Adventures in Mobile Marketing

Spring Cleaning Your Email Solution

In the spirit of spring- with the wacky winds and brisk air, and moments of clear sunshine, we tend to want to roll up our sleeves and fix things that have been annoying us for a long time. In email marketing, I’ve noticed that these projects have started to get underway:

Database & List Cleanup
- Shrink your database. Take advantage of areas that are no longer in use.
- Evaluate your data: do you really need it? Or is it just a one-off, rarely used item? Could it make way for more important, useful data? There’s a trend to behaviorally instead of demographically, target customers- is this your system?
- Look through your inbox and find requests for data that you didn’t have, make a list and start bumping through it.
- Check the data flow and see if all of the data points are working as planned, a simple audit of key touchpoints like unsubscription, new data, mailing list uploads, etc.
- With some simple analysis, find out when people truly become inactive in your system, and segment your campaigns accordingly.
- Do a quick review of your email list by domain, region, and browser, any kind of browser availability out there, and see if your design guidelines match up. Basically: if you’ve decided not to support Gmail, see if it’s a significant portion of your list.

Marketing Program Clean-Up
- Are there campaigns still running that really aren’t earning their keep? If you can’t justify it with revenue or customer relationship gains, time to move on. Great opportunity to experiment with new subject lines, copy, or targeting.
- Are you caught in blast-land or managing a nice lifecycle program? Time to re-evaluate the efficiency of your programs and make your life (and your customer’s) more pleasant.
- Offers that are no-wins. We may have thought this was a good idea at one time, but due to competition or consumer trends, nobody uses this offer anymore. Refresh your offer list with invigorating and new offers- and be realistic about pet projects.

Reporting Clean-Up
- There’s good complexity and bad complexity. Are your reports really singing the truth or just dragging you down into the muck? Re-focus your internal metrics and get them to speak to your goals.
- Check out old reports, and create time-lapse reporting on specific campaigns, consumer behavior or email metrics. These combinations of timely reports can give you insight you didn’t have.
- Distribute reports. I hate being the bearer of bad news, but if we’re all on the same page, it makes it easier to get the car out of the ditch. I’m loving these business metaphors.

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Written on Thursday, 24. April 2008 at 10:32 In the category campaigns, data analysis, mechanics, technology. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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