Email marketing campaign

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This presentation is a detailed explanation to carry out email marketing to increase your sales,promote and advertise your company and services.

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Email marketing campaign

  1. 1. AgendaWhy Email Marketing? Email Process Campaigns types Standard Metrics Sophisticated Segmentation Targeting Reports & Analysis Tools Used Template Best Practices
  2. 2. Why Email Marketing?Exact Geo Targeting New customer Acquisition Large Audience Refer a friend Targeting missed audience
  3. 3. 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
  4. 4. Email process
  5. 5. 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.
  6. 6. 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
  7. 7. 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
  8. 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. 9. Newsletters & press releases Information sheet oftenstyled in the format of a smallnewspaper.Newsletters generally containinformation that is of interestprimarily to a special group.
  10. 10. Awareness Campaign Awareness campaigns helps for branding & to gain the customer trust.
  11. 11. Welcome Campaign Welcome campaign is tocongratulate the customerwho has added to ourmailing list and it helps tomaintain a goodrelationship with thecustomer.
  12. 12. Re-Engagement Campaign Re-engaging is a chore Depending on your businessniche, you might try different meansto win back your subscribers’attention, but the process is often thesame.Steps to be followed: Identify the target group Choose the win-back strategy Execute your win-back strategy
  13. 13. Lead generation campaigns (B2B & B2C) Generating hot leads for the B2B & B2C campaigns by nurturing the leads. Examples : Webinar registration Product purchase
  14. 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
  15. 15. Sophisticated Segmentation
  16. 16. 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.
  17. 17. 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
  18. 18. 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
  19. 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. 20. Tools used Graphic mail Sales Genius Dream & Dream mail True Influence Marketo Bronto Mail chimp
  21. 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 Add to address  Free investment Copy Right  Free installation Hosted version  Cash bonus  Promise you ...!  No investment
  22. 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 theinformation, provide the link to get the form.
  23. 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. 24. Leave it to the Experts!! Valueleaf Services saves you with all this hassle and performs all these 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

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