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UNDERSTANDING RESULTS-ORIENTED EMAIL MARKETING
Brought to you by
1 WHY IS EMAIL MARKETING STILL IMPORTANT?
MISCONCEPTIONS PEOPLEHAVE ABOUT EMAIL…
PEOPLE BELIEVE THAT EMAIL MARKETING MEANS SPAM.
REASONS THAT EMAIL WORKS
of consumers checktheir email daily.
of consumers prefer emailfor marketing communications
of marketers say they use email more than they
did three years ago.
4300%Email has a marketing ROI of
91% 77% 76%
Source: Radiacati and Vero
2GUIDE TO EMAIL MARKETING PERFECTION
STEPS TO EMAIL MARKETING SUCCESS
Determine your audience
Segment your contacts database
Send the right content at the right time
Define a clear goal for your email campaign
Test and analyze
Nurture your leads into customers
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STEPS TO EMAIL MARKETING SUCCESS
Determine your audience
Segment your contacts database
Send the right content at the right time
Define a clear goal for your email campaign
Test and analyze
Nurture your leads into customers
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Trying to Appeal to EVERYONE is
Appealing to NO ONE
DEFINE YOUR AUDIENCE
Download a FREE BUYER PERSONA CONCEPTING SHEET HERE
• DemographicsAge, Gender, Location, Profession, Income, Marital status
• PsychographicsInterest, Values, lifestyle, Behaviour, Personality.
• Primary Goal and Secondary Goals of your Target Audience
• Primary Challenges and Secondary Challenges Target Audience
Analyze the data to uncover patterns and develop BUYER PERSONAS; a model of your ideal customers.
Best practice to understand your audience entails developing BUYER PERSONAS. How? By original research on;
IDENTIFY YOUR BUYER PERSONAS AND UNDERSTANDWHAT STAGE THEY ARE INTHE BUYER’S DECISION JOURNEY
THE BUYER’S DECISION JOURNEY
STEPS TO EMAIL MARKETING SUCCESS
Determine your audience
Segment your contacts database
Send the right content at the right time
Define a clear goal for your email campaign
Test and analyze
Nurture your leads into customers
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5
6
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CLEAR GOAL FOR YOUR EMAIL
Generate leads
Collect feedback
Nurture existing leads
Educate customers and prospects
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STEPS TO EMAIL MARKETING SUCCESS
Determine your audience
Segment your contacts database
Send the right content at the right time
Define a clear goal for your email campaign
Test and analyze
Nurture your leads into customers
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5
6
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6 3%More clicks received on targeted email sends compared to non-segmented lists.
Source: Mailchimp
COMPANY SEGMENTATION
Company type
Industry
Company Size
ROLE SEGEMENTATION
Department
Seniority
Function
BEHAVIOURAL SEGEMENTATION
Conversion Events
Page Views
Email Opens
STEPS TO EMAIL MARKETING SUCCESS
Determine your audience
Segment your contacts database
Send the right content at the right time
Define a clear goal for your email campaign
Test and analyze
Nurture your leads into customers
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6
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SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
USE THE VISUAL CONTENT ADVANTAGE
VS
NEVER GET BROKE: Six Tips toFinancial Freedom
2016 will be a better year with ARM Pension and I want you be partof it. Here are the best 6 tip on how NOT to get broke from ARMPension
1. Set Specific Objectives : Set targets that will motivate you toachieve the other five steps to your financial independence.
2. Establish a Budget: A budget helps you control your expensesand reach your financial goals
3. Save! Save!! Save!!!: Reduce Impulsive buying, spend less, savemore. It is important to have savings, especially for unforeseenemergencies.
4. Start investing in other Assets: The earlier you start investing,the more time your money has grow. You’re never too young toinvest
BIG BRANDS STAY AHEAD USING VISUAL CONTENT ADVANTAGEConsider this recent email newsletter, which version do you prefer? 1 or 2?
1 2
STEPS TO EMAIL MARKETING SUCCESS
Determine your audience
Segment your contacts database
Send the right content at the right time
Define a clear goal for your email camapign
Test and analyze
Nurture your leads into customers
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5
6
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RELEVENT METRICS TO MEASURE
BOUNCE RATE:Te l l s you the va l id i ty of contacts on your database
LIST GROWTH RATE:H ow fa st i s yo u r s u bscr ib er l i s t g row i n g ?
OPEN RATE:Te l l s you the effect iveness o f your s u b j e c t line
RELEVENT METRICS TO MEASURE
CLICK THROUGH RATE:Are people engaging with your emails?
CONVERSION RATE:Ultimate measure of email campaigns
REVENUE/EMAIL SENT:M e a su re ret u r n o n i nve stm ent ( RO I ) o n e m a i l ca m pa ig n
INVEST IN ANALYTICSThe popular Email Management platforms offer variousanalytic advantages, however, consider investing in deepmarketing analytics and CRM software that integrates withyour website.
STEPS TO EMAIL MARKETING SUCCESS
Determine your audience
Segment your contacts database
Send the right content at the right time
Define a clear goal for your email campaign
Test and analyze
Nurture your leads into customers
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5
6
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LEAD NURTURINGThe process of building relationships with prospects with thegoal of earning their business when they are ready.
PERSONALIZE DRIVES RESULTS
Leads who are nurtured with targeted content produce a 20% increase in sales opportunities
40% of consumers buy more from retailers who personalize
the shopping experience across channels.
Personalized emails improve click through rates by 14% and
conversion rates by 10%.
Monitor email open frequency and total opensfor each contact to measure interest rate andimmediately follow-up with a personalizedemail.
Use SIDEKICK or MIXMAX to track email opensfor personalized emails sent from Gmail andOutlook accounts.
FOCUS ON ENGAGEMENT
Link images to your offer’s landing page
Add a Call-To-Action to the signature
Use actionable language to be clear and compelling.
Hyperlink the appropriate copy in the email
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Use the Visual Content Advantage1
Optimize for Mobile using responsive templates6
Source: Hubspot
We believe in the power of Visual Communicationtemitope@theinfoplotter.com | www.theinfoplotter.com
07058534605
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