Three Pillars of Effective Email Marketing

Comparing one's monthly email results to industry averages is a good way to start. This will allow one to assess one's company's current state and define acceptable future objectives.

Fremont, CA: Email marketing has been shown time and time again to be one of the most successful forms of marketing communications for both large and small organizations. However, as one year comes to a conclusion and another begins, email marketing is generally one of the first marketing channels to be placed on hold in terms of new efforts. Creating an efficient email marketing program is one of the best things one can do for one's entire marketing plan. Here are four critical pillars for one's email marketing strategy that one can start using right now.

Segmentation

Sending out one-size-fits-all emails to one's entire list will lead to unsubscribes, deleted emails, and possibly a spam folder entry. A segmented email contact list is essential for effective email marketing. One should segment one's consumers by purchase history, email or website involvement, personas, or basic demographics to create sub-lists within one's primary email file. Sending an email with content personalized to the recipient will prevent one's message from getting deleted and increase engagement and email click-through rates.

Designing Email

We've all heard it: mobile is fast becoming the preferred device for reading email, with up to half of one's email readers opening one's emails on a mobile device, depending on one's audience. Now is a wonderful moment to double-check that all of one's emails are mobile-friendly. Use a service like Litmus or Email on Acid to test desktop and mobile versions of your email at the same time, assuring proper rendering in various inboxes, devices, and browsers.

Analysis

It's easy to lose sight of one's email marketing channel's overall reports. On the other hand, Monthly analysis can aid in identifying trends and identifying possibilities for improvement. Click-through rate, bounce rate, list growth rate, unsubscribe rate, and conversion rate are a few metrics and KPIs to track monthly. Comparing one's monthly email results to industry averages is a good way to start. This will allow one to assess one's company's current state and define acceptable future objectives.

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