Email Marketing is a Marathon, Not a Sprint
It should be no surprise that many marketers are jumping at the opportunity to grow their email audiences, either as a core marketing strategy of the business or just to re-engage their existing customers.
It really just makes sense. Email marketing is a powerful and cost effective strategy for generating new customers and re-engaging existing customers.
If you are new to email marketing, it is important to bear in mind that email marketing is a marathon, not a sprint. We start by driving traffic to our offers and building our list. We then focus on building rapport with our subscribers with the ultimate goal being to drive sales.
The great news is that email marketing can give you a lot of feedback to know what is working and where improvements need to be made.
Quality Content Is King
Once you begin building your list, the first thing we want to track is the effectiveness of our subject lines. Get this part right and your message gets opened. Miss the mark, and your email gets ignored or even deleted. You can work on fancy layouts, images, even videos. And that’s all great. But if the message isn’t getting opened, your campaign is dead in the water.
Once the message gets opened, we test the layout, calls to action, personalization, etc…
If you’ve got a good open rate, the next step is to track clicks. How are people engaging with your message? Are they clicking through, at all? Are they clicking videos or text links? Which calls to action produce the best results?
You may need to test different layouts, formatting, calls to action, and placement. The time you spend here is well worth the investment.
List segmentation takes your business to the next level. Adding tags to your subscribers based on actions taken or not taken helps you drill down even further to identify and market to your subscriber’s preferences.
As you go through this list, you can begin to see why we say email marketing is a marathon. We see the “guru” telling folks that they can make money within 24 hours. But they skip the part that shows you to build that list that makes it possible.
The reason successful marketers can send out a broadcast and make sales overnight is because they have taken the time and made the investment to follow the steps outlined above.
When you manage your email marketing campaigns effectively, you identify several areas for positive feedback.
When you see an open rate that dips too low, retarget your email to beef up the open rate.
When you see a click rate that dips too low, reformat your calls to action, add a video, or reposition your links and calls within your message.
Target specific messages to only those who opened, only those who opened and clicked, and to those who did neither.
You will begin to identify patterns that help you dial in the focus of your marketing. This “email marketing is a marathon” approach will help you become a successful and profitable email marketer.
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