It's easy to do and I'm willing to bet it has happened to you before. You get into a routine and rarely question the routine because it is working just fine. It can easily happen in your email marketing program. You stick to the same type of content because it's worked in the past and it is working now. Your open rate, click through rate and unsubscribe rate are all within the realm of normal for your email marketing program. If it ain't broke, don't fix it. Right?
WRONG! It's always important to optimize your email marketing program, including your content strategy, even when things are running smoothly.
Scene, ExactTarget's email program dedicated to exclusive event invites and offers, was humming along like a well oiled machine. After conducting my quarterly analysis on its performance, I noticed a trend and it had nothing to do with percentages. We had gotten into the routine of only promoting our upcoming webinars in Scene. Don't get me wrong, our webinars are packed with valuable information (don't trust me -- check them out for yourself) but we have other great resources I was willing to bet our subscribers want to know about.
Boy was I right. Our latest Scene promoted all the great resources our marketing department had created in the first 6 months of 2009. Once I hit send, I watched our click-through rate increase by more than 50% compared to the previous month.
Sometimes change is just what your email marketing program needs, though you'll never know unless you are willing to step out of the routine.
WRONG! It's always important to optimize your email marketing program, including your content strategy, even when things are running smoothly.
Scene, ExactTarget's email program dedicated to exclusive event invites and offers, was humming along like a well oiled machine. After conducting my quarterly analysis on its performance, I noticed a trend and it had nothing to do with percentages. We had gotten into the routine of only promoting our upcoming webinars in Scene. Don't get me wrong, our webinars are packed with valuable information (don't trust me -- check them out for yourself) but we have other great resources I was willing to bet our subscribers want to know about.
Boy was I right. Our latest Scene promoted all the great resources our marketing department had created in the first 6 months of 2009. Once I hit send, I watched our click-through rate increase by more than 50% compared to the previous month.
Sometimes change is just what your email marketing program needs, though you'll never know unless you are willing to step out of the routine.
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