12 Resolutions for an Email Marketer

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Email Learning Season has just begun. Over the next couple of weeks Marketing Sherpa’s email summit, the DMA’s Email Evolution Conference, and numerous other online seminars will bring together email marketers to define best practices.

Here are some key resolutions for marketers as they enhance their programs.

1. I will create transactional triggers – think about specific messages for specific transactions. Create these messages and automate the sending process. Review your results weekly.

2. I will work hard on growing my list – you need to set realistic goals and involve your team in growing your email list across all channels. Remember the transactional triggers – enable them for your non-web channels as well.

3. I will create a preference center – a real cross channel preference center that will solicit recipient preferences, update preferences based on user interaction, & keep the preference tables updated through surveys.

4. I will watch the frequency of my campaigns – so as not to startle, or numb the recipient from the excessive barrage (or the out of the blue email) of messaging. You can make this effective by tracking your open rates per consumer across multiple campaigns and not just one.

5. I will keep surveying the consumer - include a survey link in every email to solicit recipient opinion. Leverage other channels into collecting user preferences. Think hard about the questions too – don’t use the survey to score how well you are doing. Use the survey to connect with the recipient.

6. I will survey the non-buyer – reach out to people that don’t buy from you and try to get their opinion. Make them a priority – you will learn something good about your program, get an opportunity to try new things on people that don’t seem to respond, & perhaps convert someone.

Look for the other six resolutions in tomorrow’s post.