When it comes to email, marketers are sometimes guilty of paying too much attention to the next big thing: the next trend, the most cutting edge strategy or technique. But email marketing strategies that are a little more old school--a more tried and true--are still valid, and Site Impact is in favor of doing what works, every time. While some marketing professionals are out chasing the newest bells and whistles, there are certain tricks and standbys that will get you a lot better results for less effort, and today we’re going to look at a few different ones that deserve to be dusted off and put back into rotation.
It’s almost a cliche at this point, right? You sign up for an email list and a few seconds later, you get a message in your inbox, thanking you for signing up and welcoming you to the list. But welcome emails--automated ones--actually work very well. They have a high open rate, and when you include a special treat, a value-add for your new prospects, they have higher-than-average click rate, and a solid conversion rate. Even if you’re working with an email marketing agency that provides list services, welcoming people makes for a good strategy; it opens up an opportunity to connect, it gives people a sense that their interest has been noted, and it also gives you a chance to make an early, quick conversion. People like to feel welcome, they like to feel noticed; take advantage of that, and reap the benefits.
Your call to action (CTA) is, has been, and will be a major determining factor when it comes to the performance of your email campaigns. It’s base level strategy, but a lot of marketers have let crafting a good CTA fall to the wayside; either they incorporate several CTAs in the email creative in the hopes that more chances means more certainty, or they focus on bells and whistles to grab the attention and craft a standard, unimaginative CTA to have something there to click on. Crafting a good call to action is essential to making your campaign strong, and a good CTA will make up for a lot of other issues--though of course, your goal should always be to have each aspect of your campaign be as strong as possible. There’s wiggle room when it comes to creative, to subject lines, to content; but a bad CTA can doom you no matter how many bells and whistles you incorporate, and a good CTA will save you even when other aspects are not the hit you want them to be.
When it comes to email marketing, there’s always the temptation to go for the freshest, newest things; and certainly none of us here at Site Impact are rejecting the new options that exist out there. But there are a lot of tried and true strategic measures you can dust off and bring back into your email campaigns to reap the benefits they still provide. Contact Site Impact to learn how we can help you craft the perfect strategy that incorporates both old and new.