Email Optimisation Tips
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- Published on Friday, 30 July 2010 00:34
Given how remarkable the return on investment is when Email Marketing is done well, it is astonishing how little time many marketers devote to optimising the channel.
Here are 3 of our top email optimisation tips:
Know your list (they are people)
When people opt in to an email list they do it because they believe they’ll receive something of value, whether it be information, offers or entertainment. To win the subscriber the brand has made a promise. Your brand needs to deliver on that promise to honour the trust the subscriber has placed in it.
Get to know the people on your list better with each interaction. Get to know who they are, what they interested in, and why they opted in. Then you can give them the value they want.
Relevancy (all people are different)
Once you understand who is on your list, you are in a position to provide them with value by providing relevant content. You must also recognise that not all people are the same and that segmentation of your database is crucial to get the best results. Very rarely will a one message fit all approach provide the best results.
Test & Measure (let the people decide)
One of the great things about email marketing is the ability to easily measure it with tangible performance metrics. It is important to link these metrics with clearly defined business objectives and then test and measure email program variables based on the business objectives.
By applying a few basic principles you will be well on the way to reaping some great rewards from your email marketing program.
Good luck.