The most successful email marketers will tell you that you must constantly update your email marketing strategy in order to stay relevant to your subscribers and up to date with the most recent technologies. Here at KobeMail, we have seen all different types of approaches. While different strategies work for different companies, we have listed a few suggestions below that apply to any company who uses email marketing:
1. Hire an email service provider. KobeMail helps make it easier for companies to email successfully. Some companies still use in-house mailing departments to handle their email marketing, but we would highly recommend outsourcing. The statistical research that ESP’s can offer cannot be matched by an in-house department.
2. Set up a regular schedule for your mailings. You want to send emails on a consistent basis so your users will anticipate an email from you. If you take a month off from mailing anything, your readers are going to forget about you. If you decide to send five emails in a week when you normally send only one, your readers are going to get annoyed, fast. Consistency builds trust and anticipation; two things that will boost your open and click through rates.
3. Build a custom template to use. In order to be noticed by your subscribers, you want to make sure that your emails are unique. Remain consistent with your mailings by using the same or a similar template for all mailings. Be sure not to use too generic of a template- be unique!
4. Focus on Reporting. Extensive reporting is available if you are using an ESP. However, many companies make the mistake of not really delving into their reports. Open rates, click-through rates, and A/B splits are just three of the many units of measure that every successful email marketer looks into deeply. Taking the time to analyze your reporting will allow you to optimize your campaigns and improve performance.
Continue reading the KobeMail blog for more insight on how to successfully manage your email campaigns.
Author: Peter Schirripa
Editor: Courtney Dillsworth