1. Create Transactional Triggers – think about specific messages for specific transactions. Create these messages and automate the sending process. Review your results weekly. Automate what you can.
2. Set List Growth Goals -- you need to set goals and involve your team in growing your email list across all channels. Incent your channels to convert paper subscribers to digital. Review your numbers, successes, and lessons learned monthly.
3. Create a Preference Center – a real cross channel preference center that will solicit recipient preferences, update preferences based on user interaction, and keep the preference tables updated through surveys.
4. Watch the Frequency of Campaigns – so as not to startle, or numb the recipient from the excessive barrage (or the out of the blue email) of messaging.
5. Survey Consumers - include a survey link in every email to solicit recipient opinion. Leverage other channels into collecting user preferences. Think hard about the questions too – use the survey to connect with the recipient.
6. Survey the Non-Buyer – reach out to people that did not transact or 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, and perhaps convert someone.
8. Test your Campaigns – test each campaign before you put it out. Have three types of tests – first – a sanity test on what the campaign should do, second involve your team to see what they think will work (and let them find errors), third – test it out on a few of your recipients before you send it out to your entire list.
9. Plan your Subject Lines – these drive open rates and engagement. A good subject line can also be leveraged into Facebook, LinkedIn or Twitter. Take some time to come up with them rather than just slapping them on last minute. In fact, set a goal to solicit subject lines from your peers and narrow them down with testing.
10. Watch your Deliverability – watch delivered and blocks on every campaign. Don’t mess this up – keep your IP’s clean by keeping your customers and prospects on different IP’s.
11. Monitor your Metrics – for all your campaigns. You need to look at all your numbers across channels. Measure cross channel success - start campaigns on one channel and transfer people to another. Also, share your reports with other people in your organization.
12. Integrate Social Media into Email - Social media is an effective way to engage the consumer. Integrating social into your email will help you build relationships, increase engagement, and drive some very powerful results.
13. Become a Customer - Take a look at your campaigns as a consumer. Make a checklist of things that you like about your campaigns. Check to see if your marketing is up to par. Track your subscribe and UN-subscribe process.
Good luck with your campaigns. All you have to do is converse with your consumers. After all, marketing is all about creating interactive conversations.