We must educate

[zihadhasan010]

It's not a good idea to sell to someone who doesn't yet know your service well (let alone the concept behind it).

That's why 2016 was the year of the year for nurturing streams. We created 79 new emails to educate our base based on the materials they downloaded (long live segmentation! haha).

Ah! But "classes" for phantom students are not valid. That is why it is important that...

Clean your base
Anyone who works in digital marketing knows that building a subscriber base is difficult. That's why excluding people from your list becomes a very painful, but necessary task.

Hard bounce cases aren't that difficult, they just mess up your metrics. If someone has given you an incorrect or non-existent email address, there's not much you can do.

But cases of lack of interaction are more complicated, which nigeria phone data brings us to our next lesson:

Run re-engagement campaigns
Sometimes people sign up for your list but then lose interest or change their mind. If you don't know, keep sending messages, and only after a long time do you realize that person didn't open or click on any of your emails.

It's normal at times. In the rush of everyday life, people don't always have time to consume your content as they should.

But if this happens month after month, it's a sign that this person has lost interest and you only have two options: win them back or leave them.

As I said, excluding someone from your database is painful, so the best option is the first one. With a resend campaign, you can give your subscribers one last chance to get back to active and improve your email marketing metrics.

If they don't give you any signs of life, there's no point in crying. It's time to delete that email address.

All in all, after all these improvements, we closed 2016 with 339 email blasts, totaling approximately 4.7 million sends (a 56% reduction compared to 2015) and an improvement in metrics, with a 20.53% average open rate and 2.51% average click rate. That is, even with the problems faced mid-year, we still achieved 114 thousand clicks for our blog, website and materials.

Oh, and our newsletter is back too! The strategy was revamped and since October it became a weekly shot.

In the end, based on the company's goals and the development of these numbers, the importance of closer monitoring of the email marketing strategy became clear. And that's why they hired my help for 2017.