7 Tips For Improving Email Performance
By Anna Johnson on April 28th, 2009Bryan Eisenberg from GrokDotCom offers 7 tips for improving your email marketing performance. You can apply these to improve your email open rates, click through rates, and landing page conversion rates.
1. Prune your email list.
Not only do you want to remove email addresses that result in bounces, but you may also want to remove unresponsive subscribers from your list. They’re not actively engaged in your emails, so why keep them in your database? Get rid of them and you’ll immediately see a jump in your key metrics.
2. Segment your list.
There are many ways to segment a list. You can differentiate between subscribers and customers, distinguish based on demographics, segment based on how/where people come to sign up for your list, and other criteria that makes sense.
3. Keep learning and applying what works.
Continue reading publications such as Kikabink News and subscribing to, and monitoring, what top email marketers send out.
This doesn’t just mean what ‘Internet marketers’ send, either. You’ll likely get more ideas by subscribing to the best email marketers in a variety of industries. One company mentioned by Bryan Eisenberg is ProFlowers.com
4. Evolve with your subscribers.
Aim to evolve and modify your approach based on the ever-changing online environment, and your subscribers’ changing expectations. For example, while a monologue may have been appropriate in times gone by, nowadays online consumers are expecting to engage in more of a dialogue with marketers. That’s one reason why, at the bottom of the articles in Kikabink News, we provide links that invite you to comment.
5. Improve your landing pages.
It almost goes without saying that you need to test, track, measure and improve your landing pages in order to improve your conversion rates.
6. Implement tracking so you can track and improve the performance of your emails.
At a minimum, you want to track open rates, click-through rates and landing page conversion rates.
7. Review your autoresponder emails.
Make sure that any automated emails you send remain up to date and contain the correct links, dates, etc. Trust me on this one – we have found out the hard way about autoresponders that contain out-dated information!
Source: Bryan Eisenberg, “Have You Spring Cleaned Your Email Marketing Yet?” GrokDotCom, April 20, 2009
