Article

3 ways to optimize your email program this Spring

Trendline Interactive

Trendline Interactive

3 minute read

Spring is in the air! The perfect time to take a look at your email program and get a better understanding of what’s working, what’s not working, and where you might need some support. 

Spring cleaning at work can provide an opportunity to practice being more mindful of the tasks you’re doing, promote a more positive attitude and help establish a clear mindset – and quite possibly, avert those feelings of languish so many are experiencing these days. 

For marketers that manage a sophisticated email program, there can be so many different ways to optimize its performance – just thinking about it can take time that you probably don’t have. We have compiled 3 steps email program owners can take to capture some of the stress-relieving benefits of spring cleaning at work. 

Get in the inbox

What is more distressing than sending a message and not knowing if it is even being delivered to it’s intended recipients? Even more stressful is actually knowing your deliverability rate can be a challenge, and is often confused with delivery rate

Reaching the inbox is crucial in this market. Particularly because your competitors are going to be talking to your clients there.  Increasing overall deliverability–and therefore increasing mailbox clutter for users– has made creating an effective email strategy more difficult, but the challenges faced by marketers are not insurmountable. In fact, top-performing email marketers are actively monitoring and managing these threats to their programs and are seeing great results.

While your deliverability might be okay today, a few mis-steps could put you in the red zone. That’s why we have compiled a few tips that will greatly increase your chances of getting into your subscribers’ inboxes – and staying there!

Streamline your email program process 

Does developing and sending a new message to your audience just take too much effort? Do you even know how many steps it takes to get an email deployed? A quick and effective way to reduce stress from your process is to document it. But you shouldn’t just document your processes for the sake of documenting – do it because without fail it will always help to identify some inefficiencies. 

Process mapping is a standard business practice that does pretty much what the name implies: it maps all of the steps in a process from beginning to end, using a visualization that can reveal strengths, weaknesses and opportunities within that process.

You can’t optimize what you don’t know or can’t see; the boxes-and-arrows visualization will show you how your email process moves from conception to production to, finally, analysis.  

Ultimately what you are hoping to achieve at this stage of your Spring clean-up is to develop an actionable strategy to streamline operations and uncover process efficiencies.

Assess and prioritize the messages

You are probably feeling better already! If you have implemented  the above two steps you are going to notice some new capacity and time to dive into the projects that you have always wanted to do but can never get to it – the opportunity to optimize your messaging. 

Gather up all the email messages you send, including newsletter, promotional, and transactional messages; segmented and targeted emails; triggered sequences; one-off emails; and the like. Then, organize them against your purchase funnel. Once you have a full inventory, you can review and score your messages against a variety of  factors listed in our ‘How to run a successful email content audit’ piece.

This step will help you identify which messages you need to update, rewrite, or remove. It will also help to reveal gaps and missed opportunities to engage with your audience. You might be missing a message template or even a content plan. 

Bonus step: Testing

We lied, there is a fourth and critical component to finishing up your Spring cleaning project – testing! World-class email programs are not built overnight, but instead they require a commitment to constant innovation by experimenting, learning  and adjusting. Testing ensures that you are taking a data-led approach to optimization; the fastest route to increased engagement and conversions. Think of it as an assurance that your Spring cleaning project was successful.

Make your email program thrive this year

Spring is the perfect time to take action on your email program.  By taking action on these 3 (okay 4) recommended steps to move your email program forward, you will optimize its overall performance.  An optimized and efficient email program will reward you in kind by continuing to unlock the incredible ROI that effective email programs can yield (a potential 42:1 ROI).

Making the time to assess your deliverability, document your processes, and optimize your messaging will give you a sense of satisfaction and clarity of focus to set your sights on other key priorities.  With the new found confidence that comes from knowing you are getting the most out of your email program, you will notice a recognizable shift  for both you and your email program – from languishing to thriving.

Need support to make this happen?  Talk to Trendline today.

Trendline Interactive

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About the Author(s)

Trendline Interactive

Built from email marketing, Trendline Interactive is an agency and consultancy that inspires brands to create meaningful engagement through cross-channel communications. Our passion is that every single message sent is not only meaningful to the audience, but drives success for our clients.

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