When it comes to sending emails, less is more

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A few weeks ago, HubSpot deliberately removed 250,000 people  from your list of subscribers marketing blog, which made the list was reduced from 550,000 to 300,000 emails. It seems far – fetched, but as you can imagine, we really wanted to carry out this test (had to force us to do so).

It turns out that this was a good decision. We realized that reducing the list improved our commitment, not to mention we address our big problem of ‘spam’, as HubSpot sent more than four emails a day to certain segments (who has time to read many emails one company today?).

Digital media is an area little explored, and HubSpot had reached a turning point that few companies are fortunate to experience: our audience had grown so much that it was time to reduce and focus accurately on a major subcategory. However, we did not want to jeopardize our web traffic by cutting our list.

In a nutshell: we do not want to lose web traffic, but the goal was to improve the quality of our responses to customer questions. It is a very powerful lesson for our company; fewer email marketing produces an overall positive net result. Then I’ll show you how you can apply this perspective in the world of digital media.

Digital media has been a traditional game of numbers

Traffic, reach, name and reputation of websites have always been the most important digital media; In other words, you must have a high visibility. However, currently marketing professionals have gradually realized that the ROI is generated with accurate segmentation. The principle of “the more you can cover” is obsolete. Today, the priority is “to reach the right audience at the right time travel consumer.”

Digital media companies need to reassure both involved: advertisers and audiences. You can not give priority to one group and again, and you can not neglect any. What both groups want the same thing: relevant and targeted messages. Media companies that can fulfill that promise, will succeed. Accuracy is the value proposition of the future, but many advertisers are still stuck in the “last big numbers.”

Things have to change; That’s why advertisers explore new business models based on personalization and targeting higher levels of income. If you want to know more about these strategies, I suggest that you take a look at the report on the reference values developed by HubSpot advertisers .

How does all this relate to emails?

The email marketing is consistently ranked among the channels that have the highest ROI . However, this also declines, as consumers feel bombarded by information overload.

According to a report , one third of marketers think that personalization technology will be the most important for future marketing. Industries move in that direction, so it is important that media companies keep pace. This is the only way in which advertisers can (1) remain relevant for digital audiences and (2) provide an ROI to advertisers and other interested parties.

E-mail is a channel high performance, because it is the most direct way in which companies can communicate with their target audiences, but these readers are bombarded with so much information that they miss key details of your message.

It was time to make a change: reduce your mailing list so that every interaction with your audience will more.

Begins to reduce your mailing list

The process will not be straightforward. For example, chances are you do not want to create a sudden jolt between your audience and subscriber base. Be methodical and sure to create added value, not a deficit.

It begins with an analysis of field. Then I’ll show you some questions your team should consider in reducing your email list:

  • What are the audiences who have more interactions with you and why?
  • What are some of the reasons why subscribers could be more or less interested in emails?
  • What types of email content are most useful for your audience and why?

By understanding this contextual information and the ability to relate with emails and personal profiles of your subscribers, you’ll be in a good position to “do more with your lists’ in order to downsize your subscriber base, while efficiency improvements in your marketing.

Take this step to set specific goals and make an action plan with the following elements:

Develops subscriber profiles

Most media companies still make their massive lists with the same message Panfocus shipments. But as audiences grow, they are become more diverse. It is essential that advertisers pay attention to the different needs that people have in order to create relevant emails. If you want to get a guide for developing profiles of subscribers, take a look at this template and HubSpot guided exercise .

Improves the quality of your email marketing content and advertisements

It is common that subscribers see their email lists as additional ideas and complements its main browsing experience on a website, but customers have less and less time and attention spans are reduced. Email is one of the strongest ways to maintain stable and constant conversations with the audience. You should not send any email content or advertisement marketing; Make sure each word or graphic add value to the core experience of your subscribers.

Improve the content of your message

This is a key point. It is not only valuable from the perspective of the user experience, it also improves your delivery rates, and spam complaints your emails. As a publicist, you know; have extraordinary content brings its reward. Your email list should not be the exception to this perspective.

Think small scale to large profits

It is very likely that after you read this blog you feel overwhelmed and wondering what to do. How can you tell if you have the right plan to get it going? The answer is simple: focus on making small improvements daily. Start by making simple improvements, even if you’re still defining your brand strategy and income. With content marketing, little things accumulate and produce extraordinary results.

What do you think of our email marketing strategy? Tell us in the comments.