A couple of weeks ago, Chad White posted some great tips for your email marketing program in 2009. Here's a summary:
1. Each month replace one of your previously planned broadcast emails with a targeted email to a segment of your list. A well-crafted, targeted email can generate as much sales as a broadcast email, while simultaneously increasing engagement and reducing list fatigue. However, a targeted email does take a little extra effort to create.
2. Schedule a review of all your email forms and triggered emails. Sign-up forms, preference centers, welcome emails, triggered emails -- if you haven't done an inventory of these pages and emails and reviewed them to make sure that they're accurate and up to date, do it now. These tend to get set up and then forgotten about - sometimes for years.
3. Speak to the subscriber and not from the point of view of your business. Make sure that your emails and forms address consumers with them in mind. What's in it for them? What's appealing to them? And how does your email program help them?
4. Redesign your email templates with image blocking in mind.
5. Segment out your inactive subscribers. Send them different messaging than your active subscribers and at a lower frequency. Also consider sending them emails with a different template, one that has an unsubscribe link at the top, or offering the choice to opt-down to a lower frequency. After a long period of inactivity, you may also want to send a reactivation campaign, asking them to opt in again in order to continue receiving emails.