Email marketing is a perfect fit for small to medium businesses or organizations. It has one of the best ROIs (return on investment) when compared to other advertising channels.
Post-Covid travel spending continues to grow, and according to an Expedia, survey 68% said they are ready to “go big” on the next vacation. Travelers want to know about deals, trends, and safety and that’s why email is such an effective way to deliver that information. Why? Because 58% of people surveyed say they look at email before social media and the news.
Establishing and maintaining a solid, up-to-date email list is the critical first step to an effective email campaign. At MediaOne we help our partners do just that, develop an ongoing email list management strategy that works.
Email marketing is a permission-based advertising channel. A person must request to be on your list or give permission to be included. The question is whether it is best to use a single opt-in or double. A single opt-in can be appealing but there are good reasons to request a second confirmation. By using a second opt-in you will confirm that the request is not spam or a fake address and it also verifies that you are communicating with an engaged subscriber who really wants more information about your offerings.
When you call someone, you want them to answer the phone, right? Well, the same principle holds true for someone who joins your email list. They want you to communicate with them, so make sure you do it right away. The best practice is to set up an automated email sequence that engages the subscriber as soon as they sign up. If you wait too long, you run the risk that they may lose interest and move on or forget that they signed up to begin with.Your initial emails should be conversational and encourage the subscriber to stay interested in and engaged with your offerings. Share relevant content that is useful to the subscriber like a blog post, a video or travel guide. You want to make sure not to space them too far apart depending on how many welcome emails you have in the sequence. Send them every day or every other day if possible.
Personalized emails get opened and get more attention. They have an 11% higher open rate when compared to sending a generic message. Segmenting your list might seem like a massive undertaking but there are some simple ways to get started. Use information like interests or hobbies as a starting point. You can create and deliver compelling, personalized messages using just very basic information.
The best way to maintain an effective list is to regularly remove subscribers who are not engaged. Though it might seem counterproductive, the key to success is not how many subscribers you have on the list, it’s how many of those subscribers are active. The goal is quality not quantity. The 90-day rule works well for this. If a subscriber hasn’t opened an email in the past 90 days, send them a final email and offer the opportunity to stay on the list.
Email marketing works but is only as good as the subscriber list you are working with. MediaOne has a dedicated team of email specialists that can help you optimize your subscriber list and give your email campaigns the competitive edge.