Be In The Know Blog

Managing Your Email Marketing List: Why It's Time for a Makeover

Posted by Jenny Sutton on February 6, 2019 at 9:23 AM

If you use email marketing to notify your customers of special offers and upcoming events, every new subscriber may seem like a source of potential business growth. However, if your expanding contacts aren't adding to your bottom line, managing your email marketing list may be the answer.

Customers are using tools like Unroll.me to rid their inboxes of unwanted or irrelevant marketing communications, but don't let that hurt your feelings. Instead, view this as a healthy and necessary purge of contacts that are very unlikely to convert — and a chance to cultivate a list of brand-new, high-potential leads.

Think of it as an opportunity to start fresh. Those segmented workflows you've been putting off? Now's your time to figure them out. Have some new acquisition techniques you want to test? There's never been a better opportunity than now.

In this post, we'll review some the strategies to help manage your email marketing list. We're focusing on your internal marketing campaigns sent to your subscribers, rather than paid email campaigns where you select a target audience. We'll talk about what you can learn from your lean email list, ways you can take advantage of a smaller cohort and how to build a new list of highly qualified and interested leads.

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Topics: Email Marketing, lead-gen

Marketing Email Frequency: How Often Should You Send Out Marketing Emails?

Posted by Maddie Thomas on November 22, 2018 at 10:25 AM

As a digital marketer, email frequency is one of those factors that gets mulled over to the point of analysis paralysis. It makes sense, though. Perhaps more than any other type of digital marketing, email is the most personal.

You're serving your list of contacts content right to their inbox, where you may be among important work correspondence, emails from friends, notes from loved ones — and about a million marketing messages.

It may come as no surprise, then, that the average email open rate hovers at around 20 percent, depending on the industry, according to research by MailChimp. And click-through rates? You're lucky if 3 percent of those who open your email click on a link.

Many factors contribute to email marketing success, including aforementioned industry, the cleverness of your subject lines, your reputation among current customers and at least a dozen things that can't be quantified or qualified. But email frequency is 100 percent in your control. It's testable and can make a huge difference in your email marketing success metrics.

Frequency matters because if users feel bombarded by your messages, they'll either start to ignore them or unsubscribe. If you don't send enough, you fall off people's radar. It's a fine balance.

In this post, we'll focus on how you can strike the right balance with your audience and see healthy open rates and better overall email marketing performance.

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Topics: Email Marketing

How to Use A/B Testing in Your Email Marketing Efforts

Posted by Codee Fuquay on September 18, 2018 at 11:15 AM

No email marketing campaign is perfect. No matter how strong your results may be, there's always a case for uncovering small improvements that can push your conversion rates even higher.

The trick is identifying those opportunities without disrupting the strategy that's brought you success to this point. A/B testing is the logical step for finding new efficiencies and ways to elevate your results. Here are four considerations to make sure this testing delivers quality, actionable results.

Pick the Element You Want to Test

Most marketers realize that A/B testing only works when you change one element and keep everything else the same. But it's not just subject lines, calls-to-action and email copy that can be tested: Delivery time, newsletter design and layout, images and other rich-media content can all be tested to see if they influence performance.

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Topics: Digital Marketing Strategy, Email Marketing, A/B Testing

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