You have sent your first campaign. Great. Pop the cork of you best champagne while you watch your sales skyrocket. And then re-do. The sending, that is, not the champagne. OK, maybe re-do the champagne too. But only once you’ve re-done the sending.
Because email is not a one-shot thing. You have to nurture your audience, or you’ll be forgotten and your messages will drown in the mess that is everybody’s inbox - people receive +120 business emails per day
on average, so you better be one of them from time to time.Find the right pace and the right time
Obviously, part of your strategy should be to send your campaigns on a regular basis. There’s no success formula when it comes to frequency other than testing. Weekly, bi-weekly… it’s up to you to find which one works best. You can also test times and days to find out when your contacts are more likely to open your emails. This way, your newsletter will become a regular appointment for your subscribers.
At the same time, you can also set up an email marketing automation strategy
. Create different scenarios depending on the actions your contacts take on your website. Thanks to these processes, you’ll be able to build and develop a better customer relationship, and re-engage inactive users.Looking after your contact list
Finally: remember that part about contact lists at the beginning of the post? Of course you do. That was definitely one of the best parts (aside from this rest of the post, of course).Taking care of your list is also a long run process
. After each email blast (24 hours later), make sure you clean up your list: remove those addresses that came back to you as bounces, blocks, unsubscribes, or that marked your message as spam. Especially those. Every 2 to 3 months, try to re-engage inactive users (contacts that haven’t opened or clicked on your emails for three to six months) by sending them a special campaign or offer, a feedback survey or asking them whether they want to continue receiving emails from you. If they still don’t engage, remove them from your list.
It might sound like you’re going to lose money by doing so, but that’s not the case. Getting rid of contacts who show no interest in your emails means you only keep the people who are really interested in what you have to send, and who will most likely buy what you have to offer. You don’t want zombie contacts who are not engaging with your messages and are having a negative impact on your open rates and deliverability.
Seems like we’ve covered quite a lot, doesn’t it? The reality is that, even if these are the basics to quick-start your email marketing strategy, the world of emailing is constantly changing and there are plenty of tools to leverage your sendings.
If you want to learn more, keep up to date with the latests trends and find tips and tricks to boost your sendings, check out our blog