Be Consistent
Another way to increase the relevancy of an email campaign is to send information on a regular basis. It is important to set expectations up front by telling customers how many emails they will receive within a certain time frame, and it is even more important to adhere to that schedule. Sending out important information on a regular basis will make the information appear much more relevant and valid to customers than if the emails are sent randomly.
Many email marketers have difficulty determining the correct schedule for sending email campaigns. A weekly email might seem like a good idea at first as it gives marketers a way to increase the visibility of their brands. And while this might work for the first few weeks, it is challenging to come up with new and interesting information to send out at such an aggressive rate. At the same time, scheduling monthly emails will ensure that the information is fresh and new, but it might not be enough to hold the attention of the customers.
Before marketers determine the schedule, they must look closely at many different factors, and the calendar should not be one of them. Marketers should not make the decision to send email campaigns based on days or weeks or months. Marketers should make the decision based on their customer’s preferences, upcoming events, inventory levels, and other unique factors of their individualized business.
After marketers determine what information to send, the segmented database can help them determine the correct delivery schedule. Some customers might want a detailed email sent to them weekly while others may want a quarterly update. Knowing the customer preferences will really help the marketer deliver relevant information to the right customer at the right time.
However, it’s not enough just to send email campaigns out on a consistent basis. Marketers must also be consistent with the branding and overall design of the email campaign in order to increase the relevancy of email communications. Having a similar look and feel to every correspondence builds the brand and identity of the corporation to the subscribers, and this is especially important to small to mid-size companies and start ups.
Many email marketing solutions, like Listrak, offer template design features that allow email templates to be created once, saved, and reused as needed. This function saves the marketer a lot of time and hassle when designing campaigns, and it ensures that the look and branding remain at the center of each and every campaign.