3 Reasons Why Every Marketer Should Have an Email Marketing Matrix
Email is simple. You create content, insert an image, upload your list, push send and watch your business soar. Well, it’s not quite that simple, but it seems like it is – it’s just email after all. The perception that email is easy can lead to expectations from upper-management to “quickly get the word out” with ad hoc email messages. While some marketers may still try to reach their audience this way, a simple batch and blast email program is becoming much less effective.
Using a strategy and a matrix, you can ensure consistent messaging. So even if you do ad hoc email messaging, you’ll know where it fits in to the overall campaign. That’s why an email marketing matrix is a key component to better email ROI.
So what exactly is an email marketing matrix? Priority defines it as a diagram or flow chart that outlines a messaging strategy that organizes email marketing messages to select audiences at defined times. The matrix is often used in automated, segmented and triggered campaigns. The goal is to ensure readers are sent messages that are specific to their needs – at just the time they are inclined to engage. We have two examples of recent email marketing matrices we have prepared for a credit union client – one for a triggered campaign, and one for an onboarding program.
Now, how exactly does creating an email marketing matrix help your programs effectiveness? Check out these three reasons:
- Email messages sent at the right time to the right audience have the highest opens. According to a recent MarketingSherpa report, automated welcome messages can average over 50% open rates. A matrix can help ensure your messages are on time and on target.
- Higher open rates mean greater reader engagement and retention. And that means better ROI.
- Your competition has a matrix. A recent census taken of email marketers in the U.K. states that 80% of email marketers are now employing at least basic segmentation tactics (we think it’s pretty similar here, across the pond).
So what’s stopping you from creating an email marketing matrix? Don’t know where to start or think it’s too complicated? Feel free to ask here or contact me at khammond@priorityresults.com.
