08 Aug One Crazy-Easy Way to Get Better Email Marketing Results
It’s not a big secret. You don’t need to be an expert marketer to do this. But most companies rarely bother.
Ready for it?
Scrub your email list of people who don’t – or rarely – open your emails.
Why this will improve your email marketing results
It’s all about quality over quantity. Sending emails to only those people who are engaged with your brand will greatly improve the effectiveness of your campaigns and help you reach your goals faster.
Of course, you don’t want to just boot people off your list. It would be like dropping a lifelong friend who you haven’t talked to in six months. It doesn’t mean they don’t want you in their life; they’ve just busy.
So instead of scrubbing your list first, send a comeback email.
What to include in a comeback email
A comeback email is short and sweet. It goes something like this:
We noticed you haven’t opened our emails in a while. That’s OK – we’re busy too.
<Insert alternative or offer – see below for more.>
If we don’t hear from you, we’ll remove you from our list in two weeks.
We hope to see you soon!
The ABC Company Team
So, about those alternatives or offers I mentioned above. You want to incentivize the email non-reader to shop or keep in touch a different way. There are generally three ways to approach this:
1 – Let them opt to receive fewer emails
If you’d like to keep in touch but get fewer emails, you can update your email preferences here.
<Insert a link to an email preferences page where the person can choose to get one email a month instead of one email a week. That’s just an example – customize as you see fit.>
2 – Give them a discount code or special offer
Because we miss you, please use code MISSYOU19 to get 15% off your next purchase.
3 – Remind them they can connect on social instead
If you’d prefer to keep in touch on social media, follow us on Facebook <insert link to your Page> or Instagram <insert link to your Page> instead.
Now you can scrub your email list
After two weeks go by, unsubscribe everyone, whether or not they open the email. If they want to keep in touch, they will self-select another option. If they do make a purchase, they will go back on your email list.
It’s time to segment your email marketing list!
Send a survey to your newer, smaller list. Allow them to segment by interests, age, gender, etc.
Segmenting by interest
A lot of companies that sell sporting goods and apparel do this. If you’re a skier, you don’t want emails about snowboarding equipment. But if you play a bunch of sports, you might want email content that touches on soccer, running and swimming.
Segmenting by age
Age can be helpful to, say, a financial planner. People just starting out in their careers have different needs than parents saving for college, who have different needs from people who are about to retire.
Segmenting by gender
If you’re a single woman, you probably don’t want to get emails from a retailer that focus on men’s clothing. You probably don’t want to hear about kid’s classes at your favorite yoga studio, either.
Take the time scrub your email list and watch your email marketing results improve dramatically.