I wrote in the last post about why to do email marketing and why it’s good for your business. But if you already have an email list and send regular emails to your subscribers this post is about you.
It’s easy to build an email list, keeping it is the hard part. You may have great content on your website but if your emails aren’t a bit different in some way why should people remain subscribed? Copy paste your blog post to your email won’t do.
Emails should be a more personal approach, it should feel as if you’re sending that email especially for him. I’m not implying that you should write separate emails, that will take forever. What I’m saying is that the way you should approach this in a caring perspective.
And you should care! It’s as if they’re special for the fact that they subscribed and it means a lot to you, for that you want to reward them with exclusive tips and news as a compensation. Keep in mind that they have needs and those are important if you want to have their loyalty.
The hierarchy of subscriber needs: Key success & failure metrics
The only way to keep your email subscribers on board is to meet or exceed their expectations. Columnist Chad White discusses how to use success and failure metrics to measure and meet these demands.
Subscriber expectations have grown steadily over the years, driven higher by a wide range of factors, including the adoption of smartphones, the increase in targeting and the rise in omnichannel experiences.
For email marketers to be successful, they must meet or exceed these expectations, which can be measured by a set of success metrics and a set of failure metrics.
We’ve summarized these demands in the “Hierarchy of Subscriber Needs,” which I’ve outlined below:
Respectful email experiences
Respectful experiences are the foundation of all email relationships. You want to have solid permission practices tailored to each of your email acquisition sources. You also want to set the appropriate expectations for how many emails the subscriber will receive and what content will be in those emails.
The key success metric for respectful email experiences is high open rates. Read more…
If your readers are not responsive you should start planning towards regaining their interest back. It can be done and in a few weeks, you’ll make them active again.
7 steps for re-engaging your email subscribers
How can you re-engage people who no longer respond to your emails? Columnist Sol Orwell shares strategies to get your dormant subscribers back on board.
As the internet and technology have progressed over the years, marketers have realized that the old-school approach of email still generates some of the best bang for the buck.
While email is a top generator of marketing dollars, far too many people take a simplistic approach and don’t use it to its full potential.
One of the most obvious areas where companies fail is with re-engaging customers who are no longer interested in what you have to offer.
Cleaning up your email list makes sense, as people who don’t open your emails are dead weight that’s costing you money. Every single email service provider (ESP) charges you based on the number of emails you send. If you’re sending emails to people who are no longer opening them, you’re still paying for that privilege.
Furthermore, companies like Google look at overall open rates when they receive emails from your newsletter. Lower overall open rates mean it’s more likely Google will filter your emails into the spam folder — somewhere you definitely do not want to be.
So it’s important to develop a strategy to try to re-engage people who are no longer responding to your emails. Read more…
As you can see nothing is lost and every situation can be changed with the right plan and effort. In the end, Marketing is more than earning a profit. It’s about giving! As long as you’re giving something that someone wants they will always stick to you for that.
Start today and bring your email list back to live!