EMAIL MARKETING

Don’t let old lists and bad habits creep into your email campaigns

By our News Team | 2023

The most effective strategy to boost email results is email list segmentation. Also test each mail beforehand and avoid bombarding people.

An email marketing programme is a key component of many marketing strategies. But when sending email newsletters and mounting campaigns, it’s easy for bad habits to creep in.


Writing in Entrepreneur magazine, Liviu Tanase, the CEO of ZeroBounce, an email validation and deliverability platform based in the US, list several common mistakes. Among them:

Email Marketing

Photo by Brett Jordan on Unsplash

Not segmenting the prospective audience

 

The most effective strategy to boost email results is email list segmentation. This is according to 78% of marketers. It makes sense if you think about your own inbox: Aren’t you more likely to engage with an email that feels written just for you? Before sending another email, analyse customer data and use filters such as location, gender and shopping habits to segment the prospective audience.

 

Not testing emails

 

Hitting ‘send’ on an email without testing it is like buying an expensive garment without trying it on – so many things can go wrong. An image may not load correctly, one of the links may be broken. Few things are worse than knowing that an avoidable mistake was made. Test every email with your team to ensure nothing falls through the cracks.

 

Bombarding people with emails

 

Emailing that list consistently is vital to building rapport, but consistency shouldn’t be three times per day. Prospects clearly want to hear from a business when they share their email address. However, be mindful of their time and the space that you are taking up in their inboxes. Some emails are daily by design, but never send more than one email per day.

 

Using an old email list

 

Holding on to customer email addresses from years ago is understandable, as growing an email list is challenging. However, email data decays at an average pace of 23% annually, so you must reassess the health of your list regularly. Keeping addresses people stopped checking months, or even years, ago affects your performance.

 

You can read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.