Time for Plan B

You missed your mark. Fell flat. Sometimes what an email marketer thinks will be a resounding success isn’t perceived that way by their audience. By learning how to recover quickly can help minimize that damage. Consider building a contingency plan for the following situations:

1. Weak List Targeting

2. Bad Offer

3. Deliverability Problems

Weak List Targeting

At one point, you may be required to reach a specific volume of people instead of an uber targeted or segmented list. But when your open rates are below 20% and your conversions are under 1% how can you recover?

Resend the message with a different subject line to two smaller segments of your original list. The two segments should be a group of people who failed to open the original message and a group who either opened the message and did not click through or a group who opened the message and did click through.

Bad Offer

When you send an offer that no one seems interested in, what can you do?

Consider repackaging your offer as an “exclusive offer” or as a preview. If there is little hope for your offer on its own, look for a value-add partner offering.

Deliverability Problems

Your campaigns have been running smoothly and then things come to a screeching halt. Your undeliverable rate sky-rockets. How can you fix it?

Deliverability testing should be a part of any email marketers production process. Testing will help identify issues before they become problems. By having a reputable delivery vendor can help discover the root of the problem and can assist in a resolution to get your messages in the inbox.