When I stepped into the Marketing Manager role at LandCentral there were several points in the email marketing areas I knew I could improve quickly.
My first move was to improve the engagement of the current email list. Initially, it was hovering around 8%. Some of the lowest hanging fruit are the people who are already in contact with you. After looking at the previous email campaigns, I decided that people may be burnt out on the frequency of the emails. At the time, it was almost 5 a week. I cut this back to 2-3 emails a week. I also shook up the visual look of the emails by implementing new graphics. Over the next 12 months, we were able to increase engagement of the already acquired list to almost 40%.
Meanwhile, through implementing a clearer call-to-action on the landing pages and revamping the PPC campaigns we were able to increase monthly signups by a factor of 2x.
Finally, after all of that, I put into place a data cleansing campaign. This had two goals:
1. Capture any last unengaged email contacts to come back and try us again using incentives.
2. Clear out email contacts that have given up on us so that we can focus on those that we do still have attention from.
Even though we did end up clearing out almost 50% of the old email list. We were now getting engagement rates in the 80’s and delivery rates of around 99%. This would allow us to track smaller movements in the analytics with much more accuracy.
