New Email Marketing Strategies

If your inbox is inundated with boring, cookie cutter emails, then you are not alone. You can probably imagine that your potential customers are experiencing the same issues with their own email inbox. Let’s resolve to try innovative new email marketing strategies that differentiate our campaigns. Here are some ways to show your customers that you care enough about their business to not bore them with the same old worn out approach.

Personalize the Message

The old batch and blast approach to sending the same message to your entire email list is probably the most common email marketing strategy. The problem is it is also the least effective tool in your toolbox. Let’s pledge to push the “Easy Button” less often this year. You don’t have to completely scrap it, but we need to focus on using the tools at our disposal to give our customers a message that makes sense and adds value to them. Whether you use MailChimp, Constant Contact, Convert Kit, or any of the numerous email campaign platforms, you have the ability to differentiate and personalize your message based upon the data you’ve been collecting on your list. Use the tools at your disposal and make your message meaningful to the person reading it on the other end. Your results will be worth the effort.

Mobile Messages

We know our websites need to be responsive, but do we know the same applies to my email marketing campaigns? In 2012, 27% of all marketing emails were opened on a mobile device.  Now, that number is over 60%!  With more than half of all email being read on mobile devices we need to ensure that our email marketing is built for mobile, too.

When you read an email that’s not optimized for your mobile device what do you do with it? Most likely you will unsubscribe or delete it. Let’s be good stewards of our marketing lists and ensure that the message they read is tailored for the device they are reading it on.

Automation is King

It’s time to automate email campaigns whenever possible. Trigger-based emails are a common feature in almost every email marketing platform, with the most common being welcome emails, thank you emails, or transactional emails. Open rates for emails of this type are through the roof and portray a smart manner of doing business with your customers.

A/B Testing

If you’re not already testing your marketing copy, email subject lines, and call to action buttons…   it’s time to start.  Running an A/B campaign analysis can give us important information about what our customers are responding to, and lead to significant changes in our performance.

One Step at a Time

Finally, it’s important to remember when implementing new email marketing strategies, making small, incremental adjustments is the best way to tackle this change. Make a commitment to try one new approach this quarter and build upon that as you head into the second quarter. By the end of the year, you’ll be surprised at how your email marketing has transformed and, most importantly, you’ll be pleased with the results.