Even though social media has taken the world by storm and advancements in communications technology have permitted the development of platforms such as texting, VoIP, video chatting and more, email remains a firm favorite for both personal and business communications. It is easily the most popular communications platform; there is hardly anyone who does not have an email address today. Digital marketers too love email because it is one of the simplest to manage; the setup is easy and costs so cheap that it has the highest ROI of all communication platforms; up to 400% going by some estimates.
Even with all its advantages, email does have its own share of problems as all digital marketers will confirm. Fortunately, there are also many ways to work around them. Some insights:
Common Email Marketing Concerns
New idea generation
For a marketing campaign to run consistently you need to keep on conceptualizing new ideas so that you can keep your target audiences engaged and interested. These could be new and useful information, sales discounts or freebies, the announcement of new products and services, the launch of a new retail outlet to name just a few of the many possibilities. However, doing this continuously and regularly for months and years can be pretty exhausting.
Getting on top of technology
To engage in a successful email marketing campaign, you need to use a technology platform that can design and transmit the emails to the segmented groups of recipients. The management of the technology platform can be quite complex depending on the size of the database, the number of segmented groups, the desired personalization, the triggers that will activate the email transmission, etc.
At the end of the day, every activity needs to have its justification and it is no less for email marketing. When you engage in an email campaign you have to be able to measure the results so that you can find out if the activity has been effective and the return on investment worth the while. It is based on this evaluation that you will decide to make the required modifications, alter path or drop the campaign altogether.
Solutions to Email Marketing Issues
Ensure the right integrations
Before you deploy an email platform to manage and transmit your email messages you should make sure that the technology will permit integration with the other apps that you would like to use, and also identify the apps that are necessary for you to conduct a successful email marketing campaign. For example, MailChimp is one of the leading technology platforms for email campaign management because it can be very easily integrated with a large number of third-party applications. If you want your email campaign to run without a hiccup then you would need to know how to integrate all the necessary apps so that they work in harmony. It is best to learn how to manage this technology before you make serious investments so that you are spared of encountering pain during the campaign execution. If you do not want to undertake the hassle of managing email marketing campaigns by yourself you can entrust the job to a professional marketer like InternetMarketingCompanies.com.
Make a schedule for new idea generation
While it may appear to be counterintuitive, among the most effective ways of consistently generating new ideas is to make it a part of your routine. On a daily basis, you should undertake a systematic information gathering process on what is happening inside your company and in its marketing environment, including competitor activity. Using the perspectives that you have gathered you should brainstorm with others in the company to distil the best ideas for implementation. The worst thing you can do is to come to the end of one marketing campaign and not have any idea what to do next because then invariably the next one will be delayed. In the ideal scenario, you should have the campaign calendar worked out for the year yet retain enough flexibility to be able to react to changes in the environment.
Make use of data visualization
Rather than trying to make sense of enormous amounts of data arranged in never-ending tables, try arranging it in the form of visuals like piecharts and bar graphs. Arranging data visually lets you look at the overall picture instead of getting bogged down in the details. Looking at visual representations of the data you can come up with ideas on how to react to the situation far more quickly and effectively than just by crunching numbers and making mathematical projections.
Get feedback on a continuous basis
It is best to put in place a system that lets you collect feedback on a continuous basis and from a variety of sources. It is not only necessary to get a feel of what your customers are thinking but also take into account your marketing team, supervisors, and even vendors and suppliers who may have different views and perspectives on the email communication and how it is structured and transmitted. Even though it is not necessary for you to heed all the advice that you receive, at least you will have all the information that is required for you to take sensible decisions, and accordingly,guide the development of your email marketing strategy for enduring success.
Get a good team in place
Despite the ease of managing an email technology platform it can be very difficult to implement an email marketing campaign all by yourself. There are various aspects right from fleshing out the content to the graphic designing of the newsletter to segmenting the target audience and staying ahead of the technology curve that require the presence of a small but well-coordinated team to ensure the email campaign ID conducted effectively and consistently. Be sure to pick a young and enthusiastic team who are as passionate about the business and marketing as you. Engage in continuous brainstorming with your team and encourage each member to think independently.
Track your competition
Some of the best lessons can be learned from what the competition is doing as far as email marketing is concerned. Sign up for as many newsletter subscriptions as possible of your competitors so that you are automatically in the know of what and how they are marketing themselves. Monitoring competition can help you to keep up with their tactics as well as provide invaluable tips on differentiating yourself from them.
Armed with these simple solutions to common email marketing pain points, you will be able to make your email marketing campaign work far more smoothly and productively. With a rise in the ROI, the extra effort will seem all the more worthwhile.
Author bio: David Wicks is a senior email marketing consultant working at InternetMarketingCompanies.com, a leading provider of digital marketing services for the dental and legal communities.