Introduction to email marketing Understand the basics of email marketing April 2013
Dec 23, 2015
Introduction to email marketing
Understand the basics of email marketing
April 2013
Section I page 2
Aim of email
1 email = 1 goal!!!• Informative email
• Generate brand awareness
• Generate leads
• Generate sales
• Tracking, tracking, tracking
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Tracking your results with Google URL builderhttp://www.google.com/support/analytics/bin/answer.py?answer=55578
Production should insert a tracking code so that every email is tracked and clients can measure success of campaigns
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Best Practices
Sender name must be easily identified
Optimize your subject line
A good subject line = lots of opens
http://kb.mailchimp.com/article/best-practices-in-writing-email-subject-lines
Avoid “spam” words (e.g. Free, Win, Special offer) and capital letters
Make it short and to the point
Maximum of 45 characters
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Best Practices
Do not use only pictures as they are likely to be blocked by most mailers as they cannot scan what the email contains
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Best Practices
It is recommended to use text and pictures
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Have a clear call to action
Best Practices
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Use bullets points
Users scan emails in less than 3 seconds before deciding if they read the content or not, so be short, concise and highlight the important keywords
Emails don’t generate conversions, they first need to generate clicks before generating conversion
Best Practices
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Best Practices
Good examples (of FRIENDly emails):
http://www.smashingmagazine.com/2010/02/15/email-newsletters-guidelines-and-examples/
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Best Practices
The future? Responsive design
http://blog.lyris.com/us/email-inspiration-six-great-responsive-email-designs/
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Target your audience
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Segment your target list
Why?
Whenever possible it is recommended to segment your list, the more targeted you are the better your response rate
Don’t worry about the total number of recipients, worry about the possible number of conversions
You can segment: By demographics (geographical area, job title, company name, etc.) By behaviour (opened a previous email but did not take action, etc.)
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Segmenting with Neolane
You can segment (include or exclude) by:
Job title, department, industry, company name
Country, postcode
Users that have clicked, opened, not clicked or not opened previous emails
Mix several subscriptions and de-duplicate users
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Be extra careful with sending frequency
Why? Every industry reacts differently to emails, but they all have one thing in common: they already receive too many emails. Commercial pressure should be taken into account when booking a slot for a client
When? Time of the day and day of the week have an importance on the responsiveness. NEVER SEND TWO EMAILS THE SAME DAY.
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Analyse and measure your results
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Delivered emails, opens, clicks, conversions
Classic metrics (bad ones):
• Unique open rate = unique opens / emails delivered
• Unique click rate = unique clicks / emails delivered
New metrics (good ones):
• Delivery rate = emails delivered / emails sent
• Click to open rate = unique clicks / unique opens
• Conversion rate = total number of conversions / emails delivered
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Email sent to 20,500 users
Delivered to 20,000 users
Delivery rate = 97.5%
Open rate = 15%
Click rate = 5%
C2OR = 33%
Conversion rate = 0.1%
3,000 unique opens
1,000 unique clicks
20 conversions
Delivered emails, opens, clicks, conversions