Warning Signs to Spot in Your K-12 Email List
The first time I attempted email marketing, I inherited a list with about 1,150 subscribers. When looking at the metrics, I saw the engagement rates seemed strong, so I started dreaming about high click-through rates and lots of sales.
Then I sent my first email to the list. In less than 24 hours, over 15% of the subscribers had requested to unsubscribe. I was shocked, and that’s when the questions started.
What had I done wrong? Was this list misrepresented to me?
When I looked back at what I’d composed for that first message, it didn’t take long to see all the errors I’d missed the first time. Fixing those problems stopped the exodus away from my database right away.
Some warning signs are self-inflicted and obvious. Others take some time to see – or can stay hidden until it’s too late. When you know what to watch for, rescuing a K-12 email list that might be in trouble is much easier.
Although there are always outliers to consider, most marketers look at declining metrics in previously strong categories as a danger sign that something is amiss. You don’t want good numbers to turn bad!
Some emails have less of an impact than others. If you notice a rebound effect as you talk about different subjects, the rollercoaster ride of data you experience is part of your audience’s preferences. You can flatten those curves by focusing on content that matches peak interest.
If you see consistent declines in these areas, your K-12 email list could be struggling.
Also, please remember that erratic email schedules can confuse subscribers, leading to lower engagement rates. If your content doesn’t align with the interests of your K-12 audience, they’ll eventually stop opening what you send to their inboxes.
Timing is another crucial component to consider. K-12 professionals often check their inboxes in the morning, at lunch, and before leaving. If you can time deliveries to coincide with these periods, you can raise the chances of earning a click. []
It’s about adaption and refinement. When your strategies remain current and relevant, you’ll create meaningful and engaging conversations that can lead to stronger sales.