While we are still in the first quarter of the new year, this is a good time to evaluate your company’s marketing goals, budget and projects. In addition to your advertising, public relations, social media, and promotions, it is important to take a good look at your email marketing program.
Companies often overlook email marketing in their annual assessments due to budgeting or time. Whatever the reason, don’t take your email marketing effort for granted. As with any marketing effort, verify if it is working, if it is worth the time and money, or if it is time to make some changes. Be sure to consider the following when assessing your organization’s email marketing effort.
Who is your audience? For any marketing effort to be effective, you must first know your audience. Who is on your email marketing list and how are they getting on your list? Is your email program targeting current as well as prospective customers?
Check the distribution list and see if it needs to be updated. The best list is one that you have organically grown. Growing a list on your own takes time but delivers the best results in the long run. Have a way for recipients to verify that they want to receive information from your company. A double opt-in method is an effective way to verify that your recipient wants to receive your emails and can help reduce the likelihood of your email being labeled as spam.
Have an email marketing calendar. Create a realistic schedule to for sending emails. Too often a business sends multiple email newsletters to customers. As a result, many of these emails are overlooked and go to “trash.” It is more valuable to send one meaningful email update each month than a multitude of emails that don’t get a response.
First appearances are important. Be creative with your graphic design and your content. Choose a subject line that will get the recipient’s attention. Do not overload the email with too much text or busy images. Have a clean design with easy to read, meaningful copy and strategic calls to action that will engage the reader. Personalized touches, such as using the recipient’s name in the subject line and email content, will help you connect with your audience.
Think of your own “in box.” What types of emails prompt you to open and read them as well as respond to a call for action?
Evaluate your data to help get better results. According to marketingland.com, this includes looking at your automations to make sure they are working properly as well as reviewing your analytics. Doing so will help you determine what emails are working. If certain email topics and content are not delivering results, then remove them from your marketing program. Reviewing this data will help you take the right steps to achieve better results.
Get your team involved. As you take a fresh look at your email effort, get some experienced team members involved. They can help ensure that everything from email topics to content, graphic design, distribution, and coding are going in the right direction.
By taking the time to evaluate your company’s email marketing program, you can help eliminate waste and be more productive. Ultimately, you can also better engage your customers and help to grow your company’s brand.
This column was compiled by Karen Geriner Robertson, director of public relations and client development at RobMark – Web • Advertising • PR. Contact her at firstname.lastname@example.org or (912) 921-1040.