Despite email marketing being a highly powerful its real value for marketers is to choose the right communication. Email marketing coach and specialist Anik Singal shares some top tips on how to cope with the stress of this task and become organized when starting your email marketing campaign.
According to the Inbox Blueprint review by Anik Singal, emailing is a powerful medium using a unique combination of speed and scale. It is one of the few levers marketers have to attain short-term results, ranging from event registration and app downloads, to online revenue. However, even with the beneficial aspects, email marketing does not have the sufficient discipline or planning that a direct mail channel has – particularly in the retail industry.
Working with and around email marketing can be stressful and can become chaotic. While there are those that thrive on the excitement of this high-speed pace, others may find it too overwhelming to navigate.
Below are some top tips on how to reduce the chaos associated with your email marketing campaigns.
— ipfconline (@ipfconline1) August 18, 2017
• Spend More Time Planning your Follow Up Emails
Real emergencies are rare in nature, but when they present themselves it is important to act promptly and appropriately. For everyday email marketing, it is possible to benefit from additional planning in both normal daily workloads; as well as peak time workloads, such as email marketing during holidays or the back to school season.
The reason for this additional planning is to regain an understanding of marketing and what you will need to reach your marketing quota. Furthermore, planning will also help prepare for any contingencies in the case you will need a campaign to improve your sales. Ideally, you should not need to begin from scratch if you plan ahead and have the appropriate campaigns available.
• Have A Defined Workflow Outside Of All Corporate Emails
The majority of companies rely on corporate emails, Word documents, and Excel spreadsheets as a means of communicating campaign planning. By using a workflow tool combined with specific message apps, it is possible to increase the clarity of status and allow threads to occur and be commented on without creating or composing new corporate emails.
Workflow tools do exist in current technology and finding the ideal resource to meet your needs is vital. Personally, I prefer the apps that are corporate-focused, rather than being restricted to email exclusively; therefore, allowing all of the company’s stakeholders to access the tool. Stakeholders typically include compliance, legal, executives, external and internal creative agencies, the data team, and many more professionals.
Unfortunately, the presentation and use of a workflow tool exclusively does not address all email marketing issues. For these issues to be dealt with effectively, campaign briefs and intake must be clarified and regimented allowing the work streams to perform their tasks without the “back and forth” for clarification of duties.
All people are busy in their daily work tasks, but usually campaign launch dates do not alter and to meet deadlines there cannot be any slip-ups. As data teams and creative plans integrate, chaos can be experienced and risk introduced when rushing to meet the campaign deadlines. The use of a workflow tool is highly beneficial because it assists in identifying any issues within the campaign, allowing the team to resolve the problems in time and mitigate some risk to the schedule.
While thorough planning and the use of workflow tools can be advantageous, they do not address the reality of introducing marketing campaigns to the public. So, it is essential that we free up time in our lives to become nimbler and reduce stress as deadlines close in.
• Automate Where And If Possible
All repetitive manual tasks are time-wasters that can easily increase labour costs and reduce levels of efficiency. Regarding the context of email marketing, automation can include several procedures that will make the processes more cost and time-effective.
Firstly, recurring manual campaigns that are not triggered or automated must be approached. By digging into this roadblock on the lane to automation, it is possible to remove a detrimental feature. Always make finding roadblocks the first priority to any project.
Manual data movement between different online platforms, such as a campaign marketing tool to a marketing database or a marketing cloud, must be considered as well. It is recommended that one consider ways of automating data loading and file audits. This is useful because it will allow people to focus on marketing instead of marketing data validation. Similarly, if you are importing and exporting different files to gain the data for a particular campaign, it may be worthwhile to look at automation of this task.
There are several platform features available nowadays that can save a person large amounts of time during a campaign. The most common areas for data speed improvement in this area include targeting, allowing data segments to be refreshed and eliminating the movement of campaign-specific files.
Templates are another platform feature that can be used for automation of campaigns. Contrary to popular belief, a template does not have to be a “one size fits all” option and there are templates than can be highly flexible to manage different layouts. The key to gaining a template that is suited to your company’s needs is by working with a creative team. When a template is coded, it will be tested for mobile rendering and this can save time when related to HTML coding and render-testing.
• Look At Content Modules When Doing eCommerce
All too often, a person will compose new emails for each email set, and this task can increase the time spent on email marketing for eCommerce purposes. Content modules utilize evergreen pieces of content, which can be reused for numerous campaigns; thereby, reducing the amount of coding time or design. The content modules for eCommerce are typically available in the context of templates, but they do not need to be.
A content module, once built, will be dropped into the marketing campaign as required. The most common types of content modules include store locators, recommended products, loyalty balance sections, and common profiling. In fact, in certain situations, the majority of the email will be developed utilizing a content module. For example, product emails will use content modules for their services.
To create this type of module, it is important that you have the correct internal technology with real-time content. It is recommended that professionals be hired to assist with this issue because the building of content modules is dependent on existing systems and the overall budget for vendors.