Email Resolutions for the New Year
Posted by Dave McCue on February 6th, 2012
Are you sticking to your email marketing resolutions for 2012? Heading into a fresh new year is a good time to evaluate the wins and losses of the previous year and identify opportunities to improve. Here are a few things to think about as you look to optimize your 2012 program.
Better User Experience
Taking steps to increase the scannability of messages can drastically improve the experience for recipients and increase engagement. When testing, adopt the mindset of a typical recipient who is short on time and, in many cases, multi-tasking. How much of an impact do your messages have “at a glance?” Don’t assume recipients who open your messages are reading every word—make it easy for recipients to find the most important content.
Effective Welcome Messages
New subscriber welcome messages are known to receive some of the highest engagement metrics of any type of campaign, but since these messages are typically automated they are often set up initially and then forgotten about, even as changes to the email program are implemented. If it’s been awhile, go back and review your welcome message to make sure proper expectations are still being set for new subscribers as far as the type of messages they should expect and the frequency at which to expect them.
Try New Things
Don’t be afraid to try something new, even if only to a test sample of recipients. Maybe that’s a new template design, sending at a different time of the day, including social media sharing tools in messages, animated graphics, etc. Not everything you try is going to work, but it’s worth the effort to see how your audience responds to variations on your typical communications. On a related note, let us know if you like the new Digital Spin News design!
As always, don’t hesitate to contact SubscriberMail for any of your strategic email marketing needs. Have a terrific 2012!
