Community Discussion: How is Your Brand Scaling Effective Email Outreach?
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Recently, I wrote a Moz post on what I think comprises effective online marketing outreach via email: Why You Should Steal My Daughter's Playbook for Effective Email Outreach
Though I'm by no means an outreach expert, it's a topic I do feel qualified to talk about, owing to having worked with numerous PR/Outreach folks, seeing what works and what does not, and because of my experience working for and with Fortune 25s in a sales, outreach capacity. I'm wondering...
- What's the biggest challenge you've faced with regard to outreach?
- How are you addressing it?
- What's the No. 1 tactic you've used to attain success in email outreach?
RS
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Have to confess: Track, Test, Tweak, Repeat is legit.
Similar to my Refine, Revise, Repeat for content creation and amplification.
So often we hear that something or another didn't work, when in reality the brand or the individual either didn't optimize the experience for the desired outcome, didn't have clear, defined goals in place or lacked the ability to track the effort's performance.
What I love about email is it's easy to track. From there, it's all about the TTR
RS
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Our company has learned a lot of lessons through A/B testing various components of our email newsletter. We started by testing subject lines, then pre-headers, then calls-to-action throughout the content of the email itself. Each of these tests has given us new insights into what our email subscribers are looking for from our emails.
Of course, this is all dependent on the industry of the clients you're managing email marketing for. Some of our clients are in industries where their subscribers are constantly searching for deals and promotions, so we lead with those. Others are in industries where their subscribers are more interested in tips and tricks, so we lead with those.
We were only able to determine which of these tactics worked through which industry using our signature method of TTTR: Track, Test, Tweak, Repeat. We track the data associated with each email, test out new methods, tweak the tests to try new things, and repeat!
Hope this helps!
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