You’ve invested in email marketing by building newsletters and marketing campaigns for various audiences. Yet your opt-out rate is higher than you’d like, and you’re ready to throw in the towel. Many digital marketers grapple with “the email issue” but there are measures you can take to develop a sustainable email strategy.
It’s not unusual for company execs to have unrealistic expectations of acceptable delivery and open rates when it comes to email marketing. While we all want thriving email lists, you must remember that list attrition is inevitable, and in some industries it is higher than in others. It’s good to be familiar with acceptable industry standards for email marketing but to also remember that people’s needs change or, more likely, they simply experience inbox overload and decide to do some housecleaning.
If your email program is performing below reasonable expectations, testing and analysis can help you set goals and hone in on a new approach to talking to your audience,
There’s no silver bullet when developing the “perfect” email marketing strategy. However, a sensible approach to segmentation, testing and strategy can guide you toward the right plan for your business.
Try it. Measure it. Refine and try again. A sound email strategy takes work, but the reward is connections that deepen relationships.