As we wrap up the last email marketing campaigns of 2020, it feels appropriate to look back on the year and consider what lessons to take into 2021. This year has not been at all the norm; in fact, it had been one anomaly after another. But email has risen to the occasion, helping brands keep in touch with their prospects and customers even through shutdowns and lockdowns and quarantines. Site Impact’s employees and experts alike have been busier than ever--helping new clients, working with longtime partners to adapt to the current environment. Today we’re going to take a look at some key lessons to bring into the new year and its email campaigns.
If 2020 has taught us all one thing, it’s that adaptability and flexibility are the biggest virtues both for people and for businesses. The adaptive businesses found ways to keep things rolling, as did the people of the world--even faced with complicated and changing constraints. It’s been a difficult year, and 2021 is likely to at least begin in just as difficult a setting. Heading into the new year, and even moving forward, the biggest asset that an email marketing program can have is adaptability. Being able to tweak and change and shift on the fly--to deploy a completely different campaign on the flip of a coin--will be necessary even if and when vaccination efforts fully roll out. This year has taught brands and people alike that they have to be ready to deal with swift changes--and that includes in email marketing.
Analytics have been all over the place this year--that is a trend not just in the email marketing industry but across every business. The various pressures of the year have forced brands to get more invested in figuring out what they’re really interested in measuring; just because a particular metric is common, it doesn’t necessarily mean it’s relevant. For email marketing, the usual metrics are things like open rate, click-through rate, conversions, time on site, and so on--but while each of those metrics can have relevance on its own, very few brands have need to really dig into each and every data point that comes with a 21st century email campaign. Heading into 2021, identify the measures of success that are actually relevant to your business, and focus on improving them.
As we head into the new year, it’s a good time to take stock of how we’ve done throughout this year, and take our lessons from it. Email marketing has proven itself as a major force for businesses to stay connected, which is not going to change any time soon. By analyzing the right metrics--namely, those most relevant to your business in particular--and working to make your email campaigns as adaptive as possible, your business will find the challenges to come far easier to navigate. They become even easier to take on with a good partner at your side, so contact Site Impact to hear how we can help you keep your campaigns at the top.