ave you already included email marketing in your marketing strategy? Or are you (still) not sure where to start? We would like to give you a few tips on how to start the year (or any time!) well with your email marketing.
Analyze your results
Start at the beginning. What exactly did you learn about your current strategy last year? Analyzing your data is extremely important to create a starting point for the coming year. For example, did you attract many new customers? How many customers placed a repeat order? All of this data is important to know what exactly you should focus on for the coming year. Does this still sound too abstract to you? Then follow the step-by-step plan below for a complete analysis of your email marketing.
Step 1. Analyze your database
Give yourself an insight into your database. How many email addresses did you have at the beginning of this year and how many will you have at the end of this year? What percentage did you ultimately grow? Also look carefully at where this growth comes from. Is this your current website via an opt-in? Or perhaps from a pop-up, landing page or social campaign. A growth of your database is nice, but it does not always say anything. It says something about the growth of your customer base, but not so much about your engagement with your customers. Therefore, analyze not only the growth, but also what percentage of your customer base has actually converted this year. Has this also grown? Then you can be proud of yourself.
Step 2. Analyze your regular newsletters
What is often forgotten by many marketers is the regular newsletter . Do you send a newsletter to your entire database every week or every two weeks? Then check carefully what the open, click and conversion ratio has been. Did it make sense to send out this newsletter continuously? Or should you perhaps adjust the frequency? More is not always better. Think carefully about what exactly your customer wants to see in the newsletter and what contributes to that. For example, think of a nice contest, discount code or important news.
Database growth to 2023 source: Thapana_Studio // Shutterstock
Step 3. Analyze your targeted newsletters
In addition to your regular newsletters, you may poland email list 2.3 million contact leads also send targeted newsletters. Targeted newsletters are newsletters that you send to a more specific target group. Think of:
Fans of a particular brand that you have a sale with
All customers who bought Sinterklaas gifts last year
All customers interested in a specific brand
This marketing strategy is often used: you segment reach generation z with social selling: 5 focus points your target group until there is a group left that specifically expects an offer from brand X or Y. Your newsletter fits this target group very well and the conversion will probably be higher than a regular newsletter. Analyse the data on the different ao lists target groups well. Perhaps you still have data from these segments from previous years? Then it is not a bad idea to compare it all.
Step 4. Analyze your automations
In your email marketing you will most certainly have automations turned on. Automations we are talking about are for example automatic flows:
For all abandoned shopping carts
With a thank you for a new newsletter subscriber
With a birthday present on your customer’s birthday
With a thank you for your customer’s order
There are a number of automations to think of. We have noted the most well-known ones above, but in practice we see many more beautiful flows passing by. Incidentally, it is not only important to look at open, click and conversion ratio, but also at the number of unsubscribes. The number of unsubscribes says something about your frequency or the content of your e-mail.
Step 5. Bundle all your data in a sheet
Do you have your data available for every branch of email marketing? Then it is nice to have this in a single overview.