsgraff, the campaign’s email director. So disregard all of the detailed brand descriptions and catchy slogans.
The best subject line the campaign tested – “Hey.”
Email marketing software couldn’t have done this on its own, it required extensive input from a team of human beings to discern what worked and what didn’t.
Email Frequency – How Much is Too Much?
Campaigns have also done extensive research into how often emails should be sent. They learned (contrary to what I and many other people have said) that no matter how many emails they sent people simply would not unsubscribe. They pored over the metrics that their email marketing software shot back and determined that the number of emails they sent had no impact on the number of unsubscribes. To be fair, this may be an anomaly due to the type of email campaign they were conducting, but it’s still very interesting information for marketers to consider.
It’s undecided whether more emails lead to more sales (or donations, in this case), which is really what everyone wants to know. It only seems logical that more exposure means more money coming in, especially if it’s nigh on impossible to make people unsubscribe.
Obviously not every marketing campaign is the Obama campaign, but taking the lessons learned by these well-funded and well-staffed campaigns can help foster innovation in your own campaigns. Always be applying lessons learned by “the big guys” to your own software, and always stay innovative and exciting to stay one step ahead of the competition.