Let’s face it: Email has gotten sloppy. In a fight to stand out from unsolicited spam, you would think marketers would be using all the latest technologies and taking an optimized approach
to converting emails to sales. But, as you can see from your own inbox, many marketers are either on auto-pilot and use one voice for all people, or are confused about the length, frequency and voice
so they just end up missing the mark on all three.
While marketers are fumbling their way through new platforms like social and mobile, much can be said for the resurrection
of email. Because unlike telemarketing -- which loses relevance with the proliferation of the mobile device as a primary phone -- emails are now sent straight to the pocket and purse.
Leveraging new resources like analytics and sophisticated testing strategies can give email a shot in the arm. Here are some suggestions for dusting off your email
Data is like white blood cells. If your email strategy is damaged, let data come to the rescue with information and teamwork that can help mend the gaps
in your existing system. Data should drive your testing, allow you to know your targets and hit them with unparalleled accuracy.
Carve out a sand box. Make sure
you have a valid proving ground. Take a small percentage of customers out of your current process for control and measurement. Take some of these out altogether to test a new strategy. Remember, many
of these customers have been bombarded with messages, so a two week “rest period” just won’t do the trick in understanding what really is getting through.
De-automate. You don’t have to drop automation forever, but take a step back and look at your strategy. Are you hitting customer segments with timely, relevant information? Do your
offers make sense? Are you differentiating by customer and prospect segment -- or are you still blasting “because it’s cheap”?
Check your landing.
Where do your emails lead? The leap from email to website is a critical one. Marketers need to make sure that customers stick the landing, and the best way to do that is to ensure that the start
and finish are talking to each other. If I click an email link to shop for shoes, don’t take me to the electronics department. Consumers are too savvy for the old bait and switch in email.