Impending New Year’s always give you the needed gusto to revitalize the way your business works, especially your marketing activities due to the way thing constantly keep changing. If you didn’t do this, then you’d still be working primarily with traditional media – so if you have made the leap to a focused digital media strategy over the last few years, then you know that needing to inject it with new ideas on an annual basis at least will be most helpful. Email marketing for instance has been a tried and tested old method that still works but the way you use email as a marketing tool has evolved year on year. If you want to stay up to date with your email marketing campaigns for 2015, ask yourself these vital questions when putting your strategy together:
- What have you learned from your complaints?
Take a good look at your complaints over this last year. Who is complaining? What are they complaining about? Can this be resolved with new content or do you need to reduce the frequency of your bursts in order that you don’t irritate your readers and have fewer complaints in the coming year.
- Do you have a re-engagement strategy in place?
Take stock of all your inactive segments, opt-outs etc. and see if you can find a common thread amongst them in order to create impactful re-engagement content. It does not suffice to merely tell them you miss them, you need to tell them why they need to come back and engage with you once again because their earlier reasons for leaving have now been resolved.
- How will you retain new contacts?
If you plan on getting in new readers for your content (and thereby, potential customers), you need to be able to know how to make them stay with you once they walk in the door. This means you need a specific strategy to create long term engagement with your new contacts in place before you start bringing them in.
- Have you optimized for mobile?
Optimizing for mobile is not up for discussion anymore, you need to have done it already and it not, do so right now! Audiences check mail on the go more so than ever and the impending boom of wearable electronics will mean that you need to expand your optimization plans for this new gadget group as well.
Email marketing campaigns are paramount to the success of any digital marketer and being able to reimagine the way you use the medium in 2015 and all future years to come are a vital part of being able to do this right.