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First published on September 17th, 2010.
Email marketers are busy people. Between management of email campaigns, working with agencies and dealing with the day-to-day business, we often forget things that should be done regularly in order to optimize our campaigns efficiency. Here’s how to stay up-to-date.
Reserve 3 hours a week in your schedule for the maintenance of the email marketing program. Make sure to include this time in your “busy” schedule, otherwise you could be tempted to skip the job. Take this moment to do what you wish you had time to do during the week. Use those 3 hours per week to optimize or research those features: Special A/B testing, database clean-up, CAN-SPAM compliance updates, special reports, ROI results or other metrics, industry’s best practices, etc.
Special A/B testing:
If you are not yet doing any A/B testing in your regular schedule, this is the time to do it. Start with the basics, such as demographics or type of customers/members. If A/B testing is already part of your routine, then it’s time to try something new: try cross-data A/B testing, such as clients who a type of product in a select state or region, and see if you get different results.
I shouldn’t even mention it, because it’s so simple. Spare some time to remove those member who sends you an email (or letter or phone call) instead of clicking on the unsubscribe button. Make sure your database is always up-to-date with relevant (and working) addresses.
Things can change over time, as you well know. It’s always best to be CAN-SPAM compliant, so keep in touch with the best practices and stay aware of any changes in the law.
Always put the numbers up front. Be analytical. Create a document with special reports which you can use in time of need. Use the metrics to reinforce your email marketing plan. If your targeted market is women 55+, create a report to see if members reading your newsletter are really women 55+ or if you are addressing the wrong market – and look for opportunities!
ROI results and other metrics:
It’s time for numbers! As said before, be analytical: use numbers to prove what you advance. Keeping a log of the metrics you are using (Revenue, ROI, Conversion rates, leads, unsubscribe rate, open rate, etc.) can help you see if you are going in the right direction. It can also help to obtain extra budget, if you can prove the efficiency of your campaigns!
Take some time to look at the industry’s best practices. This can give you some ideas to improve your own campaign. I advice to keep a competitor’s log of their major events, and to take some time to see how they get ready for those upcoming events, “email marketingly” saying.