My most recent guest blog post, as featured on Wednesday, January 4th post on Hubspot blog:
Do you remember creating your first email marketing campaign? Those emails were going to catapult your business to new levels, blow your content’s ROI through the roof, and make you an instant digital mogul in your industry.
How long did that excitement last? Are you still in the honeymoon phase, or do you find yourself staring at your email templates bored, uninspired, and unsure of where to go next?
Whichever way you feel about your email marketing, whether you’re on your first campaign or the hundredth, emails can fall flat and lose the appeal they once had for both you and your subscribers. So how do you bring the spark back into a boring email program and inject some va-va-voom into your campaigns? It’s all about approaching your email with a little creativity. Here are 6 ways to spice up your email marketing the next time your creativity (and email marketing ROI) needs a jolt.
1. Try On-the-Fly A/B Testing
For a marketer, there are few things more appealing than knowing whether your campaigns are successful while they are still in motion. In this sense, A/B testing is the sexiest email marketing feature there is! Nowadays, many email service providers (ESPs) have a feature built into their platforms that allows marketers to send and compare the performance of variables like subject line and “From” sender names to sample audiences, with the winning email getting deployed to the remainder of the audience.
2. Crowdsource Your Next Email Campaign
As hard as you try, it’s sometimes impossible to know exactly what your subscribers want, which is why your next email should flat-out ask them. Survey your customers to see what they want more of, less of, or what would make them visit your site more. Not only do prospects and customers appreciate your consideration of their opinion, but you may also be handed a brand new email campaign that your marketing department never would have thought of.
Although many ESPs have basic survey tools included, you can also collect information on your website through a customized landing page or a survey collection tool. Suggestions for what to ask might include their topic preferences for articles you produce, what sorts of deals would entice them to purchase more often, what additional products and services they’d like your company to offer, and what sorts of service updates would be helpful to hear from your company.