In an age of constantly-changing technology, it is critical that businesses are prepared to adapt in order to stay competitive. More than just keeping a healthy bottom line, the ability to evolve can mean the difference between continued success and closing up shop.
One of the most famous examples of this is the “double pivot” achieved by Netflix. The company had originally started as a movies-by-mail company, sharing paper sleeves of DVDs with consumers who wanted to skip brick-and-mortar rental shops (and their notorious late fees). With the dawn of the digital age, though, Netflix pivoted to streaming services and delivered digital movies right into the homes of cinephiles. Netflix would pivot again and start creating their own feature and TV content some years later when the company realised its lack of original programming put it at a disadvantage.
The lesson from Netflix is that there is never a bad time to take an intensive look at your business and implement necessary changes. One segment of your marketing strategy that is always worth examining is email marketing. Whether you are just getting started with an email marketing plan or have been utilising it for a long time, the right kind of email marketing software can help you evolve and stay relevant.
Forge Stronger Connections
The power of email marketing is undeniable, especially when it comes to your marketing ROI. According to Campaign Monitor, for every £1 spent on email marketing you can expect a £44 return on investment. Part of what makes emails so effective is that they allow you to communicate directly with a receptive audience. It’s the personal touch of getting your message into a person’s inbox that makes a difference.
Email marketing software gives you the ability to create even stronger one-on-one connections with your target audience. With audience segmentation, you can divide your subscribers into different groups so that they get content that more tailored to their needs. Instead of sending one email out to all your subscribers, you’ll be able to craft readers according to age groups, buyer habits, or geographic location.
Considering that subject lines are one of the most important factors in achieving a high open rate, it is especially wise to use segmentation to customise your subject lines to specific groups within your email list. Doing so will lead to a deeper connection between your brand and your top consumers.
Optimise Campaigns
You can further evolve your email marketing strategy by taking a renewed approach to how you evaluate your campaigns. Build better emails by using a sophisticated drag-and-drop template that lets you easily build emails to fit your business. When you have flexibility in your email design, you can quickly adapt to changing market trends and put together sharp-looking campaigns in a moment’s notice.
Additionally, you can use your email marketing software to test different messages and see what’s working best. By taking a close look at your past open rates, you can make adjustments to your latest message so it has the maximum impact. All this will allow you to create email campaigns that perform better and deliver a bigger ROI.
Make Data-Driven Decisions
Ultimately, if you want to have agility in your business and be ready to adapt when circumstances change, you need to be as well-informed as possible. For the task of acquiring volumes of valuable information, there is no better source than campaign analytics from your email marketing software.
Not only will utilising campaign analytics allow you to have all your campaign data in one space, but it makes it easier to understand the importance of that data thanks to automatic reporting and customisable dashboards. An easy-to-navigate user interface becomes especially significant when you need fast access to the most relevant data and reports. With an uncomplicated view of how your past campaigns have performed and granular insights into your open and click-through rates, you’ll be able to execute precise adjustments that can make a big difference.
No matter how you utilise your email marketing software, there’s little doubt that it can be a valuable tool for optimizing your campaigns and making plans for the future. Staying connected to your subscribers and aware of market trends will allow you to pivot when needed like Netflix and avoid ending up in the dustbin of history, like a certain beloved blue-and-yellow video rental chain.
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