Setting Up Your Email Campaigns for 2019 Success

Katelyn Merendino, Customer Marketing Associate

Katelyn Merendino, Customer Marketing Associate

Author Bio

Customer Marketing Associate

Whether you’re aiming for an ambitious career goal or vowing to eat more vegetables, the new year means new opportunities to better ourselves — and the same holds true for your email campaigns.

Here are five resolutions to set your email campaigns up for success.

1. Clean up your lists

January is the perfect time to step up your list hygiene. Segmenting your unengaged contacts is key to improving deliverability.

Review your open rates and identify contacts who haven’t opened your last 20+ sends. The length of time they’ve been away will determine your next steps. Has it been 90 days or less? Run them through a reengagement campaign, making sure to scale back your normal email cadence. On the other hand, if they’ve gone two years with no opens, it’s time to unsubscribe them for good.

2. Review your automated marketing campaigns

Automated campaigns like abandoned cart emails, browse abandonment emails, and post-purchase series are easy to “set and forget.” However, even your best-performing campaigns have a shelf life — typically around 12 to 18 months.

The new year is a great opportunity to assess these campaigns and run through a checklist of the basics. Are your email templates mobile-optimized? Could the subject lines or cadence of your emails improve? Have you personalized your content wherever possible? Your campaigns may just need a refresh to start generating results.

3. Test new optimization strategies

Just like your own resolutions, small changes to your email messages often have the biggest impact. Plan to A/B test at least one form of optimization — this may include the subject line, send time, content, or personalization. Depending on the campaign’s goals, focus on one metric to track, such as:

  • Open Rate
  • Click Rate
  • Conversion Rate
  • Average Order Value
  • Total Revenue

4. Personalize your email messages

Batch-and-blast emails decrease engagement and can seem spammy — it’s time to leave them in 2018. Try one of these personalization tactics to drive higher open rates, click rates, and conversions:

  • Contact Info – Include the contact’s first name in the subject line and/or content, feature categories they’ve opted into, or create dynamic content based on gender preference.
  • Segmentation – Sendemails to segments based on subscriber email preferences, show the closest store location based on zip code proximity, or create a VIP segment to send unique offers and promos.
  • Product Recommendations – Display new arrivals, bestsellers, or recently discounted items for a category the contact has expressed interest in.

5. Grow your subscriber base

No matter how well your campaigns perform, all lists have churn. The best way to combat churn is list growth, and pop-ups are the most effective tool to increase your subscribers. To reap their benefits, update them every three to six months (depending on the seasonality of your product) and consider A/B-testing your content or CTA.

Once you’re attracting repeat customers, are you identifying and rewarding your best customers? Loyalty campaigns, rewards programs, and post-purchase series that give an incentive to buy again grow your customer lifetime value (total orders/revenue).

Now you’re ready to take on 2019

As you gear up for a new year of email marketing, these tips will help you accomplish all of your 2019 goals. For more on how to set your campaigns up for success this year, check out our latest webinar.

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