At Email Growth Society, when we really look at the numbers, it takes so much work to get non-purchasers to convert. The bulk of the revenue comes from customers. So why don’t we focus on customer retention more?
I have had to address this topic over and over again for the last 4 years. Why? Because year over year companies continue to face the same 5 email marketing challenges. Now 4 years later I am back at it again, hoping to address these common challenges that are yet to be solved for a majority of companies.
As email marketers, we recently watched our Performance Marketing counterparts prepare and adjust for when Apple deployed their iOS 14 update, which allowed users to opt-out of being tracked. Navigating this was challenging, no doubt. And now it’s time to prepare for iOS 15 where Apple is cracking down on data privacy, and email marketing could be greatly affected.
This month our testing tip is all about increasing open rates. As you know, we need to think of our email as a series of micro conversions that are dependent on one another to reach our goal.
We need an open to get a click. That will never change. So…you must periodically test to optimize open rates.
So your campaign failed – now what? God news for you – an email campaign that didn’t stack up the way that you planned isn’t the end of the world. With the right strategic approach, you can bounce back from a failed email campaign and keep your positive momentum going (and learn – learnings are always a WIN).
