Download - Email Marketing Campaign
Agenda
Why Email Marketing?
Email Process
Campaigns types
Standard Metrics
Sophisticated Segmentation
Targeting
Reports & Analysis
Tools Used
Template Best Practices
Why Email Marketing?
Exact Geo Targeting New customer Acquisition
Refer a friend
Large Audience
Targeting missed audience
Why Email Marketing?
Mobile Friendly Revenue Growth
Social media incorporationEasy to reach out to customer
Email is faster than other operations – No need to wait
for result
Exact customer targeting
Email process
Email process
Email Design Email template design and coding. Email Content/ Colour Optimization to ensure higher deliverability rates.
Quality Assurance Check Email Spam Scores. Check emails across various browsers – IE 6,7,8, Mozilla & Chrome. Check email across various email clients – Yahoo, Hotmail, Gmail, Outlook
2003/2007.
Email Marketing DB Cleaning & Uploading. Test Email sent to check email delivery. Batch & Schedule Email Blasts. Weekly & Monthly Reports. Analysis & Recommendations.
Campaigns types
Promotional mailers
Transactional mailers
Newsletters & press releases
Awareness Campaign
Welcome Campaign
Re-Engagement Campaign
Lead generation campaigns (B2B & B2C)
Social media targeted campaigns
Promotional mailer
Promotional email marketing is usually generic and impersonal, with offers on the product to entice customers to make a purchase. It is often called “Batch & Blast” as it is not custom nor segmented.
ExamplesDiscount offers/promotionsNewsletters (generic)press releasesNew product announcementsBranding messages
Transactional mailers
Transactional Emails are very specific to a transaction and may or may not contain a marketing message. These messages are targeted messages pertaining to a specific customer.
ExamplesOrder confirmationShipping confirmationAccount updatesService messages
Newsletters & press releases
Information sheet often styled in the format of a small newspaper.
Newsletters generally contain information that is of interest primarily to a special group.
Awareness Campaign
Awareness campaigns helps for branding & to gain the customer trust.
Welcome Campaign
Welcome campaign is to congratulate the customer who has added to our mailing list and it helps to maintain a good relationship with the customer.
Re-Engagement Campaign
Re-engaging is a chore Depending on your business niche,
you might try different means to win back your subscribers’ attention, but the process is often the same.
Steps to be followed:Identify the target groupChoose the win-back strategyExecute your win-back strategy
Lead generation campaigns (B2B & B2C)
Generating hot leads for the B2B & B2C campaigns by nurturing the leads. Examples : Webinar registration Product purchase
Social media targeted campaigns
Social media campaigns plays an important role in email marketing.Unlimited accessSimplicityGlobal reachContact buildingBrandingFlexibility & Measurability
Sophisticated Segmentation
Sophisticated Segmentation
Filter Description
Profile Target messages based on Profile data stored in the Profile Fields of a Mailing List.
Click through Target messages based on previous Clickthrough behavior.
Recency of response - Last Open Date - Last Click Date- Last Purchase Date - Last Event Conversion Date
Pass Along Target messages to subscribers based on whether they have or have not Passed a previous message along.
HTML Open Target messages to subscribers based on whether they have or have not Opened a previous message.
Targeting
Email campaigns is to deliver the right message to the right audience with a strong offer or value proposition.
Targeting based on the below factors: B2B
Designations/ Titles Industry types/ SIC code Time Zone Company revenue No. of employee's of the organization
B2C Geography Gender Based on their response Interaction with the template Recency & depth of visit
Targeting based on scoring
Emails sent
Customer Response (Open, Clicks Etc)
Score assigned based on their response
Based on scoring, planning a strategy for
the customers
Steps :1. Scores will be assigned to the email
records as per the response.2. Total score for each individual will be
captured.3. Based on the score, planning a
strategy for the customers.
Optimal Email Metrics Delivery rate Open rate Click-to-deliver rate (CTDR) = # of clicks / # of emails delivered Subscriber retention rate = ( # subscribers - bounce backs – # unsubscribe )/ #
subscribers
Optimal Behavior Metrics Bounce Rate = # of email campaign visits with a single Page View / # of email
campaign visits Depth of Visit = percent of email campaign visits that last longer than xx pagesActions Completed = percent of email campaign visits that watched a video
Optimal Outcomes Metrics Profitability = (revenue generated – campaign cost – cost of goods sold) / # of
emails sent Average Revenue per Email Sent = total revenue / # of emails sent Macro Conversion Rate = # of One Big Thing / # of email campaign visits
Standard Success Metrics
Tools used
Graphic mail
Sales Genius
Dream & Dream mail
True Influence
Marketo
Bronto
Mail chimp
Template Best Practices
Content Best Practices
Keep it short!
Use a minimum of graphical elements
Be Relevant
Personalization
Sections requiredPrivacy policyphysical addressAdd to addressCopy RightHosted version
Use Mobile Version
Update your profile option
Images to Text ratio
Make your content scannable
Valid from and reply-to-address
Avoiding words causing SPAM Free investment Free installation Cash bonus Promise you ...! No investment
Template Best Practices
HTML Best Practices
Good pixel width is in the 600-700 pixel range.
Use of web safe fonts.
Use standard ASCII charters.
Use internal or in-line CSS. Do not link to CSS.
Optimize the size of the images for quick loading.
Do not use flash.
Do not use JAVA script.
Do not use Borders & Nested Tables.
Do not put forms in your email. In case needs to be added fill out the information, provide the link to get the form.
Reporting & Analysis
Weekly & Monthly Reports- Click through rate (CTR), - Conversion rate (CR)- Delivery Rates,- Open rates, Click Rates- Profitability- ROI
Analysis & Recommendations for the future campaigns.
Valueleaf Services saves you with all this hassle and performs all these tasks for you in the most efficient way which helps you attain the best target oriented Email Marketing Campaigns. Get a Free demo!!
For Details Log on to: http://www.valueleaf.com/ Contact Us : 080 43595960 Email Us: [email protected]
Leave it to the Experts!!