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The role of the email within the inbound smarketing Strategy
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The role of the
Email within the
Inbound Smarketing strategy
José L. Giráldez Hunter of Customers &
Added Value Provider
Thank you page
*AVG ROI of an Email
$1 $40,65 (*) DMA (Direct Marketing Association)
FACT - 1 of marketers cite Email as the channel that offers
best ROI 63%
(*) Message System Co.
FACT - 2
Your DB LIST
decays at an avg of
per year
25%
FACT - 3
Email opens
in mobile devices
increased by
(*) From April 2011 to Sept 2011
34%
FACT - 4
“Your email marketing should be part
of a holistic approach
to educate your contacts”
KEY ELEMENTS OF A WORLD CLASS EMAIL
1 - Identify a SPECIFIC GOAL What is the desired action, once the email has been readen?
2 - SEGMENT your list 3 – PERSONALIZE as much as you can
4 – Use STRONG + VIBRANT + ACTIONABLE language
5 – CLEAR + COMPELLING subject lines + email copy
6– WRITE in the second person
KEY ELEMENTS OF A WORLD CLASS EMAIL
7- Focus on BENEFITS, not features
8 – Be BRIEF (NO more than 200 words) 9 – Concise SIGNATURE/FOOTER
10 – TEST it!!! (in different: Platforms, Devices, Systems, …)
11 – ANALIZE it!!!
TYPES OF EMAILs
EMAIL NEWSLETTER • It is expected (after all,it is the result of a subscription) • Optimal to promote Brand Awareness • You can use it to Repurpose Content • Suitable ofr Current Customers and for customers within the Nurturing phase • Can provide varied contents:
• Discounts • Information • Offers • Links to surveys • Announcements • New products • …
• Its lay out is complicated • It can be difficult to get attention on a CTA
TYPES OF EMAILs
EMAIL DIGEST • Summarizes existing info and delivers sanpshots
• “Top blog posts of the month” • “Top performance data of the month” • “Your daily pics” • …
• Much easier to consume than Newsletters (after all it is a list of links)
TYPES OF EMAILs
EMAIL STAND ALONE (Dedicated Mails) • It has only ONE purpose. One specific action (CTA) • Very focused • Easy to build • Fast to measure • Less consistent than other types of email
TYPES OF EMAILs
EMAIL NURTURING • It is timely • Must be an automated process • It is very targeted • Content related to the nuances and needs of the prospect • Only allows a passive tracking • Low concurrent buzz
TYPES OF EMAILs
EMAIL TRANSACTIONAL • The recipient is anticipating this email (triggered by its actions) • CTR will increase • Very high open rate • The secondary CTA is very important • Very focused
TEXT 2 THANK YOU!! 1
SHIPMENT DETAILS 3
SHIPMENT /ORDER DETAILS 4
CTA 5
SHARING BUTTON 6
+INVOLVEMENT BUTTON 7
SHOPPING BAG 8
ORDER IDENTIFICATION 1
TEXT 2
TRACK BUTTON 3
TRACK IDENTIFICATION 4
SHIPMENT /ORDER DETAILS 5
TYPES OF EMAILs
SPONSORSHIP EMAIL • Higly targeted • Ver exact calculation of ROI • You have to pay for it • Needs to invest in additional resources
MEASUREMENTS
BOUNCE RATE
• Emails not delivered!! (can be due to Hard Bounces or Soft Bounces)
• Hard bounces occur when delivery is attempted to an invalid email address,
• Soft bounces occur when the email server encounters an issue, such as a mailbox
that has reached capacity.
• A double opt-in list signup ensures that the email addresses on your list are functional
Total Number of emails that bounced
Total Number of emails sent X 100
MEASUREMENTS
DELIVERY RATE
• % of Emails delivered!!
• Look for a delivery rate of 95% or higher
• Remember: If you want to have any chance of engaging a customer/prospect
with an email campaign, that message has to get delivered to their inbox
Total Number of emails sent – (Hard & soft bounces)
Total Number of emails sent X 100
MEASUREMENTS
LIST GROWTH
• A measurement of how fast your email list is growing
• The natural churn rate of an email list can be 25% annually
• A steady, positive list growth rate helps keep your list healthy and contributes
to the overall success of your email-marketing program
New emails subscribers – (Opt outs + Hard bounces)
Total Number of subscribers on our list X 100
MEASUREMENTS
CLICK THROUGH RATE
• The click-through rate measures how many times the links in your email
message were clicked
• The CTR rate varies by industry and by Type of email.
• The more relevant your content and marketing messages are to your audience,
the higher the click-through rate
Total # of unique clicks
Total Number of links in the email X Total Recipients
MEASUREMENTS
EMAIL SHARING RATE
• The percentage of emails shared
• Can be shared through “Social Networks” or “Forwarded to a friend”
Total # of emails shared
Total Number of emails delivered X 100
MEASUREMENTS
EMAIL CONVERSION RATE
• Are you getting the results you’re looking for? That’s what this key metric tells you.
• The conversion rate tells you how many of the people you sent the email to actually
clicked all the way through to complete the desired conversion
Total # of people who converted
Total Number of recipients X 100
MEASUREMENTS
EMAIL OPEN RATE
• This metric measures the number of people who open an email message
• Open rates varied widely by industry
Total # of emails opened
Total Number of emails sent X 100
EMAIL UNSUBSCRIBE RATE
• The unsubscribe rate measures the number of people who “opt out” of your email list.
• In addition to measuring the quality of the subscribers on your list, it’s also a good
indicator of how relevant your audience finds your content.
Total # of unsubscribers
Total List X 100
José L. Giráldez Hunter of Customers
& Added Value provider
Athos-world
http://es.linkedin.com/pub/jose-l-giraldez/6/a08/0
GiraldezGo
+34 916419116
Some of the graphics come from public documents or web sites, and have been used with the sole intention of
delivering the messsage There are no commercial purposes behind this document
If you quit nobody will care, but you will always know it!!