{"id":164,"date":"2012-06-07T10:00:18","date_gmt":"2012-06-07T10:00:18","guid":{"rendered":"http:\/\/strategicservices.com\/blog\/?p=164"},"modified":"2019-09-23T10:52:20","modified_gmt":"2019-09-23T10:52:20","slug":"move-over-from-90s-evolve-your-email-marketing-for-2012","status":"publish","type":"post","link":"https:\/\/www.metricfox.com\/blog\/?p=164","title":{"rendered":"Move over from 90’s, Evolve Your Email Marketing For 2012"},"content":{"rendered":"

Being a professional marketer, we talk about experimenting and flowing with the tide, so I wonder why we still apply orthodox thinking and style in email marketing. I assume that we really believe in what seemed to work in 1998 and are certain that it will work even now!<\/p>\n

If your\u00a0email campaigns<\/a>\u00a0are slowly losing their shine and degenerating into mediocrity, lack of innovation in email marketing can be one of the reasons for your diminishing fortunes.<\/p>\n

Let\u2019s have a look at how\u00a0email marketing<\/a>\u00a0was in 99, and how it should be now:<\/strong><\/p>\n\n\n\n\n\n\n
<\/td>\n<\/strong>\u00a0Email Marketing Conduct 90\u2019s<\/strong><\/td>\nHow to do it In 2012<\/strong><\/td>\n<\/tr>\n
List Building<\/strong><\/td>\n\n
    \n
  • Opt-in permission was an approved standard but not legally mandatory in US.<\/li>\n
  • Marketers often ignored permission to build lists, and added email addresses via all possible means. (list swaps, from directories or prospect files, etc.)<\/li>\n
  • Email lists were amassed not via opt-in and majority of people on the lists didn\u2019t engage or response.<\/li>\n<\/ul>\n<\/td>\n
Examine methods for collecting email addresses:<\/p>\n
    \n
  • Totally permission-based<\/li>\n
  • Check what unique value propositions (UVP) you van offer that entices subscriber engagement?<\/li>\n
  • Placing list quality over list quantity provides better-qualified leads, more-engagement, better response rate and return on investment (ROI).<\/li>\n
  • Having large percentages of inactive\/disengaged subscribers can hamper your email deliverability and brand reputation because over a period of time inactive abandoned accounts turn into spam traps. It can even land you on blacklists.<\/li>\n
  • It\u2019s high time to start re-engagement with your inactive with a well-planned campaigns, or suppress them, and conduct regular email list clean ups to identify and remove spam traps.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
Headlines<\/strong><\/td>\n\n
    \n
  • Conventional wisdom dictated for subject lines,<\/li>\n
  • Keep them short and sweet<\/li>\n
  • Long subject lines will be truncated<\/li>\n
  • Don’t use the word\u00a0free<\/em><\/li>\n
  • None of those practices are relevant today.<\/li>\n<\/ul>\n<\/td>\n
\n
    \n
  • Agreed that long subject lines are not completely visible in email client viewers, but it has been found out by a London-based ESP, New research by Alchemy Worx, that long subject lines motivate people not only to open but click as well.<\/li>\n
  • Long subject lines indicate better relevancy, inclusion of multiple topics, many offers\/benefits and help in getting higher email response rates<\/li>\n
  • During early days of email, certain words triggered spam filters and resulted in junked campaigns.\u00a0However, words like\u00a0Free<\/em>rarely triggers content filters today and are powerful words for direct response. Your audience should know if you are giving some discount or free service; however it should be in moderation.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
Performance metrics and Analytics<\/strong><\/td>\n\n
    \n
  • Performance metrics was limited to basic analysis like number of delivered messages, opens, clicks, conversions, and unsubscribe rates.<\/li>\n
  • If revenue was greater than cost, investors were happy with the positive ROI.<\/li>\n<\/ul>\n<\/td>\n
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