A Resolution You Can Keep

Did you make a New Year's resolution to optimize your online campaigns in 2008? Probably not. But Reggie Brady says now's a good time to develop a plan to improve your email programs. Here's a sampling of her best tips:

Do your homework. Since good planning starts with an analysis of previous results, consider why some of your campaigns worked better than others or why your list is not growing at the desired rate. Measure your numbers against industry benchmarks with a service like Bronto. "While your own metrics are more important," writes Brady, "you [need a gauge for] how well your program is working in comparison with your peers."

Test new features. Don't let your email programs go stale. Ensure recipients can easily update personal information and preferences. Up the ante by letting readers select message frequency and the specific topics or products they want to hear about. This tailored approach can help segment your audience, which is the lifeblood of a successful email campaign. Says Brady, "If you already see the value of using this technique, it's time to test additional groups."

Make your email work harder. "View your emails with images disabled," she says. "Is there enough supporting text to ... stimulate interest and activity?" Since image blocking is common, you need an effective preview pane and a link to an HTML version.

The Po!nt: There's no time like the present to reassess your email program's strategy. Writes Brady, "Any plans or changes you implement in the first quarter should pay dividends for the balance of the year."

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