Don’t Just Hit Send! Optimizing Email for Today’s Content Driven Marketing
Email Marketing Campaign
1. Agenda
Why Email Marketing?
Email Process
Campaigns types
Standard Metrics
Sophisticated Segmentation
Targeting
Reports & Analysis
Tools Used
Template Best Practices
2. Why Email Marketing?
Exact Geo Targeting New customer Acquisition
Large Audience
Refer a friend Targeting missed
audience
3. Why Email Marketing?
Mobile Friendly Exact customer targeting Revenue Growth
Social media incorporation Email is faster than other
Easy to reach out to
operations – No need to wait
customer
for result
7. 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.
Examples
Discount offers/promotions
Newsletters (generic)
press releases
New product announcements
Branding messages
8. 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.
Examples
Order confirmation
Shipping confirmation
Account updates
Service messages
9. 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.
11. 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.
12. 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 group
Choose the win-back strategy
Execute your win-back strategy
13. Lead generation campaigns (B2B & B2C)
Generating hot leads for the B2B & B2C campaigns by nurturing the leads.
Examples : Webinar registration
Product purchase
14. Social media targeted campaigns
Social media campaigns plays an
important role in email marketing.
Unlimited access
Simplicity
Global reach
Contact building
Branding
Flexibility & Measurability
16. 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.
17. 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
18. Targeting based on scoring
Steps : Emails sent
1. Scores will be assigned to the email
records as per the response.
2. Total score for each individual will be
captured. Customer Response
3. Based on the score, planning a (Open, Clicks Etc)
strategy for the customers.
Score assigned based
on their response
Based on scoring,
planning a strategy for
the customers
19. Standard Success Metrics
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
pages
Actions 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
20. Tools used
Graphic mail
Sales Genius
Dream & Dream mail
True Influence
Marketo
Bronto
Mail chimp
21. Template Best Practices
Content Best Practices
Keep it short! Use Mobile Version
Use a minimum of graphical elements Update your profile option
Be Relevant Images to Text ratio
Personalization Make your content scannable
Sections required Valid from and reply-to-address
Privacy policy
physical address Avoiding words causing SPAM
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22. 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.
23. 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.
24. Leave it to the Experts!!
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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: sales@valueleaf.com