After seeing several different marketing strategies for several companies, I’ve seen how common it is to go a long time without updating your company’s email marketing, slack a little in your email marketing, or even fall off the wagon completely. A good email marketing campaign is extremely beneficial to your business- according the Direct marketing association email marketing has a return on investment (ROI) of 4,300%. Wait, what? Why would you not want to have a stellar email marketing campaign? Every other form of digital marketing pales in comparison to the results that email marketing provides. I sat down with the President of the Mission Suite to discuss how to revitalize your email marketing campaign to elicit such success.
My first question was: how do you know when your email marketing campaign needs to be revitalized?
Besides the most obvious observation that you aren’t getting the 4,300% ROI, there is another determinant that is a telltale sign it’s time to revamp your email marketing: when you see from your analytics that nobody is viewing your messages or clicking on the links. If this is the case, you’ve got to do something if you haven’t already.
So how do you start back up if you’ve fallen off the wagon?
In the words of our president, just get it out there. Write something and send it out! Obviously it is important that the content is relevant to your industry, but it can be pretty daunting to start such a consistent and creatively challenging task back up again. Don’t overthink what you’re saying, it’s very important to just get back into the minds of your audience. Once you’ve sent that first email, make a habit of it, if you can incorporate it into your weekly marketing tasks, it will be so much easier to keep up with your email marketing.
What are some ways I can revitalize my email marketing?
I’ve learned that there are three basic elements of an email which determine the success rate of your email: Design, Link to text ratio and the actual subject of the email. If you haven’t updated the design of your template or taken some serious time to make the email template aesthetically pleasing, now is the time to do so. It’s important to update the design of your emails regularly to keep people interested. The link to text ratio is a very subtle and tricky, yet surprisingly important thing to keep in mind. You don’t want too of few links because then your site won’t be easily accessible, but you also don’t want too many links, which will make you look too spammy. In general, air on the side of caution when it comes to adding more links to your emails. Last but not least, if your subjects are redundant, uninspired or downright outdated, it’s time to start brainstorming some new topics. It is important for an email topic to be original, new and compelling.
Make sure you know what your expectations are for the campaign, it can be easy to lose sight of why you’re sending out the emails in the first place. Create a plan of how you’re going to implement your goals and what kind of metrics you are going to use to analyze the success of the campaign (which you should be using regularly to make sure your plan is working!)
Good luck and happy marketing!