We're going to take a different look at how to improve your email and autoresponder marketing campaigns and help you become the sword-wielding, conversion rate rocking master of the online universe.
This isn't your typical step-by-step guide for improvement, but, rather, a series of exercises for you to take a long, hard look at your brand, your customers, and your past mistakes.
Really, really know your brand
If your brand is more like a "Hey, brosef. Wanna grab a sixer of Coors and play XBox?" type then don't position your brand as a "Good evening, Madame. Enchanted. I do hope that you are enjoying the opening gala for the Metropolitan Opera" type.
But, if you don't have the foggiest idea of who your brand is, and frankly don't know which of the above conversation represents your brand, then how in the world can you expect your customers to?
And, if you don't know anything about your brand, then how do you know whether you're running down the right autoresponder marketing path?
Simply, you don't. You can't.
Before engaging in any form of email marketing, sit down with your brand. Ask clarifying questions about who your brand is, who does it represent, what do you have to offer and what is the best way to represent your brand in an email promotion.
As the old adage goes, "Know thyself."
Really, really know your customers
After you've figured out who and what your brand is, then the next step is to do the same with your customers.
Who are they?
Why did they opt-in for your emails?
What's their purchase history?
Where are they from?
Are you meeting their needs? What about your products?
If you don't know the answers to these basic questions, then ask them (a survey is a great "getting to know your customers" tool).
Essentially, you're not going to offer a beer to a champagne-swilling debutante, nor are you going to offer shrimp cocktail to someone with a shellfish allergy. If you don't know, ask.
Then, you'll be in a perfect position to tailor your email marketing to suit them.
Look at what you've done wrong
This tactic is certainly an ego-crusher, but if you want to become the master of the email marketing universe, then sometimes you have to dig deep.
Understanding what you've done wrong in the past with your email marketing campaign, helps you grow, learn and better position your emails for success.
Make a list of the top 5 things that you've struck out on and devise a plan to fix them.
For this step, consider this idiom, "Someone who is crazy does the same thing over and over again, expecting different results.
Want to learn more about email marketing? We also have an email marketing blog that is sure to help you out.