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Best Practices in Email Marketing How to create a powerfull email campaign Codzu is the Dubai-based B2B Service Partner of your Marketing Automation strategy. Visit us at www.codzu.com
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www.codzu.com
How to create a successful email campaignEmail Marketing Best Practices
Laurent Mairet
www.codzu.com
Our missionEmpower our clients customers database with solid technologies and strong professional services handling turn-key projects so they develop better marketing automation, email marketing and social strategyOur servicesMarketing Automation and Email Marketing
solutions and campaigns managementSocial Infrastructures and Gamification modules
integrationWeb and Mobiles Apps Development
About Codzu
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Email MarketingEmail Marketing has become an IndustryPowerfulCost-effectiveInteractive and driving sales
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Email MarketingNeed to follow best practices to be successfulNot "spray and pray“ any moreIt's all about communicating the right
message to the right person at the right time.Be meaningful and relevant to our
customers
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Golden triangle
Plan
CreateControl
SuccessfulEmail Campaign
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PLAN
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Know you customersQuality Over QuantityCommunicate on Opt ins recipientsSegment your target and adapt your
messageBuild a relevant Social CRMManage your database to keep it
updated
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Target your messagePersonalize headers with recipients'
names, and tailor messagesGreet contacts individually and
personallyKeep the benefit-driven message
simple and supported with appealing and relevant creative
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Bring real value offerMake sure your emails are worth the
time it takes to read themOne messagePropose direct-purchasing opportunityClear call to actionGo ‘to-the-point’ and not long-winded
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Define your MetricsDefine the metrics that measure your successUseful ones:"open rate" (which validates the efficacy of the list
of addresses being used)"click-through" rate (evaluates the relevancy of
the content and the value to the customer)"conversion rate" (measures the alignment of the
right message to the right person at the right time)cost per acquisition (assesses the relative
effectiveness of the method used).
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Test before sendingDifferent email clients and webmail
compatibilityCross devices optimizationMake sure you send both HTML & plain textUse real-time A/B testing to check which
template works better
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CREATE
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Avoid SPAM zoneAvoid SPAM zoneClear & accurate subject lineDo not use spam-linked words in the subject line.
Don’t write “free” or use a lot of exclamation points!!!!!!Do not use bright red fontsDO NOT YELL WITH ALL CAPSUnsubscribe, provide fast suppressions of opt-outsSnooze feature: let contacts take a temporary
break instead of opting out completely
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Sender & Subject lineRelevant to your target audiencePunchy, action-oriented, or time
restricted email subject“You are Invited to a Secret Sale Tomorrow from 3 p.m.--6 p.m.”
Company name in the From field & Subject lineBuild trustImprove open rates
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Provide RichmediaDynamic content
Personalization of content based on dynamic data – ie Reward Craze points notification
Link email with dynamic landing pagesVideos, soundsSocial sharingE-commerce
Place links in the right place Dynamic call to action
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Multi-channelIntegrate Email campaigns in a global
Marketing strategy, as a supportCombined with a powerful, cross-
media personalization tool and creative ways to engage with your brandie: Double opt-in
SMS + emails transactions campaign
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Go viral, Go socialGive a chance to spread the messagePropose Share on Twitter, FacebookInvite friends, forward emailIntegrating Social Media and E-Mail
Marketing
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Manage TimeManage the best Sending Time to
maximize successPrefer before lunch-break or leave
officeAvoid Sunday morning in MENA! ;)Make sure you can answer questions
and calls
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CONTROL
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Analyze resultsAlways analyze results and think of new ways to
reach better results.Things you should measure include:Total click-throughs receivedTotal clicks each link receivedWhich piece of content was most popularTotal number of unsubscribesSpikes in website trafficSpikes in social media activityIncrease in followers on social mediaAdjust and optimize for next time
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Manage reactionsJust after the sending make sure the organization
is ready to take the followingAnswer questions Reply to reactionsManage sales volume increase & Deliver ordersUpdate the databaseEngage with follow-up campaigns
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Golden pyramid
Email MarketingProfessional Service Partner
Your Multi-channel Marketing Strategy& actual user database management policy
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Partner with us
DesignImplementation
WebDevelopment
Mobile AppsDevelopment
Email campaignManagement
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Case studies
Email connected with dynamic contentGamification & rewarding platformSocial interaction scenarios> Silverpop technology
Biggest Email Marketing Cie in MENA18m emails database400m email / years> Silverpop technology
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Best Practices1. Plan your email campaign, define your goals2. Segment, personalize and be relevant3. Chose a trusted Sender & write a great subject line4. Design a strong campaign creative5. Direct customers through to a relevant landing page6. Test before you send & define relevant metrics7. Measure campaign success & results8. Keep testing and learning to improve the next campaign9. Update your email data list to keep it accurate10. Integrate your emails with other communications
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Dubai Media City, P.O. Box 502382, building 8 - DubaiTel +971 4 441 4238 / Fax +971 4 441 [email protected]
Hand book
Wanna know more?
Visit us at codzu.com
Get our Best Practices Handbook
www.codzu.com
Dubai Media City, P.O. Box 502382, building 8 - DubaiTel +971 4 441 4238 / Fax +971 4 441 [email protected]
Hand book
Thank you!
Visit us at codzu.com
Get our Best Practices Handbook
