Review of your email marketing strategy
Can you believe it’s already November? I’m not really sure how that happened, but it happened anyway.
And while it always saddens me to see summer go, I love this time of year because it’s a great time to start preparing your 2010 marketing plan. But before you do, you will need to evaluate which of your 2009 marketing strategies worked. and which ones are not. Since email marketing is one of the best marketing strategies to increase your online presence, you need to constantly evaluate it and make each and every improvement.
As a guide, I share with you how I personally assess the effectiveness of our email marketing strategy. You can use this as a reference to evaluate your own email marketing campaigns during the last quarter of the year. It is an easy-to-follow guide to help you improve the effectiveness of your email marketing within your 2010 marketing plan.
The first thing to do is identify the overall goal of the email marketing campaign you launched. What specifically did you focus on? What was your primary objective? Mark? Building a relationship? Direct sells? Did you have secondary objectives? Were you able to reach the stats you targeted? By identifying the overall goal, you will know which metrics to focus on to measure the effectiveness of your email marketing.
If you decide that you were not very successful in reaching your goal, evaluate the different aspects of your email marketing campaign and identify the areas where you struggled. Review your email marketing campaign metrics. Dig deep to determine the reason behind your results, whether they are positive or negative.
List all the techniques you used to grow your subscriber list. Evaluate each of them to find out which was the most and the least effective. Decide if the most time-consuming technique is still worth your time and effort to implement. From the list, cross out the ineffective list growth programs you have used. There is no point in adding ineffective techniques to your 2010 marketing plan.
Take stock of your current subscriber list and see how you can personalize it further and how you can modify your content to make it more relevant. Do you need additional information about your readers? Are you going to implement a reader survey or can you gather valuable information just by looking at your email statistics and web analytics? How can you divide your mailing list to take advantage of this new information? Segmentation, personalization and relevance will be the keys to successful and effective email campaigns for the coming year.
Evaluate the content of the emails you have sent so far and see if they have been consistently relevant to the needs of your readers. Analyze the content of the email you have been sending individually. Evaluate your schedule for sending helpful content-based messages. Were you consistent in following your schedule accurately? Are you going to follow the same schedule or change it? A consistent sending schedule has a huge impact on email delivery rates and open rates. If you are not satisfied with your delivery and / or opening rates for 2009, please be diligent with your shipping schedule in 2010.
Compare all your individual email marketing campaigns against each other. Pay attention to which of them got the best and worst results. Know the reason behind each result and learn from it. Isolate each component of your email message: subject, title, calls to action, html, images, personalization, relevance, targeting, etc. Determine what elements need to be changed to improve your results in 2010.
Check your delivery rates for previous email marketing campaigns. How do your open rates compare to your industry standards? Identify areas that could have caused delivery problems. Were they technical problems? Spam rejections? Develop a plan to improve your delivery rates for your future email marketing campaigns.
And finally, make sure you’ve adhered to CAN-Spam guidelines throughout your entire email marketing campaign. Verify that your SPF record is up to date and that your domain name keys are configured correctly.
After evaluating your 2009 email marketing program, you should have all the information you need to create and execute an effective 2010 email marketing strategy. And if you’re disappointed after reviewing your 2009 statistics, don’t consider it. a failure; Think of it as an incredible learning opportunity that provides an incredible opportunity to improve.