Take A Bite Out Of This Email Success Recipe (and some lasagna too!)
By Julie Graham / July 29, 2016

Yes, National Lasagna Day is actually a national holiday. Hey, why not? Who doesn’t love a cheesy lasagna and a good glass of wine? (we’re imagining raised hands everywhere)

There are as many different lasagna recipes as there are cooks, but obviously not every lasagna creaton is going to taste good. Plus, variety is the spice of life. Every chef is going to have their own preferences to what tastes good. Every chef also knows that the success of their recipe depends on the feedback from the people who eat it. You can’t serve a meaty lasagna to a bunch of vegetarians. If your dinner guests are on a diet, are you really going to layer all that cheese in it? Either way, when you try a really good lasagna you want THAT recipe, don’t you?

Just like tasty lasagna, a successful email campaign has to include ingredients that create a recipe for success!

To celebrate National Lasagna Day we’ve put together a delicious recipe for a successful email marketing campaign. One of our favorite things to celebrate is successful marketing campaigns (I mean come on, who doesn’t?). We’ve sliced through the clutter of the various strategies and techniques that experts swear by and have cracked the code on the quickest way to get the tastiest ROI.

Is your email marketing strategy performing up to your standards? Or do you have any gaps in places like content, conversion, engagement or maybe even marketing ops processes?

If you love high ROI as much as you love lasagna, you’ll definitely want to get your hungry little hands on this savory email marketing success recipe.

Step 1: Gather Your Ingredients

Before you begin any email marketing program you want to cross all your t’s and dot all your i’s. Depending on the complexity of your strategy, you’ll want to make sure that your message makes sense. This sounds like a no brainer, but you’ll be surprised at how easy it is to go down the wrong path by making simple mistakes like lacking clarity, relevancy or value.

For example:

  • If you’re targeting blog subscribers or the social media community, you’re more likely to have a content strategy cooking
  • For a list of registrants or recent downloaders you want to solve a specific problem with a specific solution
  • How about people who engage with your free content but don’t buy for possible budgetary reasons? Here’s the prime time to deliver customer success stories, case studies or testimonials. This is also your opportunity to incorporate all that contextual marketing we’ve taught you about.
  • What about those inactive subscribers? Play up a recent holiday (National Lasagna Day anyone?), the weather or even a recent event and send these folks an extra special promotion or hard-to-resist-offer.

Step 2: Do Your Prep Work

Here’s where good list housekeeping comes into play. If you aren’t currently using processes like checklists before a send this is a good habit to get into (and an easy one at that). There are multiple key steps to sending out a successful email, including:

  • Appropriate list management (if you’ve ever had a pissed off subscriber you get the clue)
  • A/B test set up, landing page set up, automation set up
  • Data aggregation set up (ie. cookies, remarketing, forms, coupon codes, etc)
  • Tracking codes
  • Social media links
  • Templates and images

Prep work is also about setting up the overall message and value proposition correctly. Assuming you have the appropriate segmentation and targeting in place, the “meat” of your email campaign comes down to messaging. Have you ever gotten into a super awesome recipe and totally overdone it with the ingredients? Think with simplicity.  Cluttering up your email and landing page with too many options, links, CTA’s, images or copy is a sure fire way to lower your conversion rates. Unless you’re able to create a good visual flow, don’t invite too many elements to this party.

Step 3: Mix Your Ingredients

Here’s where you want to integrate your campaign across multiple channels. Email is a fantastic direct response tool, but the more buzz and interactivity that you’re able to create with your message, the more likely you’ll be able to get a real and engaging conversation going. Once you’ve developed personas, tone, brand voice and messaging into the value proposition take flight with it. Distribute your white paper, case study, product or service campaign throughout multiple channels.

Ensure your social posts and blog links are on the email and the landing page and inversely go ahead and find a creative way to fire your message out through the social networks and blog as well. This is really all about link juice. Plus the secret to ranking in search engines is obvious: provide great content that your customers want to link to and share.

Step 4: Bake To Perfection

This is all about testing, optimization and measuring results. The reason this step is so important is because it answers a critical question: How do I deliver the right content at the right time? There’s really nothing a marketer can’t test. What you want to focus on in this step will help you get clear on what you’re optimizing for. Is it for more traffic, downloads, purchases, interaction? Keeping your testing strategy fresh and concise helps you meet the bottom line.

Step 5: Serve (Send!) and Enjoy

The bulk of hard work is over, but you’ll still continue to learn from the results. Accurate tracking and analytics will play a defining role in whether you are satisfying your market and delivering the value that they need. This comes down to longterm maintenance and fine tuning your key metrics as well as discovering underperforming markets and detecting new potential.

Subscriber data can tell the majority of the story and as you begin to see patterns and trends, vital aspects of the campaign and breaks in the conversion funnel. Watch, listen, measure and adjust.

Don’t forget! You are what you eat, so be sure to put your heart into your email marketing recipe and only pick the finest ingredients.

Hey, we get it – trying to do every possible email marketing strategy out there and streamlining key strategies is really hard work, and BlueHornet is here to help. Whether you’re looking to take your programs to the next level with advanced data and segmentation management, implement omni channel integration, optimize your automation, or truly start tasting and taking advantage of the data and analytics you already have – we’ve got you covered. Contact us for a free demo today!

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