4 Keys to Email Marketing Success
When it comes to email marketing success, the answer is almost always, “It depends.”
You ask: What’s a good open rate? What should I write on my opt-in form? What works best as an incentive?
And you hear: that depends on your industry, depends on your audience, depends on the role that your company plays.
But there are a few things that don’t “depend.” They’re core ideas that apply to every situation. Without them, you’re likely to flounder. With them, you pretty much can’t help but flourish.
Keep reading to discover the keys to email marketing success. Then if you want to explore them further, check out the article that inspired this post by Loren McDonald.
Know Your Goals
What, specifically, are you trying to accomplish with your business? And how, specifically, will successful email marketing get you there?
If you can’t answer these questions clearly, it’s time to take five, grab a pen and do a little brainstorming.
And if you need a place to start planning your strategy, use this article as a map.
Measure By the Right Metrics
If you’re trying to develop a cult following in a radical, narrow niche, you wouldn’t focus on keeping your unsubscribe rate low. If you’re trying to spread a message and build a like-minded community, your sales rate is perhaps not as important as how many unique opens your messages get.
So take a look at all the ways you can measure what your emails are accomplishing. Which show your progress clearly and directly?
Yes, we write about this one a lot. Because if your subscribers don’t have a relationship with you, they won’t care what you have to say.
So design your emails to spark their interest. Then grow their trust.
And watch this video interview of lifestyle revolutionist Chris Guillebeau to find out how to use your emails to build a community.
Streamline Your Efforts
To get ahead, you’ll need to cast any clunky or broken processes overboard. So search them out. Can you replace them with methods that produce the same results faster? Better? At less cost?
But the real secret here is to never declare this task finished. Your target is “being better.” And every time you hit it, you’ll find a new distance to aim for.
Charting Your Course
Thinking about your campaign on this abstract level will shift your perspective. Instead of mindlessly traveling along your current course, you’ll know just where you are and where to step next.
How often do you take time as a marketer to think about the big picture? What questions do you ask yourself?