- Does my company need abandoned cart/browse campaigns if we’re not an ecommerce or retail marketer?
- Are reactivation campaigns worth it, or should I just cull unresponsive subscribers from our list?
- How much marketing automation do I need? Do I need an ESP or MA platform?
- Do multi-touch campaigns (like a welcome series) outperform single message-campaigns? Is the extra effort to create a series worth it?
- Would my company benefit from reputation management and delivery services? What’s it worth?
- Does dynamic content really pay off?
One of the best ways to engage email subscribers is to connect with them emotionally, although this is often easier said than done. I have spoken and written many times about the importance of creating emotional resonance – either positive or negative – between your message and your audience. It's essential because without some sort of feeling connection to you, at least occasionally, subscribers will become bored by the purely practical often repetitive litany of subject lines cropping up in their inboxes (i.e. 20% savings this week!) and easily tune out.
Vary frequency and cadence seasonallyRetailers live and die by the holiday gift giving season (hence the term “black Friday” for the day after Thanksgiving, traditionally the biggest shopping day of the year on which many retail businesses that haven’t yet made an annual profit will go from “being in the red” to “being in the black”). Even before the days of e-commerce, holiday messaging was much more frequent than advertising done at other times of the year. This increase is easy to see in the email marketing frequency of retailers, which goes from monthly or weekly to as often as weekly or daily during November and December. It may not be at holiday time, but chances are there is a period or there are seasons when it makes sense to increase your
Thankfully, the days of silo-ed email marketing run by two techies hunched in a shared cubicle wedged into a forgotten corner far from the marketing department are largely over at most companies. However, marketing email can still suffer from "forgotten stepchild syndrome" when it comes to design.It's a fair enough question: "Should my email creative match the design/look/feel of my company's website?" Ideally yes, provided your website was created or at least had a face lift in the last few years. (If it hasn't been touched since 2002, that's a different story.) But in general, yes, from a creative standpoint your email marketing messages need to be included in your digital family.