1. Increase your segmentation efforts
Email marketing data offers incredible segmentation power and the ability to take advantage of small audience segments that might otherwise be financially or technically difficult to reach. If you haven't started segmenting your list and sending more targeted messages based on recipient data or behaviors, start in 2007. Most of the research in the email industry indicates that segmentation yields significant gains in email conversions.
2. Rethink and refine your opt-in campaigns
Use the New Year as a catalyst for performing a check-up on your opt-in processes. Review everything from the data fields you're collecting to the confirmation email you are sending. If you're not using strict opt-in policies, 2007 is the year to start. As consumers continue to tire of unwanted email, you'll continue to see declining response rates if you are not using an opt-in-only process.
3. Clean your lists and maintain them
Take the opportunity with the New Year to perform a thorough cleaning of your email lists. This does not necessarily mean blindly deleting addresses, but rather using segmentation strategies to treat historically inactive recipients differently than those who actively open and click on your email messages.
4. Design for disabled images and preview panes
In 2007, you'll find your audiences are increasingly looking at your messages without images turned on. (It may not be their choice, but rather the default of their email client.) Make sure your messages are still readable and compelling without images. For specific examples on how to optimize email creative, visit the SubscriberMail Web site and download our white paper "Guidelines for Effective Email Creative."
5. Institute authentication standards
Email authentication has reached critical mass, and in 2007 it will continue to grow in importance for email delivery. If you haven't already, make sure you set up SPF records, Sender ID records, and mail using Domain Keys authentication whenever possible. Proper use of these authentication methods will help your deliverability and will contribute to building a positive reputation for your domain.
6. Expand your email testing efforts
Your 2007 email efforts should include more testing. One of the best ways to refine your email strategy is through testing. If you're a beginner, the simplest form of testing is splitting your email list into A and B segments, and sending each segment a message where one element is varied. If you're already a testing pro, or have performed some tests in previous years, keep refining what you have learned to continually improve your campaign performance.
7. Rethink tired campaigns
Rethink campaigns that have run for a while, and look at reports to uncover new avenues of content or functionality that your audiences will respond to. Email offers a unique platform to quickly and cost-effectively change campaigns for the better. Take advantage of these unique abilities to maximize your efforts for a truly successful 2007.
source: optinnews
