Saturday, December 3rd, 2016

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ClickZ – 4 Springtime Tips to Reinvigorate Your Email Marketing

ClickZ - 4 Springtime Tips to Reinvigorate Your Email Marketing

By: ClickZ

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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