Why Email Marketing?Exact Geo Targeting New customer Acquisition Large Audience Refer a friend Targeting missed audience
Why Email Marketing?Mobile Friendly Exact customer targeting Revenue Growth Social media incorporation Email is faster than otherEasy to reach out to operations – No need to wait customer for result
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 isusually generic and impersonal, withoffers on the product to enticecustomers to make a purchase. It isoften called “Batch & Blast” as it isnot custom nor segmented. Examples Discount offers/promotions Newsletters (generic) press releases New product announcements Branding 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. Examples Order confirmation Shipping confirmation Account updates Service messages
Newsletters & press releases Information sheet oftenstyled in the format of a smallnewspaper.Newsletters generally containinformation that is of interestprimarily to a special group.
Awareness Campaign Awareness campaigns helps for branding & to gain the customer trust.
Welcome Campaign Welcome campaign is tocongratulate the customerwho has added to ourmailing list and it helps tomaintain a goodrelationship with thecustomer.
Re-Engagement Campaign Re-engaging is a chore Depending on your business niche,you might try different means to winback your subscribers’ attention, butthe process is often the same.Steps to be followed: Identify the target group Choose the win-back strategy Execute 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 access Simplicity Global reach Contact building Branding Flexibility & Measurability
Sophisticated Segmentation Filter DescriptionProfile 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 DatePass 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 strongoffer or value proposition. Targeting based on the below factors: B2B Designations/ Titles Industry types/ SIC code Time Zone Company revenue No. of employees of the organization B2C Geography Gender Based on their response Interaction with the template Recency & depth of visit
Targeting based on scoringSteps : Emails sent1. Scores will be assigned to the email records as per the response.2. Total score for each individual will be captured. Customer Response3. 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
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
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 theinformation, 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.
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