Six Tips for Email Marketing That Work

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Learn how to improve your online media marketing campaigns with six tips for email marketing that work.

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Six Tips for Email Marketing That Work

  1. 1. Six tips for email marketing that work www.marketscan.co.uk
  2. 2. Return the wreath and cancel the hearse Despite what you might have heard, the use of email marketing and data lists are not dead. Statistics show that: Email is the number one online activity True, consumers got wise to email marketing being used as a channel to push products or services, but it’s still a viable medium for creating B2B links and brand awareness using the correct email data. What’s more, it’s now completely mobile too, through the proliferation of Smartphones, tablets and other portable devices. 75% of all online adults say email is their preferred marketing method 1 www.marketscan.co.uk
  3. 3. Here’s how to ensure your email marketing campaign works: www.marketscan.co.uk
  4. 4. 1. Choose the right Email Service Provider www.marketscan.co.uk
  5. 5. 1. Choose the right Email Service Provider The key to choosing an Email Service Provider is reliability. Whether it’s uptime, helpdesk support, response time, back-up, monitoring or compatibility, it’s important to research first and be sure you are getting an ESP that can handle the demands your email marketing will put upon it. remember, 99.5% uptime is two days’ annual downtime The software should always work, no hiccups or quirks. And the phone should always be picked up by the ESP, as an example for capable and active support. Jordie van Rijn, Email Vendor Selection www.marketscan.co.uk
  6. 6. 2. Define your mailing lists www.marketscan.co.uk
  7. 7. 2. Define your mailing lists Segmented campaigns distinctly improve global email newsletter opens, clicks and bounces. “Batch and blast” email marketing is dead. Long live segmentation. Analyse your database and cross-reference with subscriber information. Hitting the right people at the right time in the customer cycle encourages the desired action and a sense of trust that can be achieved through personalisation, increasing brand awareness. Personalisation in the message has a 2.2% higher click-through rate than personalisation in the subject line. And a 1.9% higher click-through rate than personalisation in both the message and subject line. www.marketscan.co.uk
  8. 8. Ten Second Case Study Corporate Direct began personalising their emails by including the client’s Account Manager’s name into the from name and merging in their full contact details at the bottom of the email. This had a huge impact on open rates. on average these increased by around 40% as people recognised the sender. www.marketscan.co.uk
  9. 9. 3. Choose a strong content style www.marketscan.co.uk
  10. 10. 3. Choose a strong content style Building awareness is key. Align the content of your emails to the individual you are addressing, as per segmentation. Be different and avoid ‘push’ selling; offer value and don’t give cause to unsubscribe. www.marketscan.co.uk
  11. 11. 4. Choose compelling subject lines www.marketscan.co.uk
  12. 12. 4. Choose compelling subject lines Your subject line is the first thing a lead will see and can mean the difference between opening and deleting. Make them powerful, make them compelling, arouse curiosity, test different wording and analyse response data. Keep them pointed. Only 26% clicked on an email because of a special offer 47% of email recipients are drawn to opening an email due to the subject line alone www.marketscan.co.uk
  13. 13. 5. Follow best practice www.marketscan.co.uk
  14. 14. 5. Follow best practice Avoid words known to trigger spam filters. CHEAP Cash Avoid Never Hello Keep links blue – everybody recognises blue links. Don’t allow confusion to get in the way of action. Add social share buttons. Studies show that emails including a social share button enjoy a 115% higher click-through rate than those that don’t. Always offer the opportunity to unsubscribe, even though it’s the last thing you want. Familiarity breeds contempt – exhibit self control. An unrelenting stream of emails will only encourage spam reports and unsubscribing. Make each email count. Proof read your communications – typos look sloppy and unprofessional and are guaranteed to turn prospective leads off. www.marketscan.co.uk
  15. 15. 6. Measure the results of email marketing campaigns www.marketscan.co.uk
  16. 16. 6. Measure the results of email marketing campaigns Measure the effectiveness of your email marketing campaigns. Use analytics to establish who clicked on what and when. Ignore open rates; it’s the mobile age, yet iPhones measure a deleted email as one opened. Remain on top of all metrics*; invaluable intelligence can be drawn from: Click-Through Rates (CTR) The number of recipients who clicked on a link or links in the email. Conversion Rates The percentage of those who clicked on a link and went on to perform the desired action. Sharing Rates The proportion sharing or forwarding the email to a friend. Revenue Per Email A calculation of the ROI, dividing total revenue by number of emails sent. *Requires integration of your analytics platform and Email Service Provider. www.marketscan.co.uk
  17. 17. And finally... www.marketscan.co.uk
  18. 18. Follow up every lead. 40-50% of all inbound sales leads are never followed up and sales are lost to a competitor. www.marketscan.co.uk
  19. 19. www.marketscan.co.uk 1 BLUEPRINT FOR DIGITAL MARKETING SERIES: Using measurement to never lose a retainer Learn how you can increase leads and boost sales. download our free eGuide: Blueprint for digital marketing series: Using measurement to never lose a retainer www.marketscan.co.uk

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