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Last week we discussed the most effective email marketing tactics. This week we look at the opposite side of the coin at the most difficult tactics to use.
In the chart below, email marketers are struggling with list segmentation (42%) the most. Testing and optimization (38%) come in second. Keep heart my little email geeks, you can do it!
Some of the most difficult strategies are the hardest to implement. That's not a surprise. But why are email marketers struggling? Is it because there is a:
To correctly segment data, you need just that - data. And correct data at that. Which is a lot harder than it would seem. Getting members to enter correct data, then to keep that data up to date is an entire strategy in itself. After we have the data correct, what do we actually do with it? Are you just going to segment the list for different email send? Or start looking at personas?
When should you test? What should you test? How are you going to optimize? If done correctly, with a strategy in place, it will take a large amount of time. A/B testing emails require 2 emails, so more work and time will be involved. And that is simple testing. For conclusive results, you need to conduct your tests over a period of time to gain conclusive results. Again this takes time and planning.
We have discussed previously how email marketing is a job where you can wear many hats. Being an expert in all the skills is impossible. So when a request for something out of our comfort zone appears, it can be overwhelming. Not to mention the time factor; email marketers especially have very little spare time. This is why planning every test, segment or campaign is so important.
By Kim Greenop-Gadsby
I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I'm just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I'm not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.
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