We can’t help you learn Spanish, call your mum more or finally join the gym. But if you want to make 2016 the year you level-up your email marketing, here are six savvy tips for small businesses. Easier to get your head around than Spanish verb conjugation — and no Lycra necessary.
Cast your eyes over 2015
Sometimes you have to look back to look forward. At least that’s the case when it comes to plotting the email equivalent of world domination for 2016. Grab a double Americano and take a morning to comb your 2015 email campaign reports. What worked? What didn’t? What subject lines got the most open rates? Which types of content generated the most click-throughs?
Going back through 2015’s metrics will give you two things: 1) a clear idea of the goals you want to achieve in 2016; 2) the beginnings of a strategy for how to achieve them. Be specific with your goals too. “Improve average click-through rate” is too wishy-washy. Quantify it. Set your benchmarks. Define what success looks like. 20 percent increase in subscribers? 10 percent increase in leads generated from email? It’s your call.
Be smarter with segmentation
The more targeted your message, the more likely it is to convert. Think about the emails you receive. You are more likely to read something that resonates with your interests, right? In 2016 sending the same email to every subscriber — known as batch and blast email marketing — will become less and less effective.
Look for novel ways to segment your subscribers based on what you know about them. You could gather that data through website registration questions, social media or simply tracking how your subscribers are interacting with you…
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