“Your account has been temporarily suspended from sending emails.” What do you do once you’ve surpassed the acceptable threshold of the almighty bounce rate?
The objective of the email marketing campaign usually goes a little something like this; launch an email introducing your company and your services to a list of prospects and hope for some relevant bites — maybe even grab some low hanging fruit. What most green marketers seldom consider are any of the essential preparatory steps, like segmentation, contact validation, and opt-in verification.
To stop the biggest oversight of many marketing careers from becoming a recurring trend, you’ll need to review your email marketing strategy and fine-tune the process with which you launch campaigns.
1) Combing Through the Data
Ever send an email to an address like firstname.lastname@example.org? Your email delivery report will let you know pretty quickly if your information is so off-base that you might have inadvertently applied for several jobs and logged a support ticket or two. Email accuracy is critical to online reputation management, not only for the sender, but also for the provider.
2) Understanding Your Audience
Once you’ve got a handle on the cleanliness of your prospect list, segmentation is the next crucial step. Your list probably contains a wide variety of contacts scattered geographically, and at different job levels within all kinds of verticals. It’s a tedious process, but a proper segmentation strategy that aligns with your organization’s objectives is crucial. For example, by segmenting by job function you can target your messaging based on user personas.
3) Content Creation
Unfortunately, many calls to action are too generic and not exciting enough to generate the necessary click-throughs. Positioning your company and offers behind a simple Contact Us button isn’t going to Jedi-mind-trick anyone into getting in touch. The importance of great content creation to demonstrate the value you provide and that you are willing to give prospects something in exchange for their precious contact information is essential. So start developing content, and lots of it! It’s important to test lots of different types of content and make sure you’re giving your readers useful material in the format that they want to receive it in.
4) Need- Match- Engage
Essentially, you need to give your prospects the opportunity to receive the information they want, not force-feed them what you want to sell. Proper contact alignment paired with educational content allows you to take your lead nurturing efforts to a new level. Understanding your prospects’ needs, matching that with educational content and engaging them in meaningful conversations allows you to foster a real relationship, which usually makes all the difference.