Email Marketing: You’ve got subscribers, what’s next?
We’ve run into a couple instances where our clients are sitting on a large list of email addresses or are starting an email program and just want to blast everything out at once. Recently, a member of our team pointed this out to me and it was a really interesting conversion. Based on that, we thought it would be important to talk about how to get value instantly, without overwhelming yourself and your subscribers.
One step at a time.
There’s an old saying, “you need to learn to crawl before you walk”. It holds true here because before you start implementing a hundred different strategies, it’s important to find out what is working. What I mean is: start somewhere and start small.
Start with a test email, you can format it in a way you think might be the first of a Drip Marketing or CRM campaign, but, there’s no need to set up automation immediately. First, try to generate some feedback. You can do this by testing. The key is, start small and send a couple test emails to see what type of response you get.
Don’t send it to everyone!
So, speaking of starting small. If you have a list of 500 subscribers or 25,000, it doesn’t matter, sending the email to everyone can cannibalize your audience and limit your ability to test. Consider segmenting out the list if you can, and, if you can’t, just split the list out into chunks so you can do the above, test and iterate.
Generally, the biggest the list, the lower the percent of users I want to send an email to. For example, a list of 500 I would break into 25%-50% tests of 125-250 people, where as a list of 25,000 I might break out into 10% chunks. The more subscribers the more data you can extract.
An example of this that we have right now is around 20,000 subscribers that we’ve split into an email sent to 5% at first, then two 10% segments to be sent the following 1-2 weeks. From there, based on the data, we will be able to learn about how our customers are responding to the emails being sent and can adjust the program going forward.
In many cases, you won’t have to do more than a couple tests on larger lists to find what you want. The key is not generating a ton of unsubscribes, having a really low open rate, or worse, report to spam.
Figure out your benchmarks
Along with not breaking anything, you’ll be able to benchmark some data. As an example, with open rates, when sending out your first email, you can test a couple subject lines and iterate on that with a second email. Once you find a good industry acceptable or higher open rate, you can then put that line in the sand and use that as a subject line for future emails.
You can do the same with templates, content, and design by iterating through your emails and understanding the click through rate and engagement with them.
The key is, again, finding your benchmarks and iterating through them.
Once you take these basic steps into account for an existing list or a new list your starting to build on your email marketing program, you can be way more effective. Also, you’ll find yourself to be way more efficient when iterating through campaigns because testing methods will be nailed down.