In the field of email marketing, we are talking more and more about recent innovations such as trigger-based communication, individual targeting and marketing automation. For marketing and communication specialists, new technologies are opening new doors with virtually limitless opportunities to develop marketing communication.
In our day-to-day work, we realized that companies considering marketing automation still have a lot to learn about the basics of email marketing. It is important to remember that, like all other forms of marketing, newsletter communication requires careful planning, perseverance and time. The background work needs to be done carefully so that more complex functions are added on a solid basis.
It’s a good idea to link your newsletters to a third-party analytics service, allowing you to more effectively track clicks on your newsletters and see the direct benefits on the site or online store. It’s a good idea to link your newsletters to a third-party analytics service, allowing you to more effectively track clicks on your newsletters and see the direct benefits on the site or online store.
The checklist of email marketers
- A quick and easy to use tool for email marketing
According to a survey by Econsultancy, a quick and easy newsletter tool brings a better ROI (return on investment) for email marketing. This is because marketers using quick tools can focus on other, more important issues. Instead of bothering with more technology and templates, their time can be used to segment, plan, test, and analyze.
- Templates tested and approved
Has your newsletter template been tested on the most common email clients and mobile devices? Does your technical execution take into account customers using mobile devices?
Do your newsletters repeat the same thing or is their content constantly updated? Does your newsletter offer interesting and thematic content for the subscriber?
Are your subscribers actively attracted, for example by using a subscription form built into your site, via various events, on your social networks, or with the help of CRM integrations? Is the list of subscribers up to date and regularly updated?
Is the content targeted? Are your subscribers divided into different segments? Are these segments used for better targeting?
- Analysis within and beyond the email marketing tool
Is the success of your newsletter actively monitored thanks to the reports? It’s a good idea to link your newsletters to a third-party analytics service, allowing you to more effectively track clicks on your newsletters and see the direct benefits on the site or online store.
Have you considered using the rest of the digital marketing continuum? A good newsletter alone is not enough, the online service must also be refined. Redirection pages optimized and tested regularly are often used to support newsletters. Seamless integration tools help create and manage the digital marketing continuum by bringing different parts of digital communication together.