When it comes to email marketing, I’m sure we’re all aware of the fact that nothing can be taken for granted. The platforms we use and the tools we implement may be changed, and our practices around email marketing may evolve as a result of this. With that in mind, it’s crucial that we remain agile and adaptable and continue learning from those who are far more experienced than ourselves.
Allen Marketing Group may be a well-known name in the Utah landscape, but they definitely aren’t resting on their laurels. This year alone, they’re planning to implement new tactics and strategies to take their email marketing to the next level and ensure that they stay ahead of the curve.
Let’s dive into how they plan to do just that.
The New Year, New You: Reinventing Email Marketing In 2018
Last year was a rough one for email marketing as a whole. Many large businesses with substantial budgets were forced to cut back on their marketing efforts, as the volume of spam dropped significantly. As a result, we saw a decline in engagement rates as well as unsubscribe and spam rates. Simply put, people didn’t trust the platform anymore and deemed it less effective for reaching their audience. However, the good news is that the spam and harassment situation has improved and the landscape has changed dramatically. To make sure your business is prepared for the new year and the new possibilities that await, it’s important to look back at last year’s mistakes and find ways to prevent them this year.
Less Is More
When we’re bombarded with information, it’s easy for our brains to become numb and detached. This is why it’s important for marketers to establish a basic framework for their emails – a formula that will keep them relevant and interesting while minimizing the number of complaints they receive from subscribers. As a result of this, marketers are moving away from over-explaining everything and toward a concise yet informative approach. In some cases, this may even mean removing entire sections of content that weren’t necessary for the recipient to fully understand the importance of the message. With that in mind, here are some of the biggest email marketing mistakes that you should avoid in 2018.
Emailing The Same Person Over And Over Again
With so much information available online, it’s easy for those who want to spread hate, misinformation, or just plain nonsense to find their target audience. There’s also the issue of repetitive engagement, where a marketer emails the same person over and over again without any signs of improvement or expansion. While this may sound like a perfectly acceptable practice in the early stages of a marketing campaign, it’s an incredibly poor idea when you consider the sheer volume of data that’s now accessible to spammers and scammers. This is why it’s crucial to have different variations of your email campaign – even if this means using a simple template to get the job done. By having unique experiences for each individual, you’ll be able to identify specific habits and tendencies that you can then capitalize on. This is the type of customer engagement that will result in staying power – not to mention a much lower risk of spam complaints.
Focusing Too Much On Measuring Results
While it’s essential to measure the results of your marketing efforts and adjust your strategy accordingly, it’s also important to remember that this is a process that requires time to understand and properly interpret. In the meantime, you may be tempted to continually experiment with different combinations of content, approaches, and CTA’s in the hopes of getting “good results quick”. However, this type of approach can often lead to unexpected problems that may arise from scrambling to meet arbitrary goals that have nothing to do with understanding your audience or creating value. In addition, constantly changing your strategy without clearly defining what you’re trying to accomplish can cause you to lose sight of your original goals and the progress that you’ve made along the way.
Not Keeping In Touch
With customers (and potential customers) residing all over the world, it’s important to keep in touch and ensure that they still think of your business whenever they have a need (or a desire). One of the best ways to do this is through email marketing – not just because it’s a quick and easy way to communicate, but because these emails can often be personal messages from a real person rather than a cold, automated message.
With that in mind, make sure that you don’t just send out your regular email blasts any old time – but rather, that you take the time to send out special promotions or updates to those who have subscribed to your email list. This keeps your business fresh in their minds while also encouraging them to keep an eye out for your products and services.
Now that you’ve got some idea of what not to do, let’s explore how to make sure that your Allen Marketing Group Utah email marketing is as effective as possible.
Setting Up The Right Hardware And Software
The first step to effective email marketing is to invest in the right hardware and software. Even if you have the best idea in the world and you have the perfect message, it won’t mean anything if you can’t actually send it to the right audience. For this reason, it’s crucial to invest in both a spam filter as well as quality hardware to ensure that your messages don’t get flagged as spam and that you can communicate with your subscribers without any trouble. With that in mind, here are some of the best email marketing tools available to small businesses.
One of the things that made Google so successful back in the day was their A/B testing platform. This tool allows you to compare and contrast the results of different approaches, content variations, and so on in the hopes of finding a combination that delivers the best results. To put it simply, A/B testing allows you to test one thing at a time – rather than trying to optimize your whole website for a single conversion technique. This type of approach can help identify the elements that are most effective in converting website visitors into paying customers and remove the things that aren’t as crucial.
If you’ve ever shopped at Nordstrom, you may have walked into the store and seen an A/B testing kiosk. This type of tool allows shoppers to compare the results of two products (in this case, Nordstrom’s and Elizabeth Cole’s purses) side by side, all while being surrounded by different brands and styles. This type of testing allows for a form of customer service that wasn’t possible before – where a store employee is trained to help answer questions and address concerns about a particular product rather than just routing the customer to the next available store associate.
If you’re sending out an email and you haven’t heard back from your subscriber (or potential subscriber) after a couple days, it may be time to brush up on your active listening skills. Rather than just sending out your message and waiting for a response, make sure that you’re actively listening to what your subscriber (or potential subscriber) is telling you.
Some people have a tendency to talk too much, never listening to what others are saying. If you find that you have this problem, take a step back and try to focus more on what your listener is saying – rather than what you want to say. This may mean repeating back what your audience has said to make sure that you’ve heard them correctly. It’s also a great idea to ask questions and seek clarification on certain points rather than just assuming that you know what your audience is trying to tell you. You may learn something that will make your message more effective – and less annoying.
Web Monitoring Tools
While you don’t need to run a large web monitoring company to track your website’s performance, you do need to have someone who’s dedicated to this task. A/B testing and regular website maintenance (as well as content creation if you’re doing any of this yourself) are all important parts of keeping a website healthy. However, none of this matters if you don’t have the time to dedicate to keeping an eye on your site’s performance.
This is where web monitoring tools come in. These tools allow you to monitor different aspects of your site’s performance (such as conversion rate, bounce rate, time on site, and so on) and alert you to any problems that may arise. This may be something as simple as a broken link or a sudden spike in spam complaints – or it may be a more serious issue such as an overloaded server or a hack occurring on your site. In either case, with a web monitoring tool, you’ll be able to detect these issues before they cause too much damage and allow you to take corrective action.