Email marketer motivation: Don’t Stop Believing! by Stephanie Miller @StephanieSAM

Don't Stop Believing

In the spirit of proving that everything worth celebrating can be done by singing a line from a Journey song  at the top of your lungs, please join me, oh noble email people, and sing along:  “Don’t stop believing!  Hold on to the feeling!”

httpv://

Believing in ourselves and the potential of email marketing, and holding on to the feeling of knowing subscribers are satisfied and engaged.  C’mon, sing it with me!

What are we celebrating, you may gasp between stanzas?  That while many marketers still don’t use segmentation or keep their files particularly clean, marketers *are* planning to adopt more of these strategies, including advanced segmentation (42%), personalization (37%) and behavioral targeting (34%), according to the Email Marketing Industry Census 2010 from eConsultancy and Adestra.

Does that seem like a minor victory? I still give it “Journey Song” status because it’s a lot more encouraging than in past years when marketers planned only to keep the status quo for email marketing.  In some ways, email marketing is its own worst enemy.  It works so well that it sometimes seems like the magic fountain of email marketing revenue never abates.  It’s hard to make a case for doing the hard work of segmentation, list hygiene and creative testing if the channel still “works” without them.

Fact is that despite regular revenue, most email marketing programs don’t work as well as they could, and are leaving significant revenue on the table.  Even simple segmentation can boost campaign results by 150% or more, in my experience.   If there is a lack of targeting or too frequent mailings we have churn, subscriber fatigue, missed results, higher complaints, lower inbox placement and slumped  LTV.  With a thoughtful, subscriber-centric content and contact strategy, we earn more sales and revenue, higher short term and long term response and value, stronger subscriber satisfaction and improved word of mouth.

That seems like a very clear choice to me.  Why not segment to create a better experience for subscribers?  Especially when, in the process you generate more revenue for your business.

The anti-spam community often thinks we marketers are lazy.  Mailbox providers like Yahoo! and Gmail, and blacklists owners like those at SpamHaus blame marketers for sending too frequently to subscribers who are not active or responding.  Subscribers vote against too frequent or irrelevant messages with the Report Spam button, which generates a “complaint” against the sender every time it is clicked.  Even a small number of complaints will result in blocked message or re-routing of messages to the spam filter.  The penalty is that senders will be blocked from reaching any subscribers on their networks.  Marketers must focus on relevancy in order to maintain active files and prove that their efforts are actually providing value to subscribers.

Let’s do it in 2010, everyone!  Let’s prove the naysayers wrong, and show that email marketers are smart, savvy and disciplined enough to do the right thing by subscribers.  And earn higher revenue in the process!

Takeaway: More email marketers plan to use more advanced segmentation and targeting strategies this year, according to a new survey.  That’s good news for the industry, and an indication that smart email marketers appreciate the need to take it up a notch in order to optimize response and revenues amid the evolving utility of the inbox and feirce competition for consumer attention.

httpv://www.youtube.com/watch?v=1myAyr3xksU

Twitter: @StephanieSAM

Meet the author:

Stephanie Miller

Stephanie Miller

Stephanie is a customer advocate, and an expert in creating amazing online experiences that build brands and drive revenue. With 20+ years of direct marketing and publishing experience, she helps online publishers and marketers optimize their email channel revenue, starting with inbox deliverability. A frequent speaker and writer, she is a fierce advocate for caring email marketers everywhere. She is the co-author of Sign Me Up: A Marketer's Guide To Email Newsletters that Build Relationships and Boost Sales.

Connect with: Stephanie Miller

Share this page:

Share on linkedin
LinkedIn
Share on facebook
Facebook
Share on twitter
Twitter
Share on email
Email

Connect with us:

To stay in the know and get the best eMail Marketing information that will teach you how to BEE an eMail Marketing Ninja.

  • Jim Ducharme
    May 4, 2010 at 10:48 am

    Great post Stephanie! You go grrrl!

    Regards,
    jim

  • Jim Ducharme
    May 4, 2010 at 10:48 am

    Great post Stephanie! You go grrrl!

    Regards,
    jim

  • Garin
    May 4, 2010 at 1:47 pm

    “Marketers must focus on relevancy in order to maintain active files and prove that their efforts are actually providing value to subscribers.” So true. The more value an email marketer can add the less likely readers will be to click that terrible “unsubscribe” link. Cool post Stephanie.

    Cheers,
    Garin

  • Garin
    May 4, 2010 at 1:47 pm

    “Marketers must focus on relevancy in order to maintain active files and prove that their efforts are actually providing value to subscribers.” So true. The more value an email marketer can add the less likely readers will be to click that terrible “unsubscribe” link. Cool post Stephanie.

    Cheers,
    Garin

  • Chief eMail Officer
    May 4, 2010 at 3:21 pm

    Hi Stephanie…nice article.

    Chances are your voice will fade long before the message sinks in.

    I find the biggest issue why people don’t segment is because of lack of resources. Most companies know why they should be segmenting and what segments might increase lift. The big problem is generating new creative or secondary messages.

    This problem might be solved if companies increased their budgets and outsourced some of the heavy lifting.

    Email marketing agenceies have a real opportuntiy here.

    Thanks for the post.

    Jeff

  • Chief eMail Officer
    May 4, 2010 at 3:21 pm

    Hi Stephanie…nice article.

    Chances are your voice will fade long before the message sinks in.

    I find the biggest issue why people don’t segment is because of lack of resources. Most companies know why they should be segmenting and what segments might increase lift. The big problem is generating new creative or secondary messages.

    This problem might be solved if companies increased their budgets and outsourced some of the heavy lifting.

    Email marketing agenceies have a real opportuntiy here.

    Thanks for the post.

    Jeff

Add a comment

Share this page:

Share on linkedin
Share on facebook
Share on twitter
Share on email

SUBSCRIBE
to download our
FREE GUIDE
“27 Free Tools Every
eMail Marketer Needs
in Their Toolbox”

 

Your privacy is our privilege!
We will never rent, sell or share your data. 
You can unsubscribe at any time, but you won’t want to 😃

SUBSCRIBE to our newsletter
to download our FREE GUIDE
“27 Free Tools Every
eMail Marketer Needs in Their Toolbox”

Download our free guide 27 Free Tools Every eMail Marketer Needs in Their Toolbox

Download our FREE GUIDE

Your privacy is our privilege!
We will never rent, sell or share your data. 
You can unsubscribe at any time, but you won’t want to 😃

This website uses cookies to ensure you get the best experience on our website.