Re-thinking Your Email Marketing Tactics

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Is your email marketing campaign going stale? As an email marketer, you are attuned to the signs, and this time you can almost feel it. Your email list is taking a beating, and the people in that list are dropping like flies.

First, from the unforgiving spam filters, then to long-dormant accounts often coming from free email services like Yahoo! and Google. And then, there are those subscribers who have genuinely become dispirited and won’t even open your e-mails anymore. The first you cannot control, but the second - often known as list fatigue - you can still do something about.

Signs of List Fatigue

To fight list fatigue, you need to understand what causes it. Here are a few possible reasons:

1. Too much advertisement. Recipients are often dismayed by the blatant promotional campaigns. If a deluge of product marketing emails is all that subscribers receive, they will most often tune out and send your messages to the deleted or spam folder.

2. Going overboard with sending frequency. It really tests the subscribers’ patience if you email them frequently, and worse, with the same topic or content again and again. It gets monotonous, and clutters their mailboxes. Result? Be tagged as spam, or left unopened.

3. Ho-hum content. Subscribers are often turned off by the email marketing campaign that carries the same message over and over. If your message looks like it was copied-and-pasted from the previous one, your emails drop in status in the eyes of recipients, to be potentially labeled “junk mail.”

There are countless other reasons why campaigns fall to list fatigue, and knowing the causes help in determining the mode of intervention to perk up the campaign.

Revitalize Your Email Marketing Campaign

Given time and budgetary constraints, how does one go about re-capturing the interest of inactive subscribers? Some recommendations are below:

1. Produce refreshing and engaging content. It maybe the same message: buy our product. But it need not be said in one and one way only. Try various ways to send out the message. Useful information, with a brief and tasteful reference to your product, is one effective act of email marketing.

2. Study your subscribers. Try to get a handle on the likes and dislikes of your recipients, and customize your email marketing strategy based on this. Often, there is a segmentation or trend in the subscribers’ list, and you will only know this if you take the time to analyze.

3. Pull out all the stops in luring subscribers in. An effective reactivation program may include a combination of offers and incentives to encourage users to re-engage. Together with fresh content, calibrated sending frequency, and changed email layouts and formats, there is a big chance that inactive subscribers will warm up and go back to the fold again.

4. Grow the list continually. List fatigue is unavoidable, which means you will always lose people and may not be able to bring them back. Don’t get stuck and instead, replenish the list with new subscribers regularly.

Article Source: http://depositarticles.com/

Debbie A. Everson is the CEO of SearchMar.com, experienced SEO Consultants and Search Engine Optimization Agency to over 2,000 small businesses. Learn about search engine marketing, paid search advertising, social media, and email marketing. Read my SEO Blog for hints and tips. Follow me on Twitter @searchmar. Call 1.866.885.6263 to speak to one of our SEO Consultants and receive your free consultation.

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