Constantly improving your email communications is one of the most important skills that you, as an email marketer, can leverage to increase your company’s bottom line. But “improvement” can often seem daunting-even to seasoned professionals-due to the vast number of variables to consider.
In reality, improving your marketing emails can be as simple as looking for a new house. Check out these three tips for better results.
1. Ask: You can learn a lot about a house from its former residents. Inquiring with former occupants about the reason(s) behind their move can give you additional insight into the property and the neighborhood at large.
You can also gain insight about your email campaign from your former subscribers. As an email marketer, it’s your job to be resourceful-and that means paying attention to the people who opt in and opt out of your campaign. When contacts choose to unsubscribe, make sure you include a survey asking them the reason why. Use this data to identify trends to reduce your present subscribers from exiting your sales funnel.
Speaking of your subscribers, instead of speculating about what they want from your campaign-why not ask them directly? Send your audience interactive polls or surveys asking what they want to read, how often they want to read it and the preferred format they’d like to receive it in.
Interactive methods aren’t intrusive and they don’t trick people-they help to build honest relationships between your company and its customers. If you really want to entice your audience to engage with you, give them something valuable in exchange for their participation
2. The Offer: When you make an offer on a house, it may not be up to the other party’s standards. The same applies to your subscribers-they may not like what you’re offering, and unlike a realtor, you can’t negotiate with them. When reviewing your offer, consider the following questions in order to achieve your best possible outcome:
- Content – Are you delivering the content your audience craves? If your answer is anything less than a resounding “yes!,” you need to make learning more about your email subscribers should be a priority. Email intelligence can help you draw a clearer picture of who your audiences are so you can deliver more targeted, relevant content.
- Format – Are your customers responsive to whitepapers or eBooks? Or do they prefer non-text content, like video or podcasts?
- Length – Does your audience prefer easy to digest content, like tip sheets, or comprehensive eBooks?
3. Get Found: Soon after you’ve moved into your new house, one of the first things you’ll do is change your mailing address so friends and relatives can contact you. Unfortunately for email marketers, when subscribers adopt a new email address, they don’t head to the post office to alert marketers of the change.
We know businesses see an average 30 percent annual churn rate on their email databases, and industry statistics show it is much more cost-effective to retain existing customers than to acquire new ones. Email Change of Address can help email marketers stay in touch with customers even if they move or change ISPs. (Click here to try a free TowerData match test.)
Taking aspects of your job and comparing them to events in everyday life, like house hunting, can help to simplify some of your tasks and can lead to better communication between your company and its consumers. It’s a win-win for everyone.
Want to learn even more ways to better your email communications? Download the free guide, “3 Ways to Modernize Your Email Marketing with Email Intelligence” today!