Part of email marketing software success involves a diligent effort at making sure
your contacts are still actively viewing your messages. Without a properly maintained
contact list your email marketing software experiences will not be as successful as
they should be. Here are four ways to help reel
Email marketing software success hinges on the quality of you contact list. However,
based on the email marketing software industry, your contacts will begin to drop off
approximately three months after they initially opted in to your emails. I’ve
mentioned in previous articles that a drop off should be expected, but there are ways
to ensure that this drop off is greatly reduced, therefore making certain that the
volume of your quality contacts is much greater. Here are four strategies to help you
accomplish this using email marketing software.
“Preferred Customer” Offers:
As a retailer, using incentives can attract subscribers to continue their interest in
your emails and services. Providing a simple promotion or discount for subscribers
that haven’t opened recently can reactivate a dormant user. In addition, you can send
these kinds of offers to in-active users so that they update their contact information
and preferences etc. This will help gather information on their continuing needs as a
customer, as well as give you current contact information.
Send Out a Questionnaire:
The best way to discover why a customer hasn’t been opening your emails is to ask
them. Using email marketing software you can create a survey (that is quick and easy
to fill out) so that in-actives can provide you with feedback. This is valuable
information on things to avoid, but more importantly will tell you EXACTLY what
particular users need from you so that you maintain them as active contacts. The
survey will have questions relevant to your services, but be sure to also include
things like a “preferred kind of message” section, or “best time to contact by email”
section and of course a “comments and suggestions” section.
Take a Closer Look at Your Contacts:
Often times you’ll notice that there are chunks of subscribers not responding to your
emails, that all have similarities. Through these similarities you might be able to
determine how to get through to those groups. You might find there is a section of
your subscribers that are all in a particular demographic that you haven’t been
targeting in your email marketing software campaigns: young men, older women, single
parents, or people in a different time zone, etc. By taking a closer look at your
contacts you might get a lightning bolt idea as to why they have not previously
responded and can easily remedy it so that your email marketing software yields even
Testing/Mix Things Up a Little:
There is no harm in spending a little time testing-out different ways of sending to
determine if it can attract a few more in-actives to the “good side”.
If you’ve always sent out email on the same day or time of day, try a few varied
distribution times; see if it produces a different response. You can also change how
often you’re sending your emails. If you’re accustomed to sending once a month, you
may want to try sending twice a month, or once every two months.
Also, try creating different content. In your analysis of you contacts if you’ve
noticed a trend among in-actives, consider packaging the content differently for this
group. You can also mess around with the format of your email marketing software
campaigns. Start testing the differences between text versions vs. more dynamic
Another important factor is you subject line. Sometimes all it takes to attract a
subscriber back to the active list is changing the subject line. A subscriber might
not open the email because the subject line is the same or similar to previous
messages sent. For these subscribers the assumption is that if the subject line is the
same or similar, so is the content. Testing out different methods of sending out
will also give you valuable information on what their wants and needs are.
Successful email marketing software users are spending time on the maintenance of
their contact lists; it’s time to take full advantage of your email marketing software
service by making that extra effort to ensure your contacts are still interested.