EDM strategy from the EDM strategy from the “Digital Marketing Gurus” “Digital Marketing Gurus” 1 Authored by Preetha Prasad , SEO Expert @ TobocBiz Authored by Preetha Prasad , SEO Expert @ TobocBiz
eDM is a highly valuable & effective direct marketing tool
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1. EDM strategy from theEDM strategy from theDigital Marketing
GurusDigital Marketing Gurus1Authored by Preetha Prasad , SEO
Expert @ TobocBizAuthored by Preetha Prasad , SEO Expert @
TobocBiz
2. Contents:Contents: What is an EDM? EDM Strategy EDM Best
Practices DB Quality Anti-Spam,Assured Landing in Inbox EDM Process
Flow Creating a Campaign Strategies for landing page design EDM
Benefits Branding,Target Marketing Email deliverabilityTechnology
Importance of eDM Testing checklist Email Marketing Glossary
Reporting andTracking Email Marketing Facts Email Marketing
Strategy Checklist for 2013Tobocbiz.com Act Alleviate Accelerate
2
3. What is an EDM?What is an EDM?Electronic Direct Marketing or
Email Direct Marketing, another term used is E-mailmarketing.EDM is
a highly valuable & effective direct marketing toolTypes of
E-Mail marketing:Newsletter EmailCatalog andVideo EmailPress
Release EmailInvitation and Survey EmailThank-You
Email3Tobocbiz.com Act Alleviate Accelerate
4. EDM StrategyEDM Strategy GiveYour Subscribers valuable
Content Create a Clear Call to Action Be Aware of When and How
Often to Send your Email Use a Consistent Format forYour Email
Newsletter Offer Both HTML and Plain Text Email Formats MakeYour
Email Readable with Images Disabled Address Recipients by Name Use
appropriate, relevant landing pages Domain/IP Backlisting DB
(Email) Segmentation Testing4Tobocbiz.com Act Alleviate
Accelerate
5. EDM Best PracticesEDM Best Practices Keep the Main Message
and Call-to-Action Above the Fold KeepYour Email 500-650 Pixels
Wide Targeted Devices:They are mainly Desktops,Tablets and Mobiles
Resolutions: Desktops: 500-650 pixels wide;Tablets: 500-650 pixels
wide;Mobiles: Portrait mode 320 pixelsLandscape mode 480 pixels
PutYour Logo in the Upper Left-Hand Side of the Email5Tobocbiz.com
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6. EDM Best PracticesEDM Best Practices Write Compelling
Subject Lines: not more 30-50 characters Set Expectations right
Make your Subject Line count Appropriate, relevant landing pages
Prominent opt-out links Email Footer clear unsubscribe link ,
Privacy Policy Conduct a 5-SecondTest Words to Avoid Free,Act
Now,All New, 50% Off, Call Now, Subscribe Now,Discount, DoubleYour
Income6Tobocbiz.com Act Alleviate Accelerate
7. DB QualityDB Quality How to Build a quality email marketing
DB(database) list: Identify the value of an email address Set
objectives for building an email marketing list Never miss a chance
to ask for permission to email a customer Always ensure the
Subscribe form on your home page is easy to find Ask for the
minimum of information at the time of sign up State your privacy
policy clearly Avoid third party data Keeping your database clean
Using your database to improve profitability DB - Email List
Segmentations7Tobocbiz.com Act Alleviate Accelerate
8. DB Quality(cont)DB Quality(cont) Reasons WhyYour Domain/IP
Got Blacklisted Your company didnt respond to spam complaints
lodged against it. Your domain is hosting malware or a compromised
website You bought a bad mailing list You spammed! If you use a
third-party company to send mailers for you Your IP falls in the
range of addresses that are suspected of spamming and
alreadyblacklisted. If your subject line or senders address does
not give the impression of beinglegitimate. Your content is all
crammed with nothingsubstantial to talk about.8Tobocbiz.com Act
Alleviate Accelerate
9. Anti-spam,Assured Landing in InboxAnti-spam,Assured Landing
in Inbox The Spam Act: By sending out emails to potentially
hundreds of people you run the risk of being reportedas a spammer
Key to the Spam Act is that you must have the persons permission to
send them an email To avoid being mistaken for spam when sending
email: Dont use money patterns in the subject line Dont include
advertising words: best selling, cash, free, guaranteed, money,
satisfied and so on Dont leave the subject field blank Dont send
unsolicited attachments Dont use all capitals Dont use
words/phrases that have adult meaning Do use a repeated pattern in
the subject line Do use a familiar name/email address9Tobocbiz.com
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10. EDM Simple Process FlowEDM Simple Process
Flow10Tobocbiz.com Act Alleviate Accelerate
11. Creating a CampaignCreating a Campaign There are a million
ways to make your newsletter look sharp and effective withimages,
fonts, layouts and color schemes but the overall makeup needs to
have thefollowing: From Address: Ex- [email protected] Subject
Line: should be clear and prompt so readers open the email
IncludeWebVersion: include a web link where the entire email or
newsletter can beviewed online. Header: Always try to include a
company logo at the top of your email Call to Action: Every good
email has a strong call to action in which you clearly state whatit
is you want the reader to do The design of your email sets the tone
for your entire project. It is the heart ofthe newsletter. Content
: that is relevant to your business but, more important, content
that willbe relevant to the recipients11Tobocbiz.com Act Alleviate
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12. Creating a CampaignCreating a Campaign Links: some point
you will need to offer some kindof escape, whether it is to your
website, blog or alogin page if you offer a service. Pictures:
Reading plain text with no images is justboring. Even one picture
can jazz up an email to thepoint of making it readable. Composing:
Your newsletter can have the bestdesign, snazzy images, and killer
navigation but ifyour copy is boring, it wont matter. Engage
andinfluence your readers. Testing: Test your template first to
make sure itllwork in all the different email applications out
there.Once youve found all the little bugs and yourtemplate is
fully optimized, then you can startsending.12Tobocbiz.com Act
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13. Strategies for landing page designStrategies for landing
page design Design Promotion - Specific Landing Pages MakeYour
Headlines Connect Keep the Copy As Short & Simple As Possible
Create Credibility Focus on Eye -Tracking13Tobocbiz.com Act
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14. EDM BenefitsEDM Benefits Highly Targeted Immediate Test and
Refine Measurable Reach Better conversion rates Cost
effective14Tobocbiz.com Act Alleviate Accelerate
15. Branding,Target MarketingBranding,Target Marketing Think of
a branded email marketing campaign as a virtual billboard
Personality andVoice A ConsistentTemplate A Branded Preview Pane
Branded Landing Pages A Consistent Style of Imagery Branding email
marketing campaigns are all about reaping long-term rewards. Target
marketing is most effective when used to market the same product
orservice to different target markets. For instance, a restaurant
can pursue different target markets by tailoring its message: For
senior citizens - the marketing messages can focus on early-bird
specials andmenus for special dietary needs. For families - the
messages can highlight what makes the restaurant the ideal
kid-friendly destination.15Tobocbiz.com Act Alleviate
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16. Email deliverability TechnologyEmail deliverability
Technology An ESPs MTA (mail transfer agent) may not be able to
support some essential featuresthat are required for enhancing
deliverability. Static/Dedicated IP address (Dedicated for higher
volumes) Multi-part emails (text & HTML) Throttling Sign
outgoing messages with DKIM Retry feature for temporary
failures/greylisting IPWarming16Tobocbiz.com Act Alleviate
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17. Importance of eDM Testing checklistImportance of eDM
Testing checklist Testing is essential for an email campaign, no
matter how experienced you are. Email deliverability testing goes
further than just seeing if the email has a good inboxplacement.You
also want to stimulate good email marketing results. Design:
Customers will see across all devices and email clients is very
important foryour emails results Content: Email providers check
content of emails as another step in fighting the waragainst SPAM.
Data: It is all about keeping the list clean.This involves some
process, reporting and ESPservices at every stage of a
campaign.17Tobocbiz.com Act Alleviate Accelerate
18. Email Marketing GlossaryEmail Marketing Glossary Open Rate:
In the simplest form, open rates tell you how many people opened
your email. CTR :The percentage (the number of unique clicks
divided by the number that wereopened) of recipients that click on
a given URL in your email message. Landing Pages: A web page that
is linked to an email for the purpose of providingadditional
information directly . It is best to send online users to a landing
page to sign up orfollow your call to action. Hard Bounce/Soft
Bounce: A hard bounce is the failed delivery of an email due to
apermanent reason like a non-existent address.A soft bounce is the
failed delivery of an emaildue to a temporary issue, like a full
mailbox or an unavailable server.18Tobocbiz.com Act Alleviate
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19. Email Marketing GlossaryEmail Marketing Glossary
Call-to-Action: What youre asking your subscribers to do in your
email: click a link,forward to a friend, watch a video or cash in a
promotion. Conversion Rate: The number or percentage of recipients
who respond to your call-to-action in a given email marketing
campaign or promotion.This is the measure of your emailcampaigns
success. Bounce Rate: In email marketing bounce rate refers to the
percentage of email addresses inyour subscriber list that didnt
receive your message because it was returned by a recipientmail
server. A/B testing: Also known as split testing.This is when the
list is divided into two parts, eachof which is tested with a
variation of the message.19Tobocbiz.com Act Alleviate
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20. Reporting and TrackingReporting and Tracking The only way
you will ever truly know how your email marketing campaigns
aredoing is by tracking results, analyzing statistics and comparing
the numbers aftereach sent campaign. There are several areas of
your email message that you can adjust to help improveopen rates.
Monitor overall website traffic so you can determine what
percentage is comingfrom your email marketing efforts. There are
two kinds of bounce rates, soft and hard.You want to avoid as
manyhard bounces as possible as it hurts overall deliverability
rates.20Tobocbiz.com Act Alleviate Accelerate
21. Email Marketing FactsEmail Marketing Facts 92% : of all
marketers employ email marketing campaigns 58% : of people start
their online day by reading emails 83%: Used the Report Spam button
80%: Use it without opening the message 73%: Base decision on the
"from" line 69%: Base decision on subject line 20%: Use the spam
button to unsubscribe In just one-twentieth of a second, less time
than it takes to blink, people makejudgments that will influence
their experience of your landing page.21Tobocbiz.com Act Alleviate
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22. Email Marketing Strategy Checklist for 2013Email Marketing
Strategy Checklist for 2013 Segment your email lists Optimize your
emails for mobile Integrate your email marketing with social media
Write copy that converts Pay attention to your confirmation emails
and thank you emails Use A/B split testing to improve your email
campaigns Optimize your landing pages Be sure your email design
drives conversions Do NOT Neglect Reporting and Testing Measure
your email ROI22Tobocbiz.com Act Alleviate Accelerate
23. To know more, feel free to write to usTo know more, feel
free to write to [email protected]@tobocbiz.com
orVisitorVisitwww.tobocbiz.comwww.tobocbiz.com23Tobocbiz.com Act
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