ROI Direct mail and email generated the best return on investment among media channels in 2006, according to respondents - both B2B and consumer marketers - to a new Harte-Hanks survey administered by CSO Insights.
Bir Doğrudan Pazarlama Kampanyasının Başarısı Uygulama Başarısı Doğru listeleme ve Doğru Kanal Kullanımı %40 Metin %15 Tasarım %15 Teklif %30 Kaynak: Sucessfull Direct Marketing Methods: Bob Stone
Before you craft the right message, develop a marketing strategy that addresses goals and objectives.
Use email marketing to accomplish what email does best – increase revenue, generate leads, strengthen customer relationships, increase Website traffic and build brand awareness.
Get the length right. A good rule of thumb is the more frequently you send campaigns, the shorter they should be. People will happily open a short "Tip of the Day", but almost no one wants to get something longer than that every single day.
Keep the message personal and casual. Think like a customer and write in a conversational tone – people crave a little humanity behind the corporate mask.
Avoid using ‘FREE’ in your subject line since it has been abused by spam marketers and arouses suspicion.
Be honest in your subject line and reflect what’s inside. State a clear benefit that motivates the recipient to open the message. The messages that get opened will be those that seem relevant and offer value.
Choose a subject line that captures immediate interest and makes people want to read more. For example, avoid vague subject lines like "Our September Newsletter." Instead, say something that engages your readers’ attention with an interesting topic or headline from the newsletter, such as "Best Practices for Email Marketing" or "Inside: Exclusive Interview with Tiger Woods!"
Use your subject line to encourage forwarding. The Association for Interactive Marketing (AIM) always adds "Pls. Forward" to the ends of their newsletter subject lines and they report it's more than doubled their circulation!
‘ Bounces’ are returned e-mails that are not received by the intended recipient. There are two types of bounce:
soft bounce: an e-mail returned because e-mail server not working (will resend later)
hard bounce: an e-mail returned with address unknown.
The level of bounces corresponds to the level of ‘gone-aways’, people who no longer live or work at a particular address, of a conventional direct mail campaign. With e-mail we have the benefit that it is easier to see when someone has moved on and we do not have to waste funds by continuing to
Hard bounces are of greatest concern to e-mail marketers. A high bounce rate indicates an e-mail list with a high proportion of e-mail addresses with errors or that have become out of date.
Clickthrough rate = nClick on Links/nReaders or nRecipients or nSent
The CTR is a key measure as it indicates the quality of the creative and offer. If you achieve good clickthrough the campaign will be a success provided the landing page or microsite is of good quality
The CTR can be reported in different ways, as shown in Figure 3.13. It is common to
report it as a percentage of those who open the e-mail (nReaders), which is useful for assessing the effectiveness of the creative and the offer, but for overall campaign success it is better to use a percentage of those received or sent.
Remember that since you may have multiple hyperlinks in the e-mail, using total clicks for calculating clickthrough rates may be misleading since some recipients may click more than once. Some e-mail marketers use unique clicks, which determine clicks from unique visitors to the microsite. Alternatively, for newsletters in particular, which have many links, you will want to report CTRs for the different hyperlinks in the message.
Great care has to be taken when quoting the response rate
Response rate 1: number of readers who clickthrough as a proportion of the number who open
the e-mail. This response rate will often be used by agencies or managers to describe the success of their campaigns, since it is the biggest number!
Response rate 2: number of readers who clickthrough as a proportion of those who received the e-mail (i.e. it excludes bounce). It is a better indication of the overall rate of success than response rate 1.
Response rate 3: number of readers who clickthrough as a proportion of those who were sent the e-mail (number broadcast).
Response rate 4: number of readers who complete an action as a proportion of those who were sent the e-mail. This action is usually responding to the form, but it could also include making a purchase, i.e. becoming a customer. This is the most meaningful indication of the overall success of the campaign, although, as discussed in the next section, each can be useful for understanding particular strengths and weaknesses of the campaign.
6. Rejects rate (more commonly referred to as unsubscribe rate):
Opt-out rate = nUnsubscribe/nRecipients
It is useful to monitor the unsubscribe rate of each campaign against the average unsubscribe rate. If the campaign unsubscribe rate is much higher it indicates a problem with the content or tone of the campaign.
7. Referrals rate (based on number of referrals of new prospects):
Referral rate =Number of referrals/Number of respondents
This refers to the viral element of an e-mail campaign, if used. If a campaign has involved generating additional leads through providing an offer to encourage disclosure of other e-mail addresses, then the referral rate can be measured as the number of referrals per respondent.
CP Proximity, Spain Amnesty International: Death Penalty
International Amnesty wanted to create social awareness about the rise in the number of death penalty condemnees during 2004. Cost of production needed to remain as low as possible.
To achieve maximum impact, we decided to use one message based on the real statistics held by International Amnesty. Everyday, more than 3 people are killed by death penalty around the world. With such a strong fact, we asked Amnesty International to provide a list with the people names of executed on the last year.
We used a very simple and powerful effect to reflect the fact that even though this is happening everyday in the world, nobody notices, as long as it’s not considered important enough to appear on the news. An email was sent and only after scrolling down to the bottom of the page was a list of 1,146 names of people executed was revealed.
Based on the concept “Even if you don’t see it, it’s happening”, a simple text effect is powerful enough to transmit International Amnesty message against death penalty, causing great impact and touching user deep inside.
The e-mail was sent to a 400.000 users and had a virality index of 78%.
The campaign won a Cyber Lions Gold on Cannes Festival.
CP Communication Proximity, Spain Amnesty International: Death Penalty