Set Your Goals
Many companies are making the mistake of setting revenue goals and forgetting about email. Instead, you should set ambitious email goals for your program.
- Database size should be 80% of your reach
- Database should consist of 80% active users (opened or clicked within last 9 months)
- Open rates: 15%
- Click-Through rates: 5%
Define Newsletter Lists
Clearly define lists and groups of email and when doing so, consider the content you want to send and the frequency you want to send it. For example, consider these email lists:
- Contests + Promotions
- Daily Headlines
- Breaking News
Add Email Opt-ins and Sign-Up Forms Everywhere
Make signing up for your email list as easy and as visible as possible.
- Add email opt-ins to every quiz, contest, or ballot
- Add a sign-up form on your website
- Add a sign-up form to your Facebook Page
- Add a website popover encouraging sign-ups
Use Data to Segment
Segmenting your emails is a critical step for improving your email strategy. This is because sending relevant emails to targeted groups will return higher open and click-through rates.
- Start segmenting with zip code, age, and gender
- Segment based on survey question responses
- Use purchase history to influence segmenting
- Target based on past promotion participation
Send These 10 Emails
Developing a successful email program also means sending all the right messages. Here are ten emails you want to leverage in your email strategy:
- Welcome Email
- Exclusive Offers
- Birthday Email
- Campaign Promotion
- Event Invitation
- Special Content Activation
- Breaking News
- Newsletters
- Subscriber/Member Acquisition
- Advertiser Drip Campaign
It’s time to step up your email game. This means taking the time to evaluate your current email practices and see where you can make improvements. Email isn’t dead – Far from it. Make sure you’re prepared to take advantage of all it has to offer.
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Tim is the Director of Email Success at Second Street and has extensive background in media. Tim is dedicated to helping local media companies find success through their email programs while leveraging promotions to grow their database and achieve their company's goals.