Let’s take a moment away from the Facebook e-mail news to reflect on other key considerations for e-mail marketers.
At ad:tech recently, I ran an all day in-depth seminar on e-mail marketing. Attendees were engaged and represented diverse backgrounds and situations.
Here are some observations and takeaways for e-mail marketers:
The Permission Division
While the power of permission is what makes e-mail a true powerhouse in the digital world (without permission, e-mail is a mere mortal form of direct marketing), the “what about this” scenarios that many ask show a big divide. They agree that “opting in” is the way to go but it is not often the reality in their businesses. The three-year-old sales lists, sister company e-mail databases, and intriguing yet vague promotional names acquired are often too tempting not to add to their main lists or just use to “test the water.” While many an e-mail purist may not agree with this, it is the reality.
Relevancy vs. Reality Question
Many of us preach the need to deliver relevant and compelling messages. Many e-mail marketers in the trenches I talked to said, “that’s great but my customers and senior management don’t care about relevancy – they want offers and something unique and valuable” (it’s up for debate on who these e-mail programs are being tailored toward). The interpretation of relevancy’s true meaning may be in the eye of the inbox reader, but these e-mail practitioners I spoke to thought relevancy was, to a certain degree, a no man’s land talked about by those not responsible for their own e-mail program.
Pencil These Questions In
It doesn’t matter who, when, or where, I find these questions always get asked. No one can dismiss them since they continue to be at the forefront of marketers’ minds. Some of them actually can define whether your e-mails get read as well.
- What is a good open rate?
- When should I send my e-mails?
- What makes a good subject line?
- What should be in my “from” line?
- How do I grow my list without spending any money?
I love talking to real-life e-mail marketers who aspire for more in their programs and their subscribers’ inbox. Sometimes we need to rethink the basics and the fundamental e-mail issues to ensure we all improve – regardless of the latest and greatest threat/compliment to e-mail marketing.
One way to ensure email subject lines always generates engagement and catches the attention of subscribers is to use a data-driven creative campaign strategy.
By using personalization in the emails that are sent, retail marketers can grow their consumer base and ultimately increase ecommerce revenue.
Optimize your email marketing program by testing its functionality with these strategies.