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4 Ways to Jump start Email
Marketing for 2017
The new year brings much-needed
breathing time to address email marketing
strategies. In this post, I’ll explore email
marketing trends and offer four
suggestions for email strategy for 2017.
1. Nurture New Subscribers
During the holiday rush, your site likely
acquired new subscribers and first-time
buyers. These new email recipients are
extremely valuable to your business. It’s
imperative to nurture them. Consider the
following ideas.
* Use appropriate frequency. New
subscribers from the holidays are likely
gift purchasers. They may require a lower
volume of emails.
* Send relevant offers. Analyze what new
customers purchased, and the amounts, to
send relevant offers.
* Express gratitude. Let them know they
are a valuable customer. Treat them to a
special offer or a simple “thank you.”
2. Emphasize Mobile
For 2017 your email strategy should
emphasize mobile, making it as easy as
possible for recipients to complete a
purchase from an email opened on a
smartphone. Roughly one-third of all
online purchases are now done on a phone
or tablet. If you are not designing emails
for smartphones — to be read and to
enable a purchase — you are leaving
money on the table.
But getting clicks from an email on a
smartphone can be difficult. Here are tips
to increase opens and clicks from mobile
users.
* Use responsive design so email renders
correctly across all web browsers and
email clients. In a study from MailChimp
and Litmus, responsive design increased
clicks from mobile users by nearly 15
percent.
* Preview email creatives (especially
when not using responsive design) on tools
such as Litmus, and design creatives to be
optimized for the browsers or clients that
make up most of your subscriber file. For
most brands, this will likely be iPhone
users on Gmail.
3. Develop an Email Road Map
Write a draft calendar for 2017 that
includes the types of emails or promotions
you want to run throughout the year.
These can be repeats of successful
campaigns from 2016, new ideas, or even
replicating what competitors have done.
The point of the exercise is to physically
write a plan on a calendar, as a high-level
schedule.
This plan will provide a basic roadmap
that can be refined monthly. As each
month approaches, you can finalize offers,
themes, frequencies, and other details.
4. Commit to 1 Email Improvement for2017
The return on investment from email
marketing is typically positive because the
cost to send is so low. Despite this, allocate
money to make at least one overall
improvement in your email for 2017. This
could be an overdue project or another
idea that will generate good results, such
as the following:
* Switch to a more advanced email
deployment tool, to facilitate, for example,
segmentation, abandoned cart emails, and
other auto-generated emails;
* Invest in an email preview service such
as Litmus or Email on Acid
* Develop responsive design templates
* Clean-up your database, including email
verification and data appends (matching
customer info with an email address)
* Attend an email-specific conference or
webinar.
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