6 First Steps To Perfection In Email Marketing
Management Summary
We have the 6 first steps to perfection in email marketing for you:
1. Segmentation
Are you still sending your newsletters and mailings according to the “one-fits-all” principle? Does this mean all content is sent unfiltered to all of your recipient lists, regardless of the individual interests of your subscribers?
Rethink this method and put yourself in this situation: A dealer for cars, trucks and motorcycles sends a newsletter to its customers and provides all recipients with the same information about these three areas. Suppose you are one of the customers in the car sector and you do not have a truck or motorcycle license. The likelihood is very high that when you see a newsletter that contains all three topics, you think to yourself: “Actually, 2/3 of the newsletter content is irrelevant to me and doesn’t interest me.” You will quickly unsubscribe from the mailing list.
With perfection in email marketing, the sender would only have provided you with relevant information and segmented their target groups accordingly.None of this might have happened.
2. Interest tracking
As soon as you, as an entrepreneur, have more than just a single product or service in your range and also advertise it in your newsletters and mailings, interest tracking becomes an exciting topic. Many email marketing tools already offer the option to assign a specific interest to each link in your mailing. After allocating interests in your mailings several times, you can then determine which recipient is more interested in one topic or another.
3. Simple trigger mailings
Do you know when your subscribers have their birthday? Then you should make use of this valuable data and surprise your recipients on their birthdays, for example with a small voucher. These so-called trigger mailings are only set up once and then sent automatically. Reminder or feedback mailings also fall into this area.
Conclusion: Little effort – high service character. This is how email marketing perfection works!
4. Data update mailings
Having the email addresses of your prospects and customers is a great privilege. If you also have information about the full first and last name, you can even address the recipients of your newsletter personally. You can query everything you don’t know and would need in a so-called data update mailing. The information you generate can help you personally address or build up your know-how and segment your recipients.
As a first step, please only request the users’ email addresses when registering for your newsletter. Such a short form is quick for the user to fill out – the result is a higher registration rate. All other data that is important to you can then be requested in a data update mailing.
5. Ongoing A/B testing
A tip about this:Test, test, test – this is the only way you can increase the performance of your email marketing campaigns in the long term. The testing options are diverse: subject tests, content tests, sender tests, etc. With A/B testing you can ideally achieve higher opening and click rates. We have how it workscaptured here for you.
6. Tracking of each newsletter article
Trick question: What good is sending a newsletter without knowing what the outcome is? Correct: nothing. After clicking on which newsletter article did visitors stay on your website the longest? Where was the bounce rate highest and which link resulted in conversions after clicking?
This information is not visible in the email marketing tool statistics. To do this, you need the support of a web analysis tool. Ideally, of course, every single link in your mailing will be clearly provided with tracking parameters and not just the entire newsletter will be tracked as a campaign. This way you really know exactly which links led you to success
