In relation to the email factory, here are three major directional changes suggested by Ryan Phelan in 2023 to help email programs succeed:
- Stop sending so many emails: Despite the power of email, excessive email frequency can lead to customer fatigue and complaints. It’s important to throttle back after the holiday season and return to regular volume, frequency, and cadence. Higher email frequency should not become the new norm, as it can result in negative consequences such as more unsubscribes, spam complaints, deliverability issues, and lower revenue per email.
- Stop spamming: Permission-based email marketing is essential for long-term success. Avoid purchasing lists or engaging in spamming practices, such as emailing visitors without their permission. Sending emails to individuals who haven’t provided their email address or demonstrated genuine interest is a wasted effort. Email marketing should prioritize permission, respecting email laws and regulations, and building a reliable sender reputation.
- Focus on doing one new thing: Instead of overwhelming yourself with a long list of goals, focus on one significant change or project that can make a substantial difference in your email program’s success. Identify a goal, project, or change that will drive your program forward and present it to your boss. By concentrating on one achievable goal at a time, you can make a significant impact on your email marketing efforts.
Overall, these changes aim to improve the effectiveness of email programs by optimizing email frequency, adhering to permission-based practices, and prioritizing strategic initiatives.