Do you want to boost your email marketing program’s effectiveness? Carly Wirkus, manager of marketing automation at Jamf, notes that her team meets with the company’s global team each month to discuss what is and isn’t working.
Wirkus suggested several methods for eliciting feedback and data in order to improve email marketing campaigns.
- Review your results on a regular basis
- Do not exist in a vacuum
- Bring email into the real world
- Solicit assistance from other departments
1. Review your results on a regular basis
Conduct tests on a regular basis and schedule time each month to review and record your findings to ensure they are statistically significant and supportive of your initiatives. “Even if you are a one-person team,” she advises, “allocate time to review your A/B tests.”
2. Do not exist in a vacuum
Break free from your bubble. Do you communicate your findings to your content team? How are your website, user experience, advertising, and customer success teams doing? If one of your email marketing campaigns has been a huge success, everyone will want to know about it. “Whatever works for marketing may work for outreach,” Wirkus explains. “Your success can serve as a catalyst for results across all channels.”
3. Bring email into the real world
Do you host conferences or user events at your organization? Inquire about attendees’ perceptions of your company’s email marketing communications. Are they receptive to your message? Why not, if the answer is no? “It’s wonderful to hear from real people,” she says. Face-to-face and real-time research are critical components of your program.”
4. Solicit assistance from other departments
If you work for a large organization and have access to resources such as a UX team that conducts live research on a regular basis, see if your UX team can incorporate questions about your email templates into their efforts. Other departments, such as customer success and product management, speak with customers on a regular basis, so don’t be afraid to ask them if their emails are being opened.