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Three Email Marketing Improvement Challenges for 2014

by Karen Talavera  |  
April 15, 2014
  |  5,490 views

Now that the first quarter of the year behind us, what will you do to maximize email marketing's contribution to your bottom line from here on out?

Improving email open and click-through rates is an ever-present task, but I encourage you to expand your focus beyond mere campaign-by-campaign process metrics and instead try program-level objectives on for size.

Challenge yourself with the following three worthy email performance improvement objectives for the remainder of your marketing and business year.

1. Increase subscriber engagement

Truly increasing subscriber engagement with your email campaigns means much more than merely boosting open and click-through rates, although both are important measures of engagement. It means analyzing open and click-through reach—that is, the proportion of your subscriber base, among all subscribers, who have opened or clicked at least one message over a period of time.


True subscriber engagement analysis measures not just how subscribers are performing over individual campaigns but how they are interacting with your entire program—and your brand... and your company. If your email subscribers are also customers, then what such analysis really tells you is what your customers are doing with your email.

Look beyond campaign-by-campaign open and click-through rates, and even aggregate YTD equivalents, and measure the breadth of subscribers who have opened or clicked, as well as their depth of their activity. Doing so will allow you to map a frequency distribution of openers and clickers across your entire list, making it possible for you to see exactly who is highly engaged, who is barely hanging on, and who is completely inactive; you can then segment for unique messaging to each group.

A solid subscriber engagement analysis can reveal important insights, such as whether your engaged population is diverse and widespread, or highly clustered into a group of the same people time after time.


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Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.

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Comments

  • by Jose Argudo Wed Apr 16, 2014 via web

    Triggered emails and marketing automation are very interesting uses of email marketing, and usually have very good results. As said an improvement over the mass mailing that has been used until now.

  • by Christine R. Valeriann Thu Apr 17, 2014 via web

    Great examples of behaviorally triggered emails, Karen, thanks. But these types of emails should be the foundation of any email marketing strategy, and therefore, developed at the front end--not as an after thought...
    @CRValeriann
    www.linkedin.com/in/crvaleriann/

  • by Andre Lejeune Tue Apr 22, 2014 via web

    Trigger emails are great but to drive conversion all interactions need to be based on the visitor's behavior. By tracking behavior over time and matching behavior to patterns identified at the micro-segment level, intent can be inferred. That, in turn, drives and defines what the most effective personalized response should be and the channel through which it should be delivered.

    The key is being able to analyze patterns of behavior across your database as well as micro-segments (think big data) and then translating that into personalized content (think email, web pages, SMS, etc.). Helping the customer move to their next step in their own purchase journey should be the overarching objective of any marketing campaign because the new selling is helping.
    - Andre Lejeune

  • by Zeba Warsi Fri Jul 25, 2014 via web

    Great examples to Increase RPS & RPE & behaviorally triggered email campaigns, Karen.
    Can You share a checklist for Email Marketing.

    Thank you so much for Sharing this great post.


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