Businesses pursuing email marketing campaigns are in no doubt about the need to personalize their communications, but Campaign Monitor reports that for 66% of marketers, one of the biggest challenges to personalization is not having the internal resources to execute the programs.
Note General Data Protection Regulation (GDPR) mandates
For this reason, email marketing continues to be under-resourced, despite its importance to organizations and it may be that a lack of data also majorly hinders email personalization. Not gaining insights from subscribers quickly, or at all, creates personalization obstacles for marketers. By mailing inactive subscribers, your personalization efforts could be going to waste.
Companies that think they’re personalizing may be wasting resources in other ways. More than one-third of the Campaign Monitor survey respondents reported they don’t remove inactive subscribers from active mailing lists unless they opt out. In that case, they could be spending time personalizing. That’s a shame because mail platforms such as those offered by 12handz.com are by design easily able to remove chronically inactive subscribers from active mailing lists.
Be aware too that you may be in violation of General Data Protection Regulation (GDPR) mandates and U.S. state-sponsored spam laws like California’s when you send emails to old lists.
Approximately half of respondents to the survey indicated that their company either never or rarely triggered win-back or re-engagement campaigns to inactive customers, donors, or users who are subscribers. These businesses are missing out on learning how the needs of their formerly engaged email recipients have evolved.
Outreach vital component of Google’s organic algorithm
The “2019 State of Email Analytics” report found that marketers who describe their email programs as successful are 41% more likely than those with less-successful ones to send re-engagement campaigns. Successful email programs are also 58% more likely than less-successful ones to send win-back campaigns.
And finally, outreach or inbound linking is a vital component of Google’s organic algorithm, which is where many SEO companies tend to do unethical work. A successful digital marketing partner should take a “white-hat” approach, meaning their techniques comply with Google’s webmaster guidelines, ensuring that the chances of the web domain being penalized by Google are minimal.
To boost inbound linking efforts, a partner bringing effective marketing tools—designed especially for small businesses—can reach more potential customers on Google and social media or via email, exposing the client’s brand to get more attention online by reaching out to thought-leaders, news agencies, and relevant bloggers, through press-releases and other methods.