As business people we’re all busy people and this means we all get caught up in the things we have to do to keep our businesses running, this often means that things like automated email marketing campaigns that were set up with such vigor at the start can become stale and old without anyone even realizing, let’s kick start your things in style and for best results this should be done at least every six months.
Every six months to one year, take the time to update technology, redesign your artwork, improve your calls to action (CTA), optimize for new devices and so forth.
Update the Technology
Are you still using the same technology that you were using five years ago, or even two years ago? If you are you might want to take a long hard look at what changed and what’s arrived that new and improved. There are so many new technology improvements constantly arriving that promise to improve email marketing that you don’t want to miss out by not staying informed. This is true whether you switch technology (software) or not, who knows the software program you are using now, might have been improve with new functionality and unless you check you won’t even know.
Create New Email Marketing Designs
Every so often you might want to consider updating your artwork to reflect the changing times, current design trends, etc. as well as reflecting your brand in such a way that your current customers as well as potential future customers will take notice. You want to remain fresh, memorable and modern. Update your newsletter graphics, consider changing the look and feel of the actual newsletter and creating new designs for your logo or other artwork and marketing collateral with often breathe new life into your email marketing campaigns.
Improve Your Call to Action
Those call to actions that worked so well a year ago might now be old news today, as technology improves and people become accustomed and educated, you might need to try new ways to get your target audience to act upon your call to actions (CRAs). It’s also highly likely that you have learned from your analytics what call to actions work best for your audience. Reviewing the call to actions you have in place now, and try to improve upon then so that you get even better results.
Optimize for Mobile (Mobile Responsive)
It’s past time to optimize your email marketing for mobile if your email isn’t mobile responsive you are already losing out on potential customers. Whatever technology you are using, chances are it now has some responsive templates available for you to use and of course there is no point making your emails nice and responsive so that people can read them easily on their smartphones if the website you are sending them too, isn’t responsive. If it’s not it needs to be, it really is as simple as that.
Renew Your Drip Campaigns
A drip campaign is a series of emails that are pre-programmed normally using an auto-responder so that they are sent over time, they are in effect drip fed to your audience. Over time these can become stale and old and even if you are promoting the same services and products as you were last year it’s important to update your drip campaigns. As you learn more about what your audience pain points are, you can easily improve on your drip campaigns in both design and words. A little work now, some refreshing and improving will go an awful long way to gaining more customers.
Update Your Segmentation Strategy
Most businesses start out with segmenting their email marketing between buyers and non-buyers but you can go so much further with that. You can segment by product interest, device interaction, you can even segment your audience based on the links they have clicked on in your previous email campaigns as you know what engages them. You will get a lot better return on investment the more you can segment your audience because it will enable you to deliver the best message to each segment of your audience.
Integrate Social Media
You probably already use social media in many of your marketing campaigns. But, do you have your email marketing integrated with social media in such a way so that it allows your subscribers to help you get more subscribers, as well as helping your subscribers to join you on social media? You should be cross-promoting your email list with your social media to get the best results. If your audience is reading your emails and interacting with you on social media, you’ve got the best of both worlds and the most chances of conversions.
Study Your Metrics
Nothing is done until the fat lady sings and that includes your emails. You should probably study the metrics of your email marketing before and after each marketing campaign and then look at some things more thoroughly each year to find out what is working and what is not working. Which subscribers are engaged and which are not engaged? Do you know?
By keeping on top of these things you can actually kick start your email marketing campaigns, make plans to revisit this at some point in the not too distant future and at least every single year because as technology improves and changes, to stay on top you need to improve and change too.