MarketingSherpa – Email Marketing: 5 tips for improving the value of your list
In a recent webinar, “How to Improve the Value of Your Email List” (sponsored by Bronto Software), W. Jeffrey Rice, Senior Research Analyst, MECLABS, discussed how marketers are constantly trying to improve the performance of their email lists, while simultaneously doing so with fewer resources and the possibility that all their work may not guarantee an ounce of ROI.
We followed up with Rice to discuss rising expectations of email performance, increasingly stringent delivery requirements, improving relationships with your recipients, and more.
Rice offered five valuable tips following the webinar:
1. Respect the customer relationship
As with most facets of our business, email marketing is built upon relationships. According to Rice, when these relationships are properly nurtured, and recipients are given the proper respect, it often means it’s not the largest list that wins, but rather the most active.
Marketers can take actions to meet these expectations. These actions may come in the form of clearly communicating expectations of what, when and why the subscriber will be receiving emails,before they opt-in. However, the most important task — and maybe the toughest — is keeping the promise to deliver only what the opt-in requests, and nothing more.
“Sure, the more email marketers can keep [the relationship] a two-way conversation, the better,” Rice says. “We see brands optimizing messages with games and videos to spur interaction. But, there are engagement elements marketers can include in their processes that allow subscribers to control the conversation.”
2. Establish (and deliver upon) expectations
It is critical to set expectations right from the start of the relationship. By doing so, marketers can reduce potential subscribers’ anxiety during the registration process and increase opt-ins. When brands take the time to inform new subscribers of what they will deliver, the step yields more long-term subscribers.
Rice believes every opt-in page should answer the following four questions:
- What — “The focus should not be on the incentive, rather the value of the content. Clearly state what type of communications will be sent. Include a sample newsletter, which can contain evergreen content, so it’s more likely to be relevant to the potential subscriber.”
- When — “At minimum, identify how often email communications will be sent. Better yet, let the new subscriber set the frequency at which they would like to receive emails.”
- Why — “Spell out the features and benefits the subscriber will receive in specific detail. The more descriptive and fact-based the copy, the more effective it will be at converting opt-ins. Don’t just ask, ‘Sign up for our FREE newsletter!’ but rather write from the subscriber’s point of view, by explaining how the membership will assist in learning and solving his or her challenges.”
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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