How do you know when your email marketing program needs a kick start?
Let’s say you’re running a successful, in-house email marketing program. You’ve built a decently-sized house list over time, and using a self-serve tool, you’re sending emails to your contacts about once per month. With each send, you can see your website traffic bump up. Occasionally, you may even get an extra sales phone call that day. Not a bad response, and it certainly didn’t require that much effort from your staff.
But do you wonder about the potential in that email database? How could you truly understand the value that you’re getting out of each send? Perhaps you need to look at the tools that you’re using.
But before you start researching a shiny, new email tool – ask yourself:
- Do your template and messaging really work hard for your brand? Good email template design is a science unto itself, with a constantly changing landscape of best practices and deliverability issues to consider. Working within the box of a pre-designed template can limit your ability to test what types of offers or messaging your customers really respond to. And the positive branding effect of a well-crafted message or beautifully designed template cannot be overstated.
- How good are the reports that you’re getting? Do you get insight into what happens ‘after the click?’ You may know that a certain number of contacts opened the email and clicked to your home page, but do you know what they did on your website? The right solution will show you the key website actions that were taken by your audience – purchases, document downloads, form submissions, etc. – and compare those results against your other marketing channels for a true ROI analysis.
- Are the experts there when you need them? A good email program will maximize every point in the process – from the opt-in collection, to database targeting, to the messaging, to testing strategy, all the way to landing page and conversion optimization. It takes a team of experts to be good at all of those disciplines, and to keep pace with the industry (as well as your competitors).
- Are you really searching for a strategy, not a tool? There are so many possibilities in email marketing, but you really need to start with an analysis of your business goals and a review of the competitive landscape. It may be time to take a step back and evaluate how email can play a role within a larger digital strategy. There may be significant opportunities that don’t require a technical investment, but rather an alignment of existing resources.
Often, we see that Clients are not limited by their email toolbox, but by expertise. Before making a significant investment in a new software package, email server, or in-house technician, consider a strategic consultation with an agency team that will consider your business problems and goals, then recommend the precise tool to use.