We all know that 2012 is going to be about quality content. There are so many sources on the web for people to get information from that they are getting overwhelmed and not sure which way to turn. By being their partner/service provider it is your duty to deliver relevant content. This will help build longer relationships and credibility. Below are tactics on how you can improve your company’s email marketing efforts for the year to come.
- Let your subscribers know what you are expecting from them. We often miss the disconnect between our perception of how our offers are presented and how prospects see and understand them. One issue is when you have short email forms that only ask for name and email and offer little information about send frequency, specific content options, or address validation, you will generate larger lists but include lower quality contacts. It is critical to set expectations with your potential subscribers so they know exactly what they’re signing up for and exactly what the value is. You don’t want to rub anyone the wrong way before they even get to know your company.
- Use automated campaigns. Lead nurturing, drip campaigns, re-engagement campaigns, and auto-responders make it easier for marketers to create email series with the intent of building relationships. It will definitely cut down on your time spent on campaigns, but help bring in the same results as if you were to do it manually.
- Test your email messages regularly. Testing on a regular basis is the best way to find out what types of content perform the best. Make sure that when you are testing that you don’t only change out the subject line. Test other elements such as landing pages and offers. This will definitely help your team get a better idea on how to launch a more successful campaign moving forward.
Do you use any of the tactics above?