What Are Your Email Marketing Assets?
Email marketing assets include everything from your
subscriber list and
email templates to
tracking tools and
content libraries. These assets are the backbone of your email marketing campaigns and their proper management can significantly improve your campaign's effectiveness.
Why Is It Important to Inventory Your Assets?
Keeping an inventory of your assets ensures that you have a clear understanding of what resources you have at your disposal. This helps in optimizing email campaigns, ensuring compliance with regulations, and maintaining consistency in your messaging. It also helps in identifying gaps and areas for improvement.
How to Inventory Your Email Marketing Assets?
1.
Subscriber List: Regularly update your subscriber list to ensure it’s current and segmented according to various criteria like demographics, behavior, and preferences.
2.
Email Templates: Maintain a library of email templates categorized by campaign type (e.g., promotional, transactional, newsletters). This will save time and ensure brand consistency.
3.
Content Library: Keep a repository of images, videos, and copy that can be used across different campaigns. Ensure that all content adheres to your brand guidelines.
4.
Tracking Tools: Inventory your analytics and tracking tools, such as Google Analytics, CRM systems, and email service provider metrics. Ensure all integrations are up to date.
5.
Compliance Documentation: Keep records of consents, privacy policies, and any other legal documentation required to comply with regulations like GDPR or CAN-SPAM.
What Tools Can Help in Managing Your Assets?
Several tools can assist in managing your email marketing assets:
-
Customer Relationship Management (CRM) Software: Platforms like Salesforce and HubSpot can help manage subscriber lists and track interactions.
-
Email Marketing Platforms: Services like Mailchimp and Constant Contact offer integrated tools for managing templates, content libraries, and analytics.
-
Digital Asset Management (DAM) Systems: Tools like Bynder and Widen can help organize and manage your content library effectively.
How Often Should You Review Your Inventory?
Regular reviews are essential to keep your inventory up to date. A quarterly review is generally recommended, but the frequency can vary based on the volume of your email marketing activities. During these reviews, check for outdated content, inactive subscribers, and any broken links in your templates.
What Are the Benefits of a Well-Managed Inventory?
-
Efficiency: A well-organized inventory saves time and effort, allowing you to focus on
strategizing and optimizing your campaigns.
-
Compliance: Keeping track of compliance documentation ensures you adhere to legal requirements, reducing the risk of penalties.
-
Consistency: An organized asset library ensures that all emails sent out are consistent with your brand’s voice and style.
-
Improved Performance: Regularly updating and optimizing your assets can lead to better engagement rates and overall campaign performance.
Conclusion
Inventorying your assets in email marketing is not just a one-time task but an ongoing process that can significantly impact the success of your campaigns. By keeping a well-organized and updated inventory, you can ensure that your email marketing efforts are efficient, compliant, and effective.