Three Phases of a Successful Email Marketing Campaign, Part 3 – Reporting, Review and Revamp

You’ve compiled your email campaign recipient list, crafted your message and sent it out. Unfortunately, your work is never done with email marketing. 

Your email campaign is like a car, needing regular inspection and upkeep stay on the road. Consulting your campaign reporting tools is that trip to the mechanic.

Get the Broad View 
Your email campaign service comes equipped with reporting tools, offering at-a-glance performance insight and in-depth data.

Your reporting dashboard is a vital signs monitor for your email campaign, measuring opened and unopened emails, opt-outs, click throughs, among others.


Be Open to Change 
The dashboard scratches the surface, it’s time to dig deeper.

The open rate tool tells you how many recipients opened and read your mail. An email-by-email evaluation is your best bet.

If your open rate falls short, go back and do a postmortem of underperforming emails. Divide your contact list in half or into thirds. Send out your next email at different times of day to these groups and gauge which one yields the best results.

Other reasons for lackluster openings could be…

• Unrecognizable or Spammy-looking “from” names
• Equally shoddy email addresses 
• Overlong and muddy subject lines 

Go back over your content strategy to ensure you're executing it properly.

Over-the-Top or Under the Radar? 
Email marketing is a stricter baseball hitting count; TWO strikes and you’re out. Your first swing and miss was the unopened mail. Strike two is opt-outs.

Are you sending your email too often? If bombarded enough, people feel as if their inbox is the landfill of the web. You also don’t want to disappear for months at a time and then abruptly ask to crash on their inbox couch.

Send out a survey polling recipients on their desired frequency of mailings. Take another look at your opt-in language. What tone of frequency did you establish on this successful form? What kind of content did you promise? Make sure the pitch matches your product.

Cash in the Chips You've WON 
While trying to remedy any failures of your email campaign, don’t neglect to capitalize on the successes.

Reach out to your regulars, recipients who consistently opened your mailings. Your reporting tools also offer a click through feature. This tells you who accessed your website or blog via the mailing.

Your message resonated with these recipients. Use this appreciation to make a customer out of a contact.

In Summation 
You’ve paid for the email campaign service and the collected data. Consider the reporting tools to be a marketing currency mint. Now make sure you re-invest it wisely.

Three Phases of a Successful Email Marketing Campaign, Part 2 – What to Say and How to Say It

Last time on the Terrapin Shout Box, we covered how to put together your email campaign mailing list. Now that your signup pitch worked, what’s your message?

You Can't Land Anything with a Bare Hook 
When your email comes in, your recipients will ask, “What’s in it for me if I open this?”

Start with a punchy, concise subject line. For example, Clear our shelves, stock your closet or 5 Can’t-Miss Sales Tips. Make an effort to work in numbers. Using “5” instead of “five” makes for a more readable subject line.

Some bad subject line habits to avoid include use of words like Free! and Advertisement. Check your own spam folder and make a list of what’s in those subject lines. These words will likely get your email tagged with the exiled princes offering you $1 million.

Just remember, if a song has a catchy intro, you’re more likely to keep listening. You don’t want your recipients to skip ahead to the next “track,” or the next email in their inbox. 

Keep Your Momentum Going 
Your content has to keep reader attention now that the subject grabbed it, just don’t count on a long attention SPAN. Keep your message tight and to the point.

Supply the reader with appealing, diverse content. Don’t repeat yourself. Shake things up from mailing to mailing. Good starting points for content are:

• Expertise
• Industry Trends
• Company News
• Special Offers

Include eye-catching but not overbearing visuals. Follow the written content philosophy of clean and tight. Don’t turn the mailing into a “Nascar” by overloading it with graphics and color. 

What is Your Email's Endgame? 
Is your email’s purpose to keep the line moving to your site or a download? Maybe your goal is a “call today” scenario. Either way, a clear call to action (CTA) is a must.

Lay out your CTA in simple, clear terms. It could be as basic as a post-text button or hyperlink labelled, “Click here to download,” or “Check out our latest deals.” 



Not to Be Overlooked... 
Check back next time with Terrapin for our wrap-up email campaign post. Here’s a quick checklist of other email campaign best practices:

• Use a consistent format, but don’t be afraid to experiment with subtle changes
• Offer HTML and plain text
• Make your email readable with images disabled
• Address your recipient by name; no one wants to be called “Dear subscriber.”

Three Phases of a Successful Email Marketing Campaign Part 1 - Sign Me Up!

Setting up and executing a business email campaign isn’t as easy as typing a paragraph and hitting “send.” 

If you only go through the motions, you’ll get what you put in. Mapping out your campaign is a must if you want more than an email that goes right to the circular file. This starts with establishing and populating your mailing list.


Your Website is Your Friend
Dedicate space on your website or blog to your email campaign sign-up form. Make sure this spot has visibility. If you tuck it away in your site’s “no man’s land,” don’t be surprised if no one fills it out. You want eyes drawn to the form, not an eyesore.


Determine the level of web presence you want to commit. You can feature the sign-up on the homepage, or on all pages. If you go with the latter, don’t forget continuity; place the form in the same spot on every page.


You control your site, so you control the format of the message. Consider what your company offers that can incentivise email list sign-up. It could be a coupon, white paper or any other valuable.


Don't Just HOPE for the Best
You can’t simply lay out a clipboard at your place of business and cross your fingers for a full list at closing time. You need to engage the customer to sign up. Enlist everyone in your company to encourage customers to consider the sign-up list.


Instruct your customer service representatives to plug your email initiative when interacting with customers. In one sentence, ask the customer if they want to opt in; “While I have you, could I interest you in signing up for our email list?”  A drawn out pitch might prompt the customer to make a decision based on annoyance.


  
Always Stay in Networking Mode
Running a small business, you’re always meeting people. You make a lot of sales calls. Maybe you attend trade shows, workshops and seminars. This is fertile marketing ground.


After exchanging business cards in any of these venues, ask if you can add the card’s address to your email list. If your business comes up in casual conversation off the clock, don’t miss the chance to add another name to your list. Grocery store checkout small talk could lead to a new name on your client board.



Email Campaign Gaffes
You open your front door and find a pile of junk mail. You’re in the middle of dinner and the phone rings with an “exciting time share opportunity.” Or more to the point, you login to your email to the tune of countless spam items.

 Do you read or listen beyond the foil-laced envelope or telemarketer greeting? Nope.
How do you feel? Annoyed.


Don’t stoop to filling your email list without account owner permission. Stay away from Chamber of Commerce or purchased email lists.  Site “scraping” doesn’t work either. Sure, the email address is on the web, right out in the open, but it’s there for business contact, not unsolicited mailings.


In Summation
Email marketing campaigns have a lot of moving parts, all of which need to be well-tuned to succeed. Apply these tips to the construction of your own list and keep an eye out for future Terrapin blogs to improve your email marketing.