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The new year is an ideal time to try exciting ideas and start new e -mail marketing initiatives. Of course, money is needed to do that, and approval can be more difficult than you would expect.
We collected advice from seven different veterans of the E -Mail industry in our E -Book and maximized their e -mail marketing budget. E-mail also gave his instructions on the CEO of acid John Thies how to receive a buy-in for your ideas. I have my own advice that I can share!
As someone who has dealt with the fights to get the budget permit even for the most fundamental e -mailing initiative, I have their pain.
I once worked for a global technology company and managed the E -Mail strategy worldwide, and my starting budget was exactly exactly $ 0. We had to obtain approval for all. My job was to explain what we needed to receive prices, evaluate providers that would best meet these needs and bring them to procurement for price negotiations. I couldn't develop anything until I got an inquiry by decision -makers in 36 countries in circulation to see if they were willing to put money into my budget and to cover the costs for what we needed.
This process could take six months or more. The company's financial year began in April, so I made my Slide deck for Pitching ideas in late summer/early autumn.
You don't want to appear late for the budget party – although it is probably not the most exciting party in the city. My first advice for E -Mail marketers is therefore to ensure that you understand how the budget and procurement process of your company works and what the timeline is.
Then you have to determine which e -mail marketing initiatives are worth your time and effort. If you ask yourself where you should concentrate and why, you will find five ideas here:
1. Data hygiene
The cleaner and more reliable your data and the more your different databases are, the more powerful e -mail marketing it will be. You don't have to wait for spring to clean up your subscribers. Start there.
All changes that were delivered in 2020 are now doing the perfect time to get rid of inactive e -mail addresses, especially if you work for a B2B company. Many people have lost the job or (unfortunately) the job in the past few months. There were also many companies that were forced to close their doors after the Covid 19 pandemic.
The partnership with someone who can offer “data washing services” is an intelligent step. Your ESP can offer such a service. You can also work with brands such as Kickbox, Neverbounce or Webbula to name just a few companies that help e-mail marketers with data cleaning.
In general, the ESPs for B2B brands in the base of cost-per-in-in-account contacts (CPC). If you pay for contacts that you do not need, you basically rinse money in the drain.
B2C -E -Mail -Bounces can also lead to problems. Bounces add up against your IP data record and sending domain. If you have inactive addresses in your list that have turned into a spam trap, your IP and shipment domain can receive the block -listing block list. This means that you may have to go through the pain to remove your IP or domain from these lists.
If you cannot bring your e -mails to the inbox because they have been blocked, you cannot make money your campaigns.
2. Personalization
E-mail was the go-to-marketing communication channel in 2020. We were able to quote many statistics about what happened to emails during the Covid 19 pandemic. But you have probably already noticed how much e -mail you get you these days.
Advanced E -Mail Personalization helps your brand to stand out because it offers a unique inbox experience that matches the customer journey and the purchase cycle. It also helps to build a stronger, more relevant relationship with customers and contacts.
The growing number of potential partners who offer an e -mail personalization technology include movable ink, live clicker, niftyimages and zembula.
From E -Commerce perspective, there are many ways to achieve an advantage with personalized e -mails. You have data about which customers display on your website, which products you order, when you order you and so on. Use this data to make sound decisions about what should be sent to people and when to send them.
In addition to marketing messages, personalization technology can also improve transaction messages and shipping updates with parcel tracking of e -mails.
To achieve this, you need quality data with the right fields that connect your E -Commerce platform with your marketing automation system. This often requires someone with the technical know-how so that things work. What brings us to my next suggestion …
3. Training
An priceless member of a marketing team is a data technologist or data scientist. Not every company is lucky that someone will take on this role. However, you can invest in the training of team members to work with the data in your marketing automation system.
To achieve things like automated answers or abandoned cars -E emails, you need someone who is familiar with SQL and/or speed scripts (if you use marketo). These are not simple coding languages with which you can work, but investing in the training of employees can open up new doors and lead to a stronger team.
If the training for your team is not an option, you can set a professional with experience to set up automation and data dashboards that your team can easily interpret. In addition, larger ESPs have a multiple team that contribute to this. Although the outsourcing of email marketing work is not necessarily a bad idea, investing in your team could be a better long-term strategy.
You don't have to restrict the training to developer skills. Your team can benefit from this with graphic design, texts, Split test and conversion rate or another tactics that the team makes more versatile. Get directly from the platform or search for online learning opportunities. Do everything you can support all of your e -mail marketing initiatives.
4. Project management
E -Mail marketing initiatives combine with almost all aspects of business and marketing. E -Mail is used for customer acquisition and storage, advertising and education, crisis communication and much more. Your team is responsible for keeping many balls in the air and you need something to help them keep everything clear.
Some E -Mail teams can remain organized with just one table and an online calendar. There are also some very popular and user -friendly project management solutions that make it easier to cooperate and maintain projects.
Consider tools such as Airtable, Asana, Trello and Wrike. They all essentially achieve the same thing, but they want to select the right functions for your team and the types of projects that you approach. If you are in a team that recently switched to remote work, the project management software is a must.
5. E-mail tests before use
Finally, I have to mention the value of an email standby platform such as email to acid that automates the tests and optimization before inserting and at the same time facilitates cooperation.
It's not just because I am now working here. It is because I worked somewhere that did not have a solution like e -mail on acid.
When I made daily email marketing for this global tech company, I had to manage 15 countries that sent three emails a week. When they included voice fluctuations, there were 52 e -mails a week, and there were eight different stakeholders who had to approve everything.
I would send an e -mail evidence and receive eight different answers that I had to keep while I conveyed developers. It was unnecessary to mention that it was easy for things to fall through the cracks, and that could lead to e -mail errors.
With e -mails via Team management tools from acid, send a link to your team and the stakeholders to collect feedback in one place. In addition, E -Mail developers can even make changes directly in the e -mail on the acid platform.
In this way, e -mails through acid support their investment in e -mail marketing initiatives. If you test every campaign, every e -mail, every time, take a look into the future. Precheck campaign catches mistakes before making sending. You will inform the availability functions of SPAM problems, and e -mail preview are like a crystal ball that shows you what your campaigns look like on 90 different e -mail clients and devices.
Are you looking for a little more? We have put together a special report, e -mail marketing and the next normalcy to help you create an e -mail marketing action plan. It deals with the effects of the 2020 events on marketing practices, and I offer one 10-step action plan For the use of e -mails in 2021.
Download the special report
Author: Betsy Grondy
With a decade of the E -Mail marketing experience, Betsy conveniently carried out an e -mail strategy and version for more than 36 countries (for local brands and Fortune 500 companies) from her house in North Carolina. As an e -mail via acidity -e -Mail -Mail -Manager from E -Mail, she is happy to be meta in e -mail marketing and strives for e -mail perfection in every send. If you do not exceed the borders as #emailgeek, you will find her husband with her husband for cool vintage toys and modern furniture from the middle of the century.
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
