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We are continuing our series on spring cleaning your marketing efforts. Last week we covered how to spring clean your website, this week we are covering email marketing. 

Specifically we are examining how “cleaning” your email marketing can help your overall marketing efforts. We at Beacon Marketing strongly believe in a multi-channel approach when it comes to promoting your business. However if you forced us to choose just one marketing channel to promote our business, forced us to settle on just one way to interact with our audience, we would most likely choose email marketing

The following stats help you understand why:

  • In 2019, global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023 (Statista, 2020).
  • For every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019).
  • The average open rate for a welcome email is 82% (GetResponse, 2017).

It can be argued that email marketing remains the most versatile and resilient form of digital marketing. This is why it is important to keep your email marketing efforts organized. 

Let’s examine how doing so will improve how you promote yourself and your business.

Emails Go To The Intended Audience

As you grow your email marketing list you want to make sure you properly segment your contacts so the correct information goes to the correct audience. For instance you do not necessarily want to send new customer offers to existing customers or vice versa. On the flip side, you want to make sure that potential customers ARE getting special offers they should know about. 

A part of being successful with email marketing is making sure emails are going to the correct audience. This means periodically reviewing your list of contacts to ensure they are on the right lists. 

Easier To Grow Your List(s)

Making sure that your contacts are on the correct lists, also makes it easier for you to grow your lists. As you clean your lists you should be reviewing the process by which you are collecting the emails. Do you have a landing page? Are they coming from a static form on your website? Do they mostly come from networking or maybe from regular webinars you host?

However you collect them, as you examine the process you find ways to improve how you do. Maybe you remove a redundant step or discover an automated tool which saves you time. Whatever maybe the case, the bottom line is you have made it easier for you to collect email addresses which gives you a bigger audience. 

Be More Efficient

The time you devote to marketing your business is finite. If there is any way that you can improve the process to be less time consuming and more efficient you should jump on the opportunity to do so. 

We just covered how springing cleaning can make the process of collecting email addresses easier, but the truth is it makes the entire process easier. You develop and update templates for different purposes and create automations that remove manual steps. You also develop better content (which we will discuss below). 

Over time, as you clean your marketing efforts you will see an improvement in the process which means everything will operate at a smoother and more efficient pace. 

Keeps Everyone Engaged

As you devote time to improving how you use email marketing, your staff will notice. So as you delegate any work to them, which we recommend doing whenever possible, they will see how you are working to better your email marketing efforts. 

Because they see you are making email a priority, they will be more engaged and offer their best in the form of ideas and a higher quality of work. 

Your audience will also notice because they will see minor improvements as well as continuously having fresh and relevant content delivered to them. 

Better Email Content

Speaking of marketing content, one of the steps to clean your marketing efforts is to review the analytics. This means examining which emails get the highest open rate to determine if there are certain words or phrases that get the most reaction from your audience. You also look at what your audience clicks on inside the email to see if there is a type of content or a specific subject matter that garners more reaction. 

When you do this you understand what your audience is looking for which means you can begin to develop content that better addresses their pain points. 

Greater Chance Of Success

What all these points result in is a better chance at finding success with email marketing. Keeping your email marketing efforts clean and organized better allows you to understand exactly when it comes to your email marketing. It gives you time to check in with your marketing strategy to make sure that you are on pace to meet your goals or if you need to make adjustments. 

Doing some email marketing spring cleaning gives you the peace of mind that you are putting yourself in the best position to success with this very important marketing channel. 

Email marketing does not appear to be losing its relevance any time soon so it should definitely be part of your marketing strategy. However do not let your email marketing efforts atrophy and wither on the vine. By updating and organizing your emailing efforts you give yourself a greater chance of succeeding at marketing yourself and your business.

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