ClickZ – 4 Springtime Tips to Reinvigorate Your Email Marketing
I love this time of year. Baseball spring training is in full swing, people are in a joking mood (April Fools!), and I’m on spring break! Before I set off to recharge my batteries, I thought I would share some tips to reinvigorate your email programs as well. It’s spring after all, and there’s never a better time to make some changes to keep your email marketing programs fresh.
1. Creative redesign. Yes, your email templates need an annual refresh. It’s only human nature to notice and react to change, which is why creative redesigns traditionally generate up to a 25 percent lift that can last for up to three months. In order to maximize your results, you’ll want to apply some analytics to your creative redesign process. A well-executed multivariate test, where you can simultaneously test call to action, layout, and tone in rapid cycles, will help ensure a strong (and successful) creative refresh.
2. Reengagement campaign. If you aren’t currently running an automated win-back campaign, then build into your campaign calendar a reengagement campaign for the spring. The first step is to define the timeframe for identifying inactives, which varies by business, buying cycles, and other factors. Ideally, your identification process will also include a review of engagement across all channels, as a customer who happens to be unengaged in one channel could be active in another, and you should message to them accordingly. Once you’ve established the parameters for targeting inactives, you will see the immediate benefit of attracting lapsed customers back to your brand – not to mention the extra benefit of understanding the percent of your database that has lapsed in the past year.
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