3 Changes To Your Email Marketing For Success

 So you have email marketing set up for your business, but it’s not doing as well as you would like. What changes can be made to encourage better results? Take a look at our suggestions to help destine your email marketing for success.

Whether your email marketing has been running for months or years, it’s vital to take a step back every now and then to look at your process to ensure you it’s maximising its full potential. If you have found yourself in this position and looking for ways to improve your email marketing, take a look at our 3 top changes we suggest.

Automate your Emails with Automation

Automation is a crucial tool for email marketers. Without it, you will be trailing behind your competitors who are using it. Not only does automation save time and money, it also helps you to improve your overall relationship with customers. So how can automation help change your email marketing?

Targeted Email Programmes
Welcome, nurture, loyalty and milestone are just a few of the countless email programmes you can create based on the behaviour of subscribers – engaged or not engaged with an email. Using automation saves time having to create and send multiple daily emails as once it’s set up it does all the work for you!

Save Time
Having automated workflows/programmes allows you to send multiple campaigns 24/7, which is a massive time saver. Once a workflow is set up and running, emails can be sent throughout the day leaving you time to carry out other important tasks.

Planned Campaigns
Visualising and creating workflows/programmes in front of you will encourage you to plan more meticulously. Having a workflow and all its stages will open your eyes to more opportunities and will benefit your overall marketing strategy.

Personalised Emails
Automated emails and personalisation go hand in hand. Combined they allow you to tailor your emails and send unique content to individuals, creating a more personal and relatable customer experience.

Relevant Emails for Recipients
Automation allows you to tailor and send email campaigns more efficiently. Sending relevant content to suitable recipients will encourage more clicks and in return create more conversions.

Clean your Lists

Keeping your lists clean is standard practice for email marketers. It can sometimes get neglected but your subscribers are one of the most important components of email marketing so here are a few tips to help you maintain a clean list of data.

Double Opt-In Subscription
A double opt-in process provides extra peace of mind and an archived record that individuals have signed up to receive your marketing campaigns. It’s also great for highlighting any errors to the users’ details allowing them to edit and rectify if necessary.

Provide a Preference Center
Having a preference center allows your subscribers to update their details if any changes take place, this, in turn, helps to keep your list up to date and clean.

GDPR
The General Data Protection Regulation (GDPR) will be coming into legal force in May 2018 so it should be of high priority on your list. It will affect the way you collect your email marketing data in quite a big way. It’s good to get to grips with all the changes, regulations and how to ensure you are up to date with your data collection now.
Find out more about GDPR here.

Let People Unsubscribe If They Want To
As part of the CAN-SPAM Act, every email you send must include a clear unsubscribe link and you must then honour these opt-out requests promptly. It may seem like a step backward to make it easy for users to unsubscribe but it is actually very beneficial for keeping your data lists clean. When sending campaigns you are aiming to target engaged users so it’s good practice to get rid of the uninterested recipients.

Take a more in-depth look into your list housekeeping here.

Measure, Analyse and Improve

Analytics are there for a reason, they allow you to track and evaluate the results of your campaigns – whether they are good or bad. Making time to take note of the number of opens, clicks, bounces and unsubscribes can give you an insight into what is working well and what isn’t – which is crucial for any email strategy.

Once you have the stats in front of you – don’t just ignore them. Findings should be addressed and adjustments to your future strategies should be made. These changes should then be monitored to ensure they are helping to improve your campaigns and not sending them backward!



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