My favorite movie series of all time is The Mighty Ducks trilogy. It wasn’t only because I had a serious crush on Joshua Jackson; it is also awesome. It’s a perfect story of the underdog making plans and changes, learning from their mistakes and recovering just in time to win the championship. One scene in particular sticks out as I write this blog:
We look tired. We need to change places.
Oh! Say “Change it up.”
Change it up.
CHANGE IT UP!!
When something isn’t working, continually doing the same thing over and over doesn’t really work, right? If your e-mail marketing strategy is starting to look a little tired, it might be time to change up your own marketing lineup. Here are a few signs that your e-mail strategy is missing the mark.
The open and click-thru rates on your e-mail campaigns keep going down.
No matter how big your e-mail lists get, you should still maintain a solid, quality open and click-thru rate regardless. This means that your information is finding the right people, applying to them and they’re engaging with that information. If your rates are going down that means that your prospects aren’t necessarily identifying with the content, it’s not original and new enough or they’re just not interested. While you’ll have more digging to do to uncover the why behind this, open and click-thru rates are often the first sign that something needs to change.
You don’t use personalization.
Here’s a nice statistic: According to The Aberdeen Group, personalized e-mails improve click-thru rates by 14% and conversion rates by 10%. Say what? Personal content is increasingly becoming a key element in marketing strategies. This not surprising. People want marketing that identifies with them and e-mails should be no different especially given the competition there is for a buyer’s attention. Personalizing your e-mail with the customer’s first name, the company or another piece of intelligence that you have can really improve your stats.
You’re not being specific enough.
Just like you quantify how many things someone will learn by reading your blog posts (this blog is a great example), you need to also be specific in your e-mails. Tell the reader what they’re going to come away with if they open your e-mail and make sure that the content is directly related to that promise. Time is at a premium, so be sure that if someone takes the time to open your e-mail that they’re going to find something of value or they may not open it the next time around.
Write to a person, not a group.
Personalization shouldn’t just be in the subject line or the salutation. People want to know that you’re talking to THEM, not a big group of people who you don’t really care about. They need marketing that gets them and e-mail marketing is no exception to that rule. I hate to sound like a broken record with these things, but BUYER PERSONAS, dammit. Get the framework and start understanding the person that you’re writing to.
One of the biggest issues with nurturing is that companies don’t send e-mails often enough or they send way too many. Find your sweet spot by testing out some frequencies over a few months to see what works best for you. You’ll want to make sure that you’re sending high quality e-mails with unique messages and offers on a regular basis.
Changing things up can be difficult. But if your marketing lineup is starting to look a little tired, odds are that it’s not as effective as it once was. Be sure to check out your analytics. Tweak your campaigns and e-mail marketing strategy by using personalization, being specific, monitoring click-thru and open rates, writing to your target buyer persona and sending e-mail at the right frequencies. It might seem a little difficult, but once you master the art of measurement, you’ll be well on your way to e-mail marketing success.