Digiday Hot Topic: Email for Publishers | Politico
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This document emphasizes the importance of hygiene, listening to understand different perspectives, and recognizing that a one-size-fits-all approach does not work for all people or situations. It repeats the phrases "Hygiene is King", "Listen & Evolve", and "One size doesn't fit all" to drive home these messages.
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Digiday Hot Topic: Email for Publishers | Politico
- 10. Hygiene is King Listen & Evolve One size doesn’t fit all
- 11. Hygiene is King Listen & Evolve One size doesn’t fit all
- 12. Hygiene is King Listen & Evolve One size doesn’t fit all
Editor's Notes
- You frequently hear people say email is dead websites, social media, video etc. are “king”. In my opinion email isn’t dead people just have more avenues to connect with people and brands.
- You frequently hear people say email is dead websites, social media, video etc. are “king”. In my opinion email isn’t dead people just have more avenues to connect with people and brands.
- Not only are consumers checking emails but it also can have an huge impact on your bottom line and ability to influence purchase decisions. If done right you can actually increase your return on investment on this channel at less of a cost than paid advertisements. But HOW?
- Not only are consumers checking emails but it also can have an huge impact on your bottom line and ability to influence purchase decisions. If done right you can actually increase your return on investment on this channel at less of a cost than paid advertisements. But HOW?
- The best email in the world is useless if it goes to the wrong people, their information is incorrect, or never gets there. Keep our user data up to date: Its been very important to us to educate everyone that quality data is everyone’s job and impacts everyone from marketing to product to users. We work continuously with our sales team to make sure they understand that when they input someone into the system that what marketing see’s, they see, and what the user may sees. Email data: we benchmark all our email metrics unsubscribes, deliverability, open rates, and CTOR and measure every email we send against them and are hyper focused on dips and jumps in these metrics to make sure we catch a problem when its small and not let it escalate.
- LISTEN & Guide. That’s right listen to our audience & people who you are trying to get to engage with your content. Every email you send you should define what the goal of that email is. Is it to sign up for a newsletter, register for an event, read the email, click through to an article. Then look at the performance of that email and ask yourself did it accomplish the goal of that email? Did people sign up, attend etc.? If not why? Did you have a low open rate? Lets use that to guide us to change the subject line or maybe even develop a plan to test email open rates because how can you get them to sign up if they never open it? Was the CTOR low? Maybe there is an issue with copy and CTA? Is your audience right for this email? Don’t be afraid to make some adjustments based on the feedback from your email and do a resend to those that didn’t engage or create a plan test areas where you are trending downward.
- We live in the 21st century with Netflix, Amazon, and Google. They are used to experiences that are curated to their likes and interactions. Consumers are expecting us to “get them” and ignore anything less than that. How we do this is by aggregating engagement behavior (from what free newsletters they are subscribing to, what emails they are opening, links they click on, and pages they go to) and demographic/firmographic information on the user. We then segment our audience based on those interest, interactions and demographics into different email experiences aka what emails they are or are not receiving.
- Do you have a dashboard that you can easily track your email performance metrics to measure each email against? Duplicate catching tool or cadence to evaluate? Don’t be afraid to try to get other teams involved (skin in the game)
- Are you guilty of sending and forgetting? Are you measuring email success off of the goal or off of an open/click to open rate?
- When you are planning campaigns are you asking yourself… What items did someone engage with that would make sense for them to get this What is the next step after this email? Another emai? Contact from sales? Event promo?
- Not only are consumers checking emails but it also can have an huge impact on your bottom line and ability to influence purchase decisions. If done right you can actually increase your return on investment on this channel at less of a cost than paid advertisements. But HOW?