It’s that time of year again – time to roll out all those New Year’s resolutions you probably won’t stick to past the Super Bowl. You know the ones: “I’m going to exercise 5 days a week,” “I’ll never eat carbs again,” “I won’t hit the snooze button on weekdays.”
Breaking those promises to yourself is one thing. But the same can’t be said for professional resolutions – those promises you make to yourself, your team, your boss, and your company to make this year more successful than the last. Those can be critical to the success of your company and career.
So to help you get 2020 started off on the right foot, we’re sharing New Year’s resolutions for email marketers you can apply right away.
First things first, why should email marketers care about making professional New Year’s resolutions? Simply stated, when email marketing is leveraged effectively, it can be the game changer your business needs. That’s because, dollar for dollar, email marketing generates the best return on investment (ROI) of any channel you employ to achieve key marketing objectives.
You probably already know some of these metrics, but with the new year right around the corner, now might be a good time to revisit them:
Here’s how Campaign Monitor sums up the power or effective email marketing:
“Email is a revenue-driving machine. It reigns supreme as the most powerful marketing channel in terms of ROI, returning $38 for every $1 you spend. What’s more: It converts 40 times as many customers as social media. But just because you have some email content and a list of subscribers doesn’t mean you’re getting the maximum benefit out of your email marketing campaigns.”
Those are some pretty impressive numbers, but they reflect average performance. In other words, some businesses do a lot better, while others don’t do nearly as well. The difference between the winners and losers on the email marketing battlefield comes down to effective execution. The devil is in the details, and those details are all about leveraging email marketing best practices.
Here’s the thing: If you’re making a bunch of resolutions to get it right in the new year, why not add a few that might just take your business to the next level? Why not ramp up your email marketing to generate more leads, increase conversions, and boost sales opportunities and profitability? Here are three that could help get you there:
People might be OK with bots when it comes to online customer service, but your emails need to sound like they’re coming from a human being if you want them to get results. That means personalizing them using the customer data you’ve collected. It also means harnessing the power of automation so you push those personalized emails in response to key customer actions, such as abandoning a shopping cart, downloading your content offer, or filling out a landing page contact form.
How many emails do you delete based on the subject line? When’s the last time you skimmed a subject line that made you instantly want to know more?
Subject lines matter, so to make your email marketing effective, you need to get them right. This includes getting the subscriber’s name right (which, according to Mailchimp, has been shown to increase open rates), keeping it short (think about people checking emails on their mobile phone screens), putting the most important words at the beginning, being clear and focused, and telling recipients what’s in it for them.
Using dynamic content will dramatically improve the effectiveness of your emails, period. With dynamic content, you can leverage lead and customer data to make every email you send customized to the demographic and behavioral characteristics of every subscriber – whether that’s their stage in the buyer’s journey or the products and services which have piqued their online interest. Dynamic content frees you from creating multiple segmented campaigns as it ticks up open and click through rates.
So, there you have it: 3 smart resolutions to take your email marketing to the next level. And there’s one more.
To get email marketing right, you need to ensure your email marketing data is accurate and actionable. Whether you’re increasing personalization, pushing effective subject lines or leveraging dynamic content, you won’t get the results you’re expecting if you haven’t verified your email data. To learn how, check out BriteVerify email list verification services and our API, which verifies email addresses, phone numbers, and physical addresses in real-time anywhere you collect contact data. And to be you’re your email marketing campaigns are optimized and you’re getting maximum deliverability, check out Return Path from Validity.