I recently read an article from Cassidy Milder of Marketo, entitled “3 Steps for Successful Email Marketing Campaigns in a “Post-Email” World.”
Once you learn these three key steps, you’ll be able to send emails that sweep recipients off their feet—or at least get them to read past the subject line.
Cast a Wider Net—But Keep Your True Blue Subscribers Front-and-Center
A lot of percentages go into email communication: the percentage of opens, click-throughs, and—most importantly—what percent converts. Naturally, those numbers get smaller and smaller as you get closer to achieving ROI, so you need to make sure you’re sending to a large enough database that by the time you get to final conversion, you’re still seeing the results you want. And that means growing your email list to get those coveted percentages.
The Best Things in Life Take Time to Develop; Your Database Is No Different
We tend to hear about the one or two stories where marketers were able to capture lightning in a bottle, but here at, our most successful marketing campaigns rely on careful testing and thoughtful adjustments. There’s even ample evidence that data science and progressive profiling will heavily play into email campaigns over the next few years, especially as home automation devices like Echo and Google Home start to capture more and more behavioral data.
Testing with different samples and subsets of your subscribers should become more important than ever, which means you’ll need to be patient and nurture your database in order to see the results you want.
This is your time to test the waters and see what types of content and calls-to-action (CTAs) work with your new audience. It’s often helpful to warm up your audience with content and bonus offers before asking for your conversion. Your audience should feel like they’re gaining value from your emails. If you can capture their attention with top-of-the-funnel material, you’ll gain their trust (and boost open and click-through percentages!).
Get to Know the Most Engaged Members of Your Audience
Every concert audience comes to a show armed with different expectations: from the avid fan who has all of the albums to the significant other who just got dragged along with their partner. Your database is no different: some members are just more into your content than others. But in order for your emails to accrue value, you must be able to identify and empathize with the needs of your email VIPs. Who’s opening your messages, downloading your content, or even contacting you directly?
Drilling down into these kinds of details offers a more well-formed definition of your ideal client, and it lets you target them with stronger CTAs. Once you’ve gotten them to subscribe and earned their trust with top-of-the-funnel content, they’ll finally be ready to convert—and you can watch this all unfold right from your engagement platform. When you see someone fall into this sweet spot, you can start segmenting them for more direct asks, which all translates to ROI for your company. That will certainly breathe life into your marketing campaigns!”
Email is not dead, your approach might need to change if you want to attract more borrowers in today’s mortgage market.