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What else can I do after I've optimized my email?
What's the next step/s I can take after optimizing my email?
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4 Answers
Donna, like Andrew I'm not sure exactly what you mean by "I've optimized my email" - but I'm going to assume that you mean you've tested subject lines, design and layout, content and copy approaches, offers and potentially even frequency/cadence and timing.
If I'm close, then some next steps might include:
- Adding more lifecycle/triggered and segmented email programs. For example, if you are an online retailer you could add a cart abandonemnt program; pull in recommendations and cross sell products to your transactional emails; add post purchase emails like review requests, post purchase surveys, birthday and purchase anniversaries, bounceback, replenishment and on and on.
Without knowing more about what you've done and what your business is, it is difficult to provide a prescription for next steps.
Donna,
When you say you have optimized your email, what do you mean by that? There are literally hundreds of ways to optimize an email and it never ends.
Andrew
Thank you both for responding- I am still trying to navigate my way through the world of email marketing. Loren pretty much hit the nail on the head. We have developed a design, layout, copy, subject lines, sign-up forms, etc. We have also done some targeting for our emails. I was hoping to get new perspectives on how to deliver more value with my email marketing? What are the next steps? What else can we/should we be doing?
Thanks again Loren for your ideas and feedback!
Donna, starting from the position you outline - and in order to deliver more value, I would suggest you start to investigate engagement & segmentation.
Across your email subscribers, they are likely to have differing levels of engagement with, and expectations from your organization - and you could look to introduce segmentation based on this.
If you do not have sufficent data to help you understand this, it is a good idea to start developing ways to achieve it.
Then you are able to either create specific content or re-purpose existing content based on your understanding of this currently - which may change as you monitor interactions over time. Bear in mind that some people will sit naturally in a number of segments so you may need to look at limiting contact frequency.
The more your content is tailored to deliver value to specific segments of your subscriber base - and meet the expectations they have of your organization (through the email channel), the better.
Creating a preference center is a great start if you feel your engagement levels are sufficient, for it to be used (and you have a broad set of content) - and then motivating your subscribers to use it will help you reap rewards.
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