Not everyone has tens of thousands of people on their email list and the staff to manage big campaigns. But there are a couple of easy things any size business or campaign can do to improve their email performance.
- Measure based on volume of actions. Open rates, click rates and click to delivered scores are important for judging the performance of an individual mail, but if these become your primary metrics, you risk avoiding tactics that might help increase click volume and conversion. Make sure your overall objective is based on clicks or conversions and not rates.
- Resend once to non-openers. Almost all email campaign systems will tell you who opened and who didn’t. Try waiting seven days and resending your email with a different subject line to those people who didn’t open it the first time.
- Create a Web version of your email, in order to make it easier to share articles and content via social media.
- Place the social media sharing functionality in-line with each story or offer, instead of in the header or footer.
- Manage the content against a calendar and play off relevant trends, themes and major events. Tying your content to some other event, makes it feel less like marketing and more relevant.
- Test. Many email platforms let you perform simple tests. Even if yours doesn’t try dividing your list in three parts and sending three different subject lines, or sending on three different days of the week.