At the risk of offending some marketers out there...
Not all emails are important.
We know, we know. We can sense your anger.
Let's put it another way: While it is essential to keep your company top-of-mind with your prospects, and keep contacts warm and engaged, when it comes right down to it, not every email has the same effect on your company's bottom line.
If your company is like most and sends out quite a few emails weekly, it's important to consider which emails drive business results and which are just digital forget-me-nots.
If you've used our Frequency Management tool, you already know how many emails you can send every week without losing prospects – the Frequency Sweet Spot.
So then the question becomes: how do you make the most of your weekly send budget? How do you prioritize content to ensure your prospects see the most important messages?
These questions can get especially tricky for teams spread out across the country or around the globe, managing dozens or even hundreds of email marketing campaigns simultaneously and communicating with the same audience.
This is where Motiva's Email Priority settings come in handy.
The Email Priority list is located under the Frequency tab in the Motiva app and is where you and your team can set the priority of each campaign step.
Devising an Email Priority Framework is a great way to get on the same page across your organization and to break stand-offs between teams. It can also direct content development to allocate resources toward developing the most critical and relevant content.
Here is our suggested framework for email priority, along with the recommended Frequency Management settings.
High Priority Emails:
Transactional emails that you're legally obligated to send or that deal with a contact's subscription settings (like Welcome emails).
Time-sensitive emails that must be sent to all contacts immediately or within a few days.
FM Settings: Don't use FM on these emails. This is your most important communication, and the frequency of this type of communication is expected to differ from standard marketing and sales outreach.
Medium Priority Emails:
Bottom funnel emails that directly drive business results, including direct-to-revenue campaigns, free trials and demos, and event invite series to gain registrations.
FM Settings: FM Enabled with High Priority. These emails are most important for driving business and achieving meaningful results within your organization. You want them tracked using FM, but they take priority over all other communication.
Low Priority Emails:
Mid and Top funnel emails that drive awareness to blog posts, resources outside of lead gen, and other content designed to keep a contact warm but isn't essential.
FM Settings: FM Enabled with Low Priority. This content is not essential; as such, you should expect that not all contacts will receive these emails because they've already received enough communication that drives business results.
For some organizations, the Email Priority list may be pretty small. For others, it may be huge.
If you find yourself and your team(s) falling into the latter category, you may want to devise a naming convention to ensure that high-priority emails are clearly marked.
The naming convention could be as simple as adding an HP (for high priority), MP, and LP to the end of the campaign name. It could also be a priority number from 1 to 10.
You may also want to assign maintenance of the priority list to a single person. With the naming or numbering convention in place, it will be reasonably easy to ensure that campaigns are in the correct order of priority. This person can also remove any completed campaigns.
Using Frequency Management and the Email Priority list guarantees that your most crucial email marketing communications reach the inboxes with the most significant impact on your organization's bottom line.