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Email Marketing Best Practices

Email Marketing Best Practices



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    Email metrics Email metrics Presentation Transcript

    • Maciej Ossowski Director of EducationLondon, 21 Nov. 2012 Implix / GetResponse
    • Measure your success!
    • Open rate (OR)Indicates how many opens the emails Open rate is important, but not preciseAverage open rate in the UK: 18.35%
    • Subject line• the shorter, the better (45-51 characters)• questions can boos results• should URGE to action• shouldn’t reveal the entire offer• subject line = trailer• can’t be tricky or misleading!• repeat the sender’s name for better results
    • FROM field• brief, recognizable, customer-friendly• shouldn’t be changed frequently• B2C: use the company name in the FROM field• B2B: add the sender’s name• avoid vague names like „newsletter”, „admin”, „notification”
    • Snippet – your extra space
    • Email doesn’t have to be opened to sell!
    • Think about the REACH of newsletters!
    • Email marketing has „a long tail”
    • Click-thru rate (CTR)Indicates how many clicks an email averaged Click-thru rate is important and 100% precise Average CTR in the UK: 2.95%
    • Click-to-open rate (CTOR)• Measures the effectiveness of a call to action• Number of unique clicks divided by unique opens and multiplied by 100• Tells you about the relevancy of content• Average CTOR in the UK: 15.32%
    • List Churn Rate (CR)• 60%: sales content• 40%: „pure content” (education)• Average opt-out rate: 0.15%• List churn: irrelevant content, too high a frequency, list fatigue, lack of trust
    • Bounce rate (BR)• Soft bounces (mailbox full, temporary issues with receiving server)• Hard bounces (blocked, other)• User-unknown bounces• Soft bounce rate: 1-2%• Hard bounce rate: 2-3%
    • Complaint rate• Can hurt your deliverability!• Might be reported via a Feedback Loop• Decreases your reputation• Is always evaluated• Mustn’t exceed 0.2%
    • Reporting: opens, clicks, bounces, opt-outs, conversions, spam complaints
    • Open rates & click-thrus: performance comparison, hourly data
    • Social Sharing Stats: check how many people share your newsletters in social networks
    • test 5 variables of thesame email creativeanalysis of the mosteffective subject line,banner and call to actionautomatic selection ofthe best performingcreative and deployment tothe remaining part of thelist
    • Thank you!Mac OssowskiDirector of EducationImplix / GetResponseGetResponse.pl maciej.ossowski@ implix.com twitter.com/maciej_ossowski facebook.com/maciej.ossowski linkedin.com/in/maciejossowski