How do you know if it’s time to refresh your email marketing strategy? Maybe you are seeing a decline in open rates or response plateau? Perhaps offers that used to work well are no longer as effective, the list goes on… Email is a powerful tool, that’s why it’s important to ensure that all of your campaigns are performing to their optimum level. So how do you go about refreshing your email marketing strategy? Well here are a few tips to get the ball rolling.
The first step is to assess where are you falling short? With this there are two approaches to undertake.
Firstly, review some key CRM metrics – if you are using Maxemail, this is easy to do through Insight Reports where we can see how many customers never open your emails, how quickly new customers are becoming unengaged and what key segments are performing like against others. All of these will give you an insight into where it is going wrong, and provide you with the solid reasons for undertaking the refresh.
Secondly, identify key customer metrics like the number of one-time only purchasers, customers who have not purchased in a year and anything else that highlights under performing repeat purchases. This is where you can start to understand how email can help change these metrics for the better, with the most appropriate triggered email campaigns.