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Contributors to Successful Email Marketing Campaigns
Agenda
CONTRIBUTORS TO EMAIL SUCCESS
MEASURING EMAIL SUCCESS
DO’S & DON'TS OF EMAIL MARKETING
Q & A
What is Email Marketing?
Delivering professional email communications…
…to relevant and targeted audience
containing useful and relevant content for your audience…
Email Marketing Statistics
95% of those who opt into email messages from brands find these messages somewhat or very useful. (Salesforce)
35% of email recipients open email based on the subject line alone (Convinceandconvert.com)
Personalized emails improve click-through rates by 14% and conversion rates by 10%. (Aberdeen)
Companies that use email list segmentation saw 39% higher open rates and 28% lower unsubscribe rates. (Lyris Annual Email Optimizer Report)
The two biggest factors influencing open rates are the organization the email is from (64%) and the subject line (47%). (Chadwick Martin Bailey)
CONTRIBUTORS TO EMAIL SUCCESS
#1 Catchy Subject Lines
Create sense of urgency Don’t overuse urgent phrases
#2 Build a Powerful List
Opt-in forms on website
Sending emails to 3rd party
Organizing events
Using social media
Source a good database
#3 Segment Data List
Consumer preferences
Subscribers’ choice
Readers’ interest
Receivers’ behavior
#4 Email Templates
Crisp and Relevant
Precise Content
Proper Usage of Images
Call-to-actions
Responsive
#5 Email Settings
#6 Email Service Providers
Private IP address or Shared IP with very few users
Good reporting
CAN SPAM compliance
List Segmenting
A/B testing
Free trial
Pricing Plans
Customer support and training
Robust infrastructure
#7 Testing Strategies
Subject line
Email content
Call-to-actions
Day and time
MEASURING EMAIL SUCCESS
Components to Consider Metric
Delivery Rate
Hard Bounce Rate
Soft Bounce Rate
Open Rate
Click-Through Rate
Unsubscribe Rate
Cost per Visit
Cost per Conversion
Budget/Spend
DO’S & DON'TS OF EMAIL MARKETING
Do’s and Don'ts
Have easy to find 'un-subscribe
link'
Include HTML form, Javascript,
Activexor Flash
Set expectations and meet them Send irrelevant content
Invest time in crafting catchy
subject lines
Ignore Pre-headers
Pay attention to email design Send long emails
Send follow-up emails Forget Welcome emails
Segment you list Ignore the reports
Maintain the email frequency Ignore Spam Laws
