The New Basics for Email Strategies
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This second part of a two-part article on email strategies will show you some things you need to avoid doing. It will also explain how to set goals for your email campaign, and how to rally your entire organization around those goals.
The first part of this article dealt with three factors which will enable you to increase your ROI in terms of your customers performing your intended action. It also gave advice on keeping them from unsubscribing to your emails. The three factors are to avoid overfocusing on creative design; monitoring your ROI; and avoid giving irrelevant content. These three things will ensure that you keep your subscriber list, and achieve your set goals for your email campaigns. I also mentioned customer relations management and the relationship between marketing, and customer service.
This article will deal with some more factors that you should watch out for and talk about setting benchmark goals for your email campaign. I'll also discuss how to make sure that your entire organization is aligned with your email goals.
After that we will look briefly at some things that are rapidly getting important in terms of deliverability. We'll also cover how to avoid being blacklisted. Some of what I am writing about touched on in a few articles written by Al Diguido over at the ClickZ network, so I am presenting them with my illustrations and my personal experiences along with some things I picked up from email campaigns of some major (and some not so major) websites last year.
Note that this article is not about deliverability, and it is not about getting your emails opened. It is assumed that your emails are opt-ins (more on that later), and that you successfully get past all the spam filters that the email providers throw up. This article will be useful for web sites that have high open rates for their emails, and get a lot of unsubscribe requests from their users.
It is basically a list of strategies that high income generating web sites will use this year. If you don’t do anything else, you will at least be on par with top email strategists the world over. All the factors I will cover need to be continuously happening; there are few one offs, and most of them have to become habits before they begin to show meaningful effect.
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