Before carrying out an email marketing strategy it is best to send out pre-campaign test to uncover issues before actually implementing the strategy. The test results can be monitored by checking ISP filtering, blacklisting and filtering. The test e-mail should be sent to various email clients and platforms. The authenticity can be established by the sender of email by adding SPF code in the DNS record. Every email client and platform has a different preview pane and they have different policies for blocking imagery. To deal with this, the emails need to be redesigned so as to be read without difficulty and rendered correctly. The top part of the email should convey the maximum possible information. Also creativity should be increased by playing with HTML colors and fonts. Images should be less relied upon as there is better chance of them getting blocked the email clients or ISPs.
Something which did the trick a few months ago might not work today. Variables such as design, format, copy style, subject line, offers, content types, personalization, product categories, etc., need to be tested constantly.
Email relationship should be paid special attention from the beginning, because the majority of the decline requests comes in the first two months after subscriber’s opt-in. A well structured program must be designed which should engage the subscriber at once. A greeting message should be sent out straight away, followed by a recent email including the most up-to-date offers and promotions. An email can also be sent which offers the best of the past newsletters along with special offers for newcomers. Trust can be built by making things obvious such as frequency, proposition, content variety, and privacy policies, from the outset. You also still have to keep in mind your long term subscribers. Over a period of time nearly fifty percent of the email list becomes inactive. This comes about when the subscribers do not open the company’s emails for a long time. These kinds of subscribers need to be wakened by trying fresh subject lines, new email formats, and by sending best of newsletters or spicy offers.
You should also send out surveys every now and again to fully identify with your readers, this will let you to incorporate their requirements into your emails.
Instead of focusing on metrics such as click through and open rates, marketers must to focus on end goals such as earnings per mail, conversion rates, whether preferred action was taken on time or not, etc. Format style and the type of articles liked by the subscribers must be concentrated on. Including a search option also helps in acquiring customers to an extent.
The greatest challenge is to create a working email marketing plan which in reality has identifiable objectives, action steps and success metrics. The plan should include sufficient resources and budget. The plan needs to be improved over and over again by continuous testing and analysis, by increasing segmentation and personalization, and by including the most recent technology.
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