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7 email marketing refreshes

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  • 1. WHITE PAPER7 REFRESHES EMAIL MARKETING
  • 2. 7 REFRESHES EMAIL MARKETING The success of an email campaign can be determined by a variety of key performance indicators (KPIs): open ratio, click through ratio, conversion ratio, sales, unsubscribe ratio, etc. Email marketing success truly depends on your business objectives as well as overall customer engagement. Email programs that grow stale and stagnant are not going to entice and engage your most valuable assets – your email subscribers. Savvy email marketers are always pushing to evolve their campaigns and wisely incorporate the following seven proven email strategies. By doing so, they garner the strongest KPIs by capturing their subscribers’ attention time and time again. These seven strategies and tactics outlined below will assist you in maximizing your email marketing Return on Advertising Spend (ROAS): 1. The Basics 2. List Growth 3. Design Impact 4. Relevancy 5. Interactive Elements 6. Analytics 7. Automation1-888-BRONTO1 bronto.com
  • 3. #1 The Basics Alt Tags Why do email marketers continue to neglect alt tags? Alt tags are truly one of the easiest email elements to leverage whenSubject Lines optimizing templates, yet this brilliant element continues toWhy is it that we may spend a week crafting content and be excluded from most marketers’ html. An alt tag is the textcreating a compelling design, but falter on the subject line? content that appears when a subscriber’s email client doesn’tThe subject line is the first and possibly the only introduction render images. For those online retailers who create theirto your campaign that your subscribers may ever see. Take html as image slices (and there are plenty of you out there),the time and effort to create a truly relevant, engaging subject be certain to include the alt tags. This simple email tool canline that entices subscribers to open. For instance, if you entice subscribers to open and click with a savvy text call toare going to promote a percentage discount or free shipping, action without a single image displayed. As more and moreit’s critical to communicate the offer to your subscribers email clients, or more importantly subscribers, trend towardsimmediately. It’s surprising how many companies miss the turning off images, it’s important to use alt tags in every emailmark on clearly stating the offer within. For example, if you template. Take the time to create strong calls to action via altwant to promote $25 off a purchase of $100 or more, the tags. Instead of saying “picture of red shoes” for the alt tagsubject line that is going to initiate the subscriber to open consider the offer that you are promoting and include it withinis “$25 Off Your Next Purchase,” not “Preview our the alt tag. For example, “25% off your next shoe purchase,”Fall Inventory.” will engage the recipient and urge them to download images to learn more about your promotional offer. Even if you haveIf you are in the B2B marketing world, it’s equally as critical to a good balance of text to images, it’s still worth the additionalengage your subscribers by using a compelling subject line. effort to include alt tags in your email messages.Promoting new features, services or products may be veryappealing to B2B subscribers who yearn to learn more about Pre-Header Textyour offering. For instance, if you are a linen company who Pre-header text can be an email marketer’s best friend.works with hotels and have new offerings within your linen Think of this email element as pre-content that can toutlines, a persuasive subject line may be “Orders Available Now your promotional offers, new products, product features orfor our New Linen Line” versus “Follow up Regarding New services. Most marketers use it today to offer a web versionLinens.” The previous subject line creates urgency as well as for those that may have rendering issues, and yet it’s the mostreinforces the new line. valuable real estate in your email message. So instead of using the standard “If you are having difficulty viewing this email, click here” leverage this prime real estate to promote a strong call to action linking directly to the highlighted offer: • Save Now During our Preview Sale, 25% Off • Version 17.1 Just Released, Quantities Limited, Order Now A pre-header provides subscribers with immediate gratification without having to download a single image.1-888-BRONTO1 bronto.com
  • 4. # 2 List Growth The Right Call to Action “Subscribe” and “Register,” while often used, can denote an additional commitment from the subscriber. Consider a “JoinList growth is a critical aspect of your email marketing Now” or “Sign-Up” on your homepage or other areas whereprogram that should always be top of mind. If your list has you promote your opt-in to increase conversions. It’s alsobeen static over the last year, it’s time to implement important to continually test your proven champion call toalternative tactics to grow your opt-in list. It’s also important to action against new challengers.emphasize the word “opt-in” when discussing list growth. Thebenefits of growing your list organically are very clear: higher Embrace New Subscribersretention rate, more engaged audience, more profitability anda strong and stable sender reputation. The reality is that if Thank and welcome new subscribers immediately with asomeone has requested to receive communications from you, Welcome email highlighting the big wins of your emailthey are much more likely to interact with your email program. Build a robust Welcome series that touches newcampaigns and ultimately convert. subscribers consistently by bringing your brand to life with personal triggers geared towards building a strongHere are several key fundamentals to follow when growing relationship with each new subscriber.your email opt-in list:Easy to Find Opt-InCustomers should not have to search your site to sign up foryour email marketing efforts. Place your subscribe banner on # 3 Design Impactyour homepage and within your universal navigation bar so Seeking ways to boost your click-through and conversioncustomers can find it with ease. Give your subscribe banner rates? The design of your email templates may have morethe valuable homepage real estate it deserves. Don’t hide it impact than you realize. If you are creating an all image htmldeep within pages of content, requiring the visitor to dig to campaign, chances are many of your subscribers may not seelocate it. Offering your subscription in a highly trafficked area it. A 2010 MarketingSherpa survey found that “only 33 percentwill enable you to further engage an audience you may have of those surveyed have images turned on by default in theirpreviously been missing. email client.” Thus, consider using a reasonable text to image ratio. Text is every email marketer’s friend, always pepper textMake It Easy to Join elements throughout your email templates. In addition, haveThe easier it is for subscribers to join, the more likely they will. you experimented with your call to action, footer components,So, limit the form fields required to join your email program. header height or even dynamic content use? If not, youRequesting multiple fields, including preferences, may cause should. Your campaign will only be as successful as you allowa significant amount of form abandonment. Instead, get what it to be. Experiment with your design to see whatyou need to begin the dialogue and collect additional engages your subscribers.information over time through pointed drip campaigns or asmart “manage preferences” call to action.1-888-BRONTO1 bronto.com
  • 5. # 4 Relevancy # 5 Interactive Elements“Untargeted email programs increase costs by as much as In a web 2.0 savvy world, the need for email marketers to3.6 times the cost of targeted programs,” per the Relevancy be smarter with their email marketing tactics becomes evenGroup in 2010. Yet email marketers struggle to be relevant. more of a necessity than it once was. Using strategies thatAccording to eMarketer, “44% of marketers surveyed believe incorporate engaging elements such as share with yourthe biggest challenge in email is providing relevant content.” network (SWYN), videos, polls, and conversion pathsDelivering your email campaign to the right person, with the allow you to enhance your email marketing program withright message, at the right time is critical to your overall email components that encourage the subscriber to interact.marketing success. So how does one successfully create Of the many interactive elements, here are two that are easyrelevancy in their email marketing program? to implement:Applying the Right Metrics SWYNHow can you elevate the value of your communications, Leverage the power of social media within your emailreference a recipient’s purchase history or preference profile? template. Enable subscriber’s to become stronger brandYour success lies within your filed data and your ability to advocates by providing a SWYN feature in each and ev-segment. Leveraging a sophisticated segmentation tool ery email. Make it easy for subscriber’s to promote youragainst strong customer field data will enable you to serve email offers through Facebook and Twitter. According totimely and pointed lifecycle campaigns based on a MarketingSherpa’s “Email Marketing Benchmark Survey”subscriber’s affinity and purchase behavior. Take the time (2010), “Roughly 80% of marketers say that social sharingto plan and build an integrated application programming “extends the reach of email content to new markets” (81%)interface (API) between your e-commerce platform and and “increases brand reputation and awareness” (78%). Ifyour email service provider (ESP) – this endeavor will glean you haven’t incorporated this social feature into your emailincremental revenue streams via endless segmentation program do so before your next send.opportunities. VideosTiming Videos are everywhere. YouTube is a testament to how muchTiming is critical when ensuring relevance. Think back to people enjoy viewing anything from the mundane to the highlyyour subscriber segments. If you created a segment of entertaining. Think about how you would like to reinforce yourcustomers that have purchased shampoo in the past 30-45 brand through video. To include video within your emaildays, an appropriate campaign would include a discount off marketing program, here are just a few rules to live by:of their next shampoo purchase, or a buy one get one freecombo for shampoo and conditioner. Sending a campaign that • Always have the video stored outside of the email,speaks to their purchase behavior and preferences, as well as and link to it.creating campaigns that are sent at the most appropriate time, • Use text to describe the video.will yield a stronger ROI overall. • List the file size, length of video and formats supported. • Offer multiple video format choices to accommodate all users.1-888-BRONTO1 bronto.com
  • 6. # 6 Analytics Customer Satisfaction Programs Consider creating an automated message that will be triggered when a customer makes a big item purchase toTo create impactful email marketing, you need the ability gauge their satisfaction with the process.to overlay your web analytics data with your emailmarketing KPIs. You need the ability to take your email Abandonment Programsmarketing/web analytics integration beyond traffic analysis inan effort to gather specific data in real-time on your prospects When a customer abandons their shopping cart, trigger aand customers. Having access to this data will enable you to message highlighting their abandoned items and similarbuild true relationship email marketing. But how do you make product email recommendations to garner a higherit actionable? By gathering valuable insight into your customer conversion ratio.behavior, you can create segmented lists and lifecyclecampaigns that will significantly increase retention ratios. Win-Back ProgramsDig deeper into your data by combing audience segment If you haven’t had a customer return to your site or make aidentification, conversion analysis, path analysis, and purchase in six months or more, integrate a win-back emailbehavior tracking/metrics. This data can help you create a that entices the customer.closed-loop measurement of your email marketing program.To get started, identify your business goals and objectives Pursue these seven strategies within your email marketingand then create segments based on those. They could program to reap a higher overall engagement with yourinclude promoting a repeat purchase, encouraging a first time subscribers and create additional ROI in the months to come.purchase or increasing customer retention. The opportunitiesto entice and engage are endless. About Bronto# 7 AutomationTrigger based email marketing is extremely effective because Bronto Software provides the leading marketing platform forit provides a one-to-one touch based on the relationship online and multi-channel retailers to drive revenue throughbetween you and your subscriber. To be successful though, email, mobile, and social campaigns. Over 1000 organizationsyou must be certain to define your business rules, set including Party City, Etsy, Gander Mountain, Dean & Deluca,frequency limits and remember the importance of recency. and Trek Bikes rely on Bronto to increase revenue throughAutomated campaigns can trigger timely and relevant interactive marketing. The company won the Stevie Award formessaging that a subscriber is often excited to receive. Best Customer Service in 2009 and 2010 and was named aHere are three types of trigger based email campaigns that CODiE Award Finalist for Best Marketing Solution in 2011.you should incorporate into your current program: For more information, visit bronto.com or call 888-BRONTO-1. • Transactional Triggers • Recurring Triggers • Threshold TriggersThese trigger based campaigns can include:Cross-Sell/Up-Sell ProgramsYou can create effective cross-sell and up-sell emailcampaigns using trigger based actions from your customer’spurchase profile.Lead Nurture ProgramsCreate action based email triggers for your prospects thatspeaks to their interests and affinity.1-888-BRONTO1 bronto.com