5 Ways To Improve Your Email Campaigns

A lot of focus has been placed on what not to do in email marketing campaigns. Now let’s take a look at a few things that should be done before that next email campaign begins.

by Kristina Knight

First, define your goals. When going into a new campaign, the strategy should include end-game goals. What do you want to accomplish? A 20% increase in clicks? A 5% ROI increase? A 50% sales increase? Whatever goals you set make sure they are realistic but challenging.

Second, study your email list. If there are addresses with several bounces, addresses which have not replied or clicked in months or addresses which are undeliverable, cull them.

Third, check your website. Make sure the content on-site is up to date and new. Consumers won’t click through to read the same old thing. By including new information, you can potentially increase click throughs and ROI.

Fourth, use your goals to determine your copy. After defining your goals have a strategy session to determine how best to interest new customer and get old customers to return to the old. Is there a single item you want to push? Is there a new webinar that could engage the audience?

Fifth, think about your audience and determine how the product will improve that audience segment’s life. Copy should be changed according to demographic and behavioral targeting information.