When it comes to email marketing, there’s quite a range in approaches and methodologies. Some are great and some are… well, not so great.

The email marketing landscape can be heavily influenced by new trends and new technology, and in turn, cause a bit of an information overload. Such an onslaught of material can make it overwhelming to know what the most effective approach truly is. However, at the end of the day, all businesses have the same marketing goal – maximize ROI’s to earn a profit.

There are a few principles for a great campaign that have withstood the test of time in this digital age. Below are three tips to assist in streamlining your creation process to more efficiently and effectively execute email marketing campaigns.

Tip #1

Reuse, Repurpose, Recycle… Content!

Do you have content that has been created for past blogs or marketing collateral? Some of it, if not all, is most likely still relevant to your audience today. Don’t reinvent the wheel – revisit high quality content and reuse the aspects that resonated with your readership. Determine what videos had the most impressions, what links earned the most clicks and other pieces of relevant data that support the claim that the content was valuable. The original blog, article, or infographic you have chosen to resend may be more applicable and helpful to their business now than it was at the original send. Plus, there may be some new information to add for extra flair!

Tip #2

Perform Regular Campaign Audits.

Monitoring how your readership has responded (or, equally important, not responded) to content is crucial to the success of future campaigns. These metrics should be your life source when determining what worked, what didn’t, and where to go next.

While some business owners may feel overwhelmed by the email marketing campaign data. However, interpreting the data correctly, and charting a course that makes sense given the data, is key. Although there may be a learning curve to measuring the numbers, not doing so will undoubtedly be costly. As a Times Union Media client, you’ll receive continuous one-on-one strategy recommendations and research to help achieve your business goals.

Tip #3

DO NOT Treat Your Targets as a Single Audience.

It probably won’t come as a shock when we make the claim that individuals and businesses alike have unique needs and wants. Acknowledging this is crucial to your email marketing strategy. You are doing yourself and your company a world of good by accurately identifying your target audience(s). Why? For starters, you’re looking to draft the proper messaging that resonates with your ideal customer. By aligning messaging with targets, your ROI on email marketing campaigns will increase. Who doesn’t want the most bang for their buck? And did we mention – out of all marketing strategies available to businesses today, email remains the largest ROI driver with an average of $44 made on every $1 spent. Not bad, right?

Have a project in mind? We would love to hear from you! Hearst Digital Agency is a data-driven digital marketing and advertising agency with full-service capabilities. Through our parent company, Hearst, and our four other sister agencies around the United States, we offer the individual attention of a startup with the resources of a large corporation. If you have any questions about Hearst Digital Agency and what we do, please do not hesitate to reach out to us.

###