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Righting the Ship: Getting a Sinking Email Campaign Back on Track

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By now, you know without a doubt that email marketing is the biggest player in the world of digital brand awareness. More consumers are connecting with organizations in the inbox than ever before, and this trend shows no signs of slowing down. However, this process is far from infallible. To ensure that you get back on track for success in the event of an email marketing stumble, let’s talk about some of the best ways to revamp and reinvigorate your inbox campaign.

Put Your Tools to Good Use

Considering that email marketing is all about making the most out of modern technology, it makes sense to start this conversation off with a look at your digital tools and how best to put these assets to good use. As Jason McDonald of LinkedIn points out, there’s plenty of options to consider as you refine and optimize this content. From free subject line testers to HTML previewers that ensure your coding comes out clean and flaw-free, presenting a technically sound and attractive email shouldn’t be relegated to the territory of guesswork and uncertainty.

Get Personal

Outside of keeping your digital tools and practices in top shape, Business 2 Community’s Amanda Clark suggests getting personal with your audience. For some brands, this means personalizing content and leveraging the power held within your consumer data to make the email marketing experience more intimate and unique. If you don’t have this data to help guide your decision-making process, then now is as good a time as any to start surveying members of your list and utilizing other sources of “Big Data” and viewer information.

Free Stuff Makes a Difference

Perhaps the most powerful way to get back on track with your email marketing campaign is by giving away free stuff. Yes, on paper adding more costs to a failing endeavor seems like bad business. However, analyzing the situation from a more grounded and industry-relevant perspective proves just how wrong this initial assumption is when it comes to the inbox.

As Clark goes on to explain, few methods offer up as much potential for goodwill and immediate impact as a giveaway. Even if it’s something as simple as a coupon or test product, letting these customers and contact list members know that there’s something tangible and worthwhile waiting for them should they participate in this outreach initiative goes a long way toward restoring the impact of your campaign.

Re-Evaluate Your Timing

Another area that could be tanking your inbox operations comes in the form of poor message timing and frequency. Specifically, Direct Marketing News’ Andrew Corselli points out that even the best content around doesn’t stand much of a chance if you’re unable to get it out in front of viewers when they’re most likely to open the email.

Because of this reality, ensuring you always test new timing strategies and avoid resting on your laurels is not just recommended, it’s virtually essential. Sometimes making a switch based on shifting consumer needs and trends is a tough pill to swallow. However, when compared to the alternative – a failed email campaign – it’s easy to see that making the switch is well worth the effort.

Try a New Template or Email Approach

In some cases, it might be time to take your actual content back to the drawing board in order to get things back on track. According to Search Engine Journal’s Alex Bashinsky, one of the best ways to go about this is by trying out a new template or basic structure for your content.

Change for the sake of change obviously doesn’t make much sense, but just like testing out your timing and frequency, sometimes consistently exploring new territory can help uncover a theme or style that resonates more closely with your audience. Even if it’s something as simple as a new template for your base message, switching things up can go a long way toward catching the attention of your viewers.

Check the Quality of Your Contact List

Finally, take some time to guarantee that there’s actually someone waiting for your content on the other side of the screen. Far too often, brands that purchase or fail to maintain accurate contact lists end up firing off emails to dead end or incorrect addresses. Even if you’re not an email marketing expert, it doesn’t take much to see that either of these scenarios are literally “no-win” situations.

Thankfully, if you stay on top of monitoring and maintaining your contact list – as well as putting to good use the rest of what you’ve learned here, then there’s no reason why your future campaigns can’t end up standing as shining examples of the true power held within this practice.

About Victor Green

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