The three biggest limiting factors for your email marketing are:
All of this can be avoided by using simple testing: either by adapting as you go along, or better still by running in-email A/B optimisation.
What this means is that you can send a proportion of a list one email (normally half) and then the rest of the list a variation on that email and then compare the performance: open rate, click throughs, orders and any other metric you’d like to value.
Then, based on previous performance, you develop your next email to perform at least as well as the best of your two test emailshots with further optimisation and testing.
So, let’s do our own A, B, C test…
They send an emailshot to a house list 12 times a year, and perhaps review their look and feel every 1-2 years.
For every send, they will experience attrition in performance of around 2% (a conservative estimate) a recipients get more familar, and bored, with their emails. At the end of the year their performance will be: 100 * (0.98)12 = 78%
Let’s say you employ a monkey to test for you. They have no marketing knowledge to understand whether changes made will work better or worse than your current newsletter. All they can do is make small changes to the email, perform A/B testing and optimise the next email based on what the stats tell them.
On average their difference in performance is 4%, so the first newsletter performance is likely to be no different than without testing. But, on the second newsletter, they are able to carry forward the better performing one. So their NET performance improvement is 2% as they take forward the learning to your newsletter. At the end of the year, their performance will be: 100 * (1.02)11 = 124%
If you took this issue seriously and decided to use an email optimisation specialist. Every time they developed an email and testing campaign for you, they would test subject lines, images, layout, background, button colours, copy and messages.
Most of the time, their recommendations and improvements would exceed 10% performance improvement, although occasionally it may flatline or even decrease slightly, it would be reasonable to suggest that they could sustain about a 4% upwards trend month on month for the first year. At the end of year one, the performance would be: 100 * (1.04)12 = 160%
So, what can we learn from this simple illustration? Here are our top tips:
Optimising emails isn’t hard, even a monkey could do it, and you should too!
Driving traffic with no clear understanding of revenues or profitability
Intent led, tracked and accounted for profitable marketing spend
An unsteady flow of low-quality enquiries yielding little business
Motivated enquiries, in the buying cycle, who fit your ideal target market
Business critical tasks relying on staff time, subject to user error
Make processes more efficient, thorough, predictable and measurable
I spend most of my development budget fixing errors and bugs
Fast and reliable cash-generative e-commerce and lead generation websites
My organic traffic is not translating to the bottom line
Rankings with purpose, targeting your converting keywords
Dated branding which doesn’t match the quality of your business
Modern, digital, flexible brand, guidelines, messaging and identity
Low resolution homebrew quality with little impact
Short, sharp videos designed specifically for the right media channel
Marketing visuals that fail to engage your audiences
Smart, precise imagery demonstrating design with purpose
Lack of regular contact with previous customers and clients
A clearly segmented customer base with fine-tuned strategies for repeat business
I have analytics, but it doesn’t help with our decision-making
A connected analytics layer providing confidence in tactical and strategic marketing work
Vaguely written aggregated words with little meaning
Refined, considered and targeted persuasive copy with calls to action
Finding it a challenge to come up with quality ideas and engagement
Well-considered, precise, relatable and polished content
Occasional ad-hoc generic email communications
Focused varied marketing content, adapted to suit customer profiles
A store where most of your budget fixing bugs and maintaining
A store where the stock, turnover, margins and yield dwarfs the marketing spend
Leads and customers are mainly in spreadsheets and inboxes
Win and retain more business by selecting the right CRM and systems