When all is said and done, email success comes down to 3 things; 1. send the right message 2. send to the right person 3. send at the right time.
So I hear you say… what is the right email anyway? How can an email be ‘right’? I guess the word right is a red herring here, the real word we want to use is ‘relevant’. If your email is designed to appeal to a specific subscriber group, and your offer, your wording and your imagery all are designed to talk their language and appeal to their senses… BANG, the job is done.
Next up, the right person. This again comes down to relevancy, but in order to do so, avoid ‘batching and blasting’, a phrase common with email experts, and a big no-no. My advice to you, is to select a target demographic segment and send emails more frequently, to smaller groups of people.
Last point, the right time. Timing is so important. An example of this would be to send the same email out to everyone in your list at the same time. These days, every online business is a global business, therefore chances are you will have subscribers all over the world. So ask yourself this – why are you sending an email to someone who is asleep in bed???
This post is designed to help you understand the core things that help you to achieve this, with the help of our trusty friends and Mailchimp partners.
Let’s dive in…
Send less, more often
My top tip for this would be to put less ‘stuff’ into your emails but send more frequently. People still get hung up on sending a monthly newsletter. Bin that. Focus instead on sending an email when you have something to say or promote, don’t pile your content up and send ten stories in one go, send ten emails with one story in each.
I covered this in our Mailchimp Meetup from 2019. Here are two slides that make this point.
Don’t do this.
Instead, do this.
Define Audiences & Provide Preferences
If you need the right message to go to the right person, you need to start by defining who those people are.
Take a look at who is on your list and start to build segmentation (or personas) based on what you know about them. Where did they come from? What products or services have they bought from you in the past? What emails do they open and click on the most? Once you start to define your audience, you’ll be able to better develop and target messaging that is meaningful and more likely to get results.
Now that you know who they are, don’t depend on your own knowledge as the only source for narrowing the topics of relevance. Ask the subscriber to help define what kind of content they are interested in and how often they want to hear from you by setting up preferences. (Here’s how you can do that in Mailchimp, thanks to my friend Gary for the great videos!)
Keep tabs on our audience as it grows. Regularly evaluate your personas to make sure they reflect your current audience and be sure to watch the metrics for their campaign behavior to be sure that your messaging is staying relevant.
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