|In the know...|
1) Leverage Social Media – Email is a push channel that should be used to coax the recipient back to your site, give them something special when they get there a YouTube video, Instagram photos, a cool Twitter entry or interesting blog post. In addition to the natural search benefits, these channels will help you create a foundation of communication opportunities. Just be careful not to force any of these channels, work them into your mix naturally.
2) Ask powerful Questions – Create conversation zones with your recipients, from the time they sign up to key interaction opportunities. Ask them what they think about your products/ services, but more importantly, be sure to act on the feedback.
3) Stay Current – Your audience deserves timely, relevant and concise information. Use the information from the conversation zones to produce the right message, for the recipient – purchasing a queen sized comforter from Overstock.com results in targeted queen size sheets etc. They send it on time and make sure it corresponds to recent purchases.
4) Make the Communiqué Interactive – The goal of your email is to engage the recipient, challenge them by throwing in a single-question survey or trivia point. Let the response be on a subsequent landing page where you can ask for their feedback to leverage in your next campaigns.
5) Training – Brief your team on the important email metrics; in many companies, email is a mainstream program driving revenue. The important thing is to make your company (top to bottom) understands what is possible and why email is so important.