The article addresses the issue of stagnant email marketing efforts and provides actionable tips to revitalize and enhance email campaigns. The author emphasizes the importance of avoiding routine approaches, such as sending the same content to the same recipients with little variation, and offers practical strategies for improving email marketing:
- Create an inbox swipe file: Establish a folder or label in your inbox to save emails with great subject lines, offers, designs, or copywriting. This collection can serve as a source of inspiration when creating your own campaigns.
- Identify customer touch points: Ensure that all customer touch points, including transactional emails sent by third parties, align with your brand and marketing goals to avoid missed opportunities.
- Conduct A/B tests: Start with simple A/B tests, such as subject line variations, to gather valuable data. Gradually progress to more complex tests, like experimenting with plain text versus HTML emails, to understand what resonates best with your audience.
- Enhance copywriting skills: Effective marketing relies on communication, and improving writing skills can significantly impact your campaigns. Utilize resources like Copyblogger, Joanna Wiebe’s copywriting e-books, and Grammar Girl for guidance.
- Segment email lists: Recognize that your subscribers have diverse needs and interests. Segment your lists based on customer behavior, demographics, or engagement levels to tailor your emails for more targeted and relevant communication.
- Upgrade your email marketing toolbox: Utilize tools such as Google URL Builder, Dropbox for sending attachments, Litmus for email testing, and Zapier for automation to enhance your email marketing efforts.
The article concludes by encouraging marketers to take proactive steps to rejuvenate their email marketing strategies and seek continuous improvement.