I love this time of year. Baseball spring training is in full swing, people are in a joking mood (April Fools!), and I'm on spring break! Before I set off to recharge my batteries, I thought I would share some tips to reinvigorate your email programs as well. It's spring after all, and there's never a better time to make some changes to keep your email marketing programs fresh.
1. Creative redesign. Yes, your email templates need an annual refresh. It's only human nature to notice and react to change, which is why creative redesigns traditionally generate up to a 25 percent lift that can last for up to three months. In order to maximize your results, you'll want to apply some analytics to your creative redesign process. A well-executed multivariate test, where you can simultaneously test call to action, layout, and tone in rapid cycles, will help ensure a strong (and successful) creative refresh.
2. Reengagement campaign. If you aren't currently running an automated win-back campaign, then build into your campaign calendar a reengagement campaign for the spring. The first step is to define the timeframe for identifying inactives, which varies by business, buying cycles, and other factors. Ideally, your identification process will also include a review of engagement across all channels, as a customer who happens to be unengaged in one channel could be active in another, and you should message to them accordingly. Once you've established the parameters for targeting inactives, you will see the immediate benefit of attracting lapsed customers back to your brand - not to mention the extra benefit of understanding the percent of your database that has lapsed in the past year.
3. Dare to say thank you. Many of you will find the latter part of spring sluggish on sales. That's OK! Even the NFL has a slow season. If you're in a slow period, consider mixing it up by swapping out a weekly promotion for a "thank you" letter instead. You can also try building brand loyalty by calling out a corporate charity or emphasizing how you're giving back to the community. Reminding your customer of the humanity behind your brand will pay off in loyalty and repeat purchases during your peak season. You're building a relationship with your customers, so show them that you're more than one-dimensional.
4. Switch team roles. If you're fortunate enough to have a large team, then let them take a walk in their peers' shoes. Let the analysts, content managers, and producers learn from each other and improve their working relationships. Not only will they gain insight for doing their own jobs more effectively, they will likely build tighter bonds that facilitate better communication and coordination over the long term.
Successful email marketing programs need constant care and attention, and that includes taking a fresh look at your programs from time to time to reinvigorate your programs and team. OK, that's enough for now; I'm off to the pool!
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
An industry veteran, Tal Nathan has been helping organizations deliver valued and effective email marketing services for more than 10 years. In his role of vice president of client services, Nathan manages all client services for StrongMail to ensure that their respective clients receive the highest level of professional service available in today’s competitive marketplace. Previously, Nathan served as vice president and general manager of client services for Epsilon, where he led online strategy for the company’s top-tier clients, with a focus on the retail, travel and financial verticals. Prior to Epsilon, he was the vice president of client engineering at infoGroup, where he led and managed integration services for its Yesmail division. No stranger to technology, Nathan began his career at BDO Seldman, where he provided a range of business management and technology services to Fortune 500 companies. Nathan holds a BS in mechanical engineering from UCLA.
March 19, 2014