Stale Email is Like Stale Bread: Repurposing Your Email Programs

Desiree Hamaoui
Mar. 28, 2016 by Desiree Hamaoui

email programs stale bread

Email programs can be like stale bread. A new year means it’s a great opportunity to re-think, re-structure and re-write your email programs. If you didn’t have time to do this planning prior to Q1, it’s never too late to do an audit.

Perhaps you don’t have to necessarily throw it all out like stale bread. Sure re-thinking and re-structuring your programs are inevitable, but you may be able to minimize the re-writing.

The first step to bringing your nurture program current is to analyze your data and identify your top performing emails. Hopefully you have access to a suite of comprehensive analytics so you can see if people took action – opened, read, clicked, downloaded. Any low performing emails should be removed from your program. A good metric to use is having a ‘click to delivered’ rate above three percent (industry average is 3-5%). If you’re using SparkPost’s real-time analytics, you should have already disposed of low-performing emails.

Next step, take a deeper look at your high-performing emails and determine if they can be repurposed. Do a quick check – is the offer relevant? Does it tell our story? I usually find, with some minor tweaks to either the email copy or the content offer, an email can become fresh again and applicable. By tweaking your high performing emails, you will continue to reap the benefits from past efforts.

Lastly, by starting with the old, you can then assess the holes in your program and focus your efforts on filling the gaps – saving you energy from recreating everything from scratch. Although, if you need to create a nurture program from scratch you can check out my previous post on creating one, here. And for best practices on real-world onboarding email series, see this post by my colleague Brent Sleeper.

By the way, as it turns out stale bread isn’t a bad thing – just look at this mouth-watering 14 Smart Ways to Use Stale Bread slide show from Bon Appetit. So don’t think of last years email campaign as stale – just think how you can turn it back into something juicy!

Happy Sending!

Desiree

Sell More With Email

Share your Thoughts

Your email address will not be published.

Related Content

Our Top 5 Email Template Hacks

From creating standards that can apply to many templates to design hints on validating your data, here are our top 5 email template hacks.

read more

A Day In The Life of An Email Marketing Manager (At An Email Company)

Discover the daily trials and tribulations of an email marketing manager at an email company. Learn the traits that are essential for this career path.

read more

Communication Tools We Use to Stay Connected with Remote Teams

Whether it’s email, Slack or virtual meetings, here are the communication tools we use to keep up with our growing remote workforce and flexible schedules.

read more

Start sending email in minutes!

The world’s most powerful email delivery solution is now yours in a developer-friendly, quick to set up cloud service. Open a SparkPost account today!

Get Started

Send this to a friend