With so many complex and seemingly unattainable buzz words floating around the email industry right now—Big Data Personas, Multi-Channel Integration, The Internet of Things—approaching goal setting for the new year can be a daunting task.
Fear not: There are many simple but impactful resolutions you can make to take your email program to the next level. And we landed on a fail-proof formula to help you along. Just take these five tried-and-true resolutions and add the word “in email” for an honest look in the mirror.
- Stress Less & Lose Weight
This is your chance to trim the fat and drop emails that no longer make sense for your business or your subscribers. Take this opportunity to review ALL of your campaigns – are there messages going out that are increasingly difficult to manage or altogether unnecessary? Are there manual sends that could be automated? This is your chance to make your life easier and your subscriber’s inbox more relevant.
- Stop Addictive Habits
Now is the time to take a fresh look at old creative – especially legacy triggered or transactional messages. With a longstanding program it’s easy to fall into a mindset of “we do it that way because that’s the way it’s always been done.” Ask questions. Break down barriers. Find new ways to break through.
- Save Money & Get Organized
While email is a very cost effective way to communicate with customers, optimizing and streamlining your processes will only improve your ROI. Take this opportunity to identify inefficiencies or duplicate efforts and automate wherever possible. It is also imperative to have a plan for both content and cadence and ensure that EVERY campaign is aligned with a measurable KPI.
- Learn Something New
What do you really know about your customers? With the turn of the year perhaps their interests have shifted. Use a dedicated campaign or an updated navigation or footer section to direct subscribers to a preference center. Don’t have a preference center? Use progressive profiling tactics and click and browse behavior to guide your content.
- Spend Quality Time with Loved Ones
Ensure that the valuable time your subscribers spend with your email is exactly that – valuable! Focus on creating and curating quality content that is genuinely useful. Remember that your subscribers are people too so it’s important that you be human in the way you communicate with them. Don’t be afraid to inject a little humor and playfulness into your campaigns.