New Resolutions for Mass Email

I don’t normally cut & paste, but this lists I received through one of my enewsletters is worth sharing in its entirety. It’s from the Email Insider list.

1. Each month replace one of your previously planned broadcast emails with a targeted email to a segment of your list. This holiday season retailers sent out record email volumes — and also clearly suffered some deliverability issues during the first week of December, according to my Retail Email Index. It should be a wake-up call to all email marketers that everyone needs to move toward more segmented messages and fewer broadcast emails.

The irony is that a well-crafted, targeted email can generate as much sales as a broadcast email, while simultaneously increasing engagement and reducing list fatigue.

If you haven’t done so already, consider launching a preference center to give you extra data with which to segment your list for targeted mailings.

2. Schedule a review of all your email forms and triggered emails. Sign-up forms, preference centers, welcome emails, triggered emails — if you haven’t done an inventory of these pages and emails and reviewed them to make sure that they’re accurate and up to date, do it now.

3. Speak to the subscriber and not from the point of view of your business. Make sure that your emails and forms address consumers with them in mind. What’s in it for them? What’s appealing to them? And how does your email program help them?

4. Redesign your email templates with image blocking in mind. Retailers made great strides in 2008 in adapting their templates to imaging blocking. More retailers started using HTML text in their designs, including converting their navigation bars to HTML text links, ensuring that they have alt text for their images, and adding preheader messages. But there are still too many marketers that haven’t made the adjustment.

5. Segment out your inactive subscribers. Send them different messaging than your active subscribers and at a lower frequency. Also consider sending them emails with a different template, one that has an unsubscribe link at the top, or offering the choice to opt-down to a lower frequency. After a long period of inactivity, you may also want to send a reactivation campaign, asking them to opt in again in order to continue receiving emails.

No one wants to unnecessarily cut subscribers who are viewing emails with images off and not clicking because they’re going directly to a site, shopping offline, etc. But at a certain point, inactives become a source of deliverability problems and a distraction from your engaged subscribers.

Great items to keep in mind during your annual winter/spring cleaning of your email list and campaign strategy.


2 Responses

  1. […] New Resolutions for Mass Email « Search Marketing for NonProfits (tags: marketing e-mail nonprofits) […]

  2. […] 18, 2009 New Resolutions for Mass Email (Search Marketing for […]

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