This document provides best practices for permission email marketing. It discusses getting permission through opt-in processes, developing targeted content, testing different subject lines and formats, analyzing metrics, and segmenting lists. The goal is to build trust and engage subscribers by sending personalized, relevant messages. Examples are given of how one organization improved their open and click-through rates from 12.9% to 21.4% and 4.8% to 9.2% by surveying subscribers, creating new content types, and updating their design and website.
Evaluate your email marketing performance with an email marketing audit from Markitors - https://markitors.com/email-marketing-audit/.
Here's a sample email marketing audit report. It includes an analysis of:
// Subject Lines
// Sender Name
// Personalization
// Body Copy
// Image
// Call to Action
// Mobile Optimization
// Frequency
// Send Time
Learn more at https://markitors.com.
This presentation, presented by Carl Wochele from R&A Marketing, will introduce and stress the importance of Search Engine Marketing has on an everyday marketing plan.
Evaluate your email marketing performance with an email marketing audit from Markitors - https://markitors.com/email-marketing-audit/.
Here's a sample email marketing audit report. It includes an analysis of:
// Subject Lines
// Sender Name
// Personalization
// Body Copy
// Image
// Call to Action
// Mobile Optimization
// Frequency
// Send Time
Learn more at https://markitors.com.
This presentation, presented by Carl Wochele from R&A Marketing, will introduce and stress the importance of Search Engine Marketing has on an everyday marketing plan.
www.MarketMyMovie.com
Internet film marketing and distribution seminar taught by Allen Chou, President of Passion River Films on 3/19/09 at Ralphie Boy Studios, NYC. For more tips on DVD distribution and info on the next film distribution and movie marketing class, join the newsletter at: www.MarketMyMovie.com
See more or contact us at JumpStartWeb.com or PlusROI.com.
This deck features slides from the Web Marketing Success 2012 Seminar at Vancouver Island Tech Park. Presented by Robert Cooper of PlusROI Online Marketing and JumpStartWeb.
The slides are not necessarily self explanatory, but have some good information on some of the most important areas to consider for web marketing, as well as notes on some of the hottest emerging opportunities (like Mobile).
This is a beginners guide to Search Marketing that covers the basics of PPC, SEO & how Google and the major search engines rank web sites.
If you are interested in learning more about Wpromote PPC Management or other online services, please visit us!
How to gain a competitive advantage by using a blog. What are the steps to take before setting up a blog to make sure content is both unique and targeted to the right audience before revealing how to convert this readership with specific tools and strategies that should be incorporated into every blog.
Key learning points include:
- Just having a blog is not enough to improve your SEO efforts
- How to properly research content ideas that will create a bigger impact
- How to bring in more traffic to your site
- How to convert long tail traffic
- What kind of CTAs to use on your blog to increase the right kind of conversions
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
SEM Marketing 101 - Key to great SEO is an Amazing WebSiteMaximiliano Lopez
SEM Marketing 101 - Key to great SEO is an Amazing Website.
Many people pay for PPC and SEO when their base website is not capable of converting qualified leads.
Merit Event - E-Mail Marketing - How to do it Right!!!meritnorthwest
Email marketing is one of the most misunderstood and misused forms of marketing available to any business. Used right it can be a great benefit, linking you to your consumer in a personal, interesting and involving way. Used wrong it can be a complete pain in the neck, alienating your target audience, and causing annoyance and frustration.
Most emails never arrive in the inbox, look wrong if they do arrive and are deleted quickly by the majority of people. Over 80% of all emails received in your inbox are probably spam, some are irritating, some are offensive, some are dangerous, and some are trying to steal your money.
So how can you avoid, or at least minimise this for your emails? How can you make your work stand out and support your objectives?
This presentation covers how to create emails which will generate results, what pitfalls to avoid and how to make sure you get the most from your efforts. It is not a masterclass in email technology, there will be no email systems presented or suppliers recommended. It is a review of how to ensure that you maximise the opportunity through, getting the right data, designing the right email, to putting in the right copy, directing customers to the right place and what to do with them when they get there.
The intention is to allow you to take a critical look at your email marketing and make changes straight away which will improve your results.
Martin Corlett-Moss is the MD of Mobious, a digital and direct agency based in Cheshire and Newcastle-upon-Tyne. The agency runs email campaigns for businesses varying from Lloyds TSB Autolease, Sage and Carling, to Newcastle Race Course and Cholmondeley Estates. The agency was voted in the Top 100 outside of London this year and as the best agency in the North East for the 2nd year running.
www.MarketMyMovie.com
Internet film marketing and distribution seminar taught by Allen Chou, President of Passion River Films on 3/19/09 at Ralphie Boy Studios, NYC. For more tips on DVD distribution and info on the next film distribution and movie marketing class, join the newsletter at: www.MarketMyMovie.com
See more or contact us at JumpStartWeb.com or PlusROI.com.
This deck features slides from the Web Marketing Success 2012 Seminar at Vancouver Island Tech Park. Presented by Robert Cooper of PlusROI Online Marketing and JumpStartWeb.
The slides are not necessarily self explanatory, but have some good information on some of the most important areas to consider for web marketing, as well as notes on some of the hottest emerging opportunities (like Mobile).
This is a beginners guide to Search Marketing that covers the basics of PPC, SEO & how Google and the major search engines rank web sites.
If you are interested in learning more about Wpromote PPC Management or other online services, please visit us!
How to gain a competitive advantage by using a blog. What are the steps to take before setting up a blog to make sure content is both unique and targeted to the right audience before revealing how to convert this readership with specific tools and strategies that should be incorporated into every blog.
Key learning points include:
- Just having a blog is not enough to improve your SEO efforts
- How to properly research content ideas that will create a bigger impact
- How to bring in more traffic to your site
- How to convert long tail traffic
- What kind of CTAs to use on your blog to increase the right kind of conversions
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
SEM Marketing 101 - Key to great SEO is an Amazing WebSiteMaximiliano Lopez
SEM Marketing 101 - Key to great SEO is an Amazing Website.
Many people pay for PPC and SEO when their base website is not capable of converting qualified leads.
Merit Event - E-Mail Marketing - How to do it Right!!!meritnorthwest
Email marketing is one of the most misunderstood and misused forms of marketing available to any business. Used right it can be a great benefit, linking you to your consumer in a personal, interesting and involving way. Used wrong it can be a complete pain in the neck, alienating your target audience, and causing annoyance and frustration.
Most emails never arrive in the inbox, look wrong if they do arrive and are deleted quickly by the majority of people. Over 80% of all emails received in your inbox are probably spam, some are irritating, some are offensive, some are dangerous, and some are trying to steal your money.
So how can you avoid, or at least minimise this for your emails? How can you make your work stand out and support your objectives?
This presentation covers how to create emails which will generate results, what pitfalls to avoid and how to make sure you get the most from your efforts. It is not a masterclass in email technology, there will be no email systems presented or suppliers recommended. It is a review of how to ensure that you maximise the opportunity through, getting the right data, designing the right email, to putting in the right copy, directing customers to the right place and what to do with them when they get there.
The intention is to allow you to take a critical look at your email marketing and make changes straight away which will improve your results.
Martin Corlett-Moss is the MD of Mobious, a digital and direct agency based in Cheshire and Newcastle-upon-Tyne. The agency runs email campaigns for businesses varying from Lloyds TSB Autolease, Sage and Carling, to Newcastle Race Course and Cholmondeley Estates. The agency was voted in the Top 100 outside of London this year and as the best agency in the North East for the 2nd year running.
Adwords Seminar 1: What the changes are, and how you can capitalise on themindiumonline
1. Google Adwords
2. Key Changes:
a. Enhanced Campaigns
b. Google Shopping
c. Endless Integration
3. Introducing the Adwords Layers
4. Capitalising on the Layers
5. Next Steps
Adwords Seminar 4: Remarketing - Overlaying it with "normal" Adwordsindiumonline
1. Layers recap
2. Remarketing
a. How it works
b. How to optimise it
3. Layering it Up
a. Budget Balancing
b. Dynamic Remarketing
c. YouTube Video Remarketing
d. RLSA (Remarketing for Search Ads)
4. Next Steps
Adwords Seminar 3: PLAs - How to do and Optimiseindiumonline
1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimisation
3. Layering it Up
a. Keywords Budget Seesaw
b. Remarketing Laye
4. Next Steps
With an open rate of 11.5% and a clickthrough rate of 2%, we are looking at averages that rival what would be considered above average in regular print-based direct marketing. But the
clickthrough rate does not tell the whole story. Email effectiveness cannot be separated from overall site effectiveness. They’ve got to work together to achieve the desired result. Therefore, every marketer needs to understand where email sits in the overall conversion engine.
Exclusive Concepts overview of not only the best practices of email marketing, but the best questions to ask before you add email to your marketing tool box.
To participate in the next webinar please sign up here: http://www.exclusiveconcepts.com/blog/the-secret-of-mind-blowing-email-marketing.html
On February 24th, Three Hats Marketing will host an Email Marketing Workshop. In this 2-1/2 hour workshop, we will demonstrate how a fictitious company goes through the entire process of email marketing from defining the strategy through the execution. We will walk you through, step-by-step addressing all of the issues your company should consider including:
* Strategy and Goals for your email marketing program
* Initial and on-going distribution list building techniques
* Designing and building engaging email templates
* Creating good content
* Creating landing pages to increase conversions
* List segmentation and results measurement
* and more!
A presentation discussing email marketing best practices and how tos, including:
- How to approach your email strategy
- How to design for the inbox
- Segmentation, targeting and personalization
- Privacy and legal compliance
- Tracking open rates, click rates and conversion
- How to test and optimize your campaigns
Don’t Just Hit Send! Optimizing Email for Today’s Content Driven Marketingten24 Digital Solutions
This presentation covers:
B2B email marketing trends & stats:
- Where is e-mail headed?
- Where are other marketers spending - their time and money?
Email as part of integrated marketing:
- Email as a piece of online marketing strategy
- Implications and impact in social media
Email best practices & optimization:
- Optimizing and enhancing your messaging
- Tips and tricks to drive clickthrough and conversion
Analytics and measurement:
- How can you measure your success?
- What metrics are important?
Email Marketing What You Dont Know Can Hurt YouEric Salerno
20 slides on email marketing basics and some ideas on how to improve your email marketing practices. Presented by Red Ember Marketing at the Boston Internet Marketing MeetUp.
Covers ROI of email. Consumer preference for email. Benefits of email. Explanation of permission for email: opt-in vs opt-out. Highlights CAN SPAM rules. Discusses deliverability of emails. Reviews lead nurturing through email. Explains scoring leads. Gives examples for email content, frequency and recency. Shows email data on timing, open rates, click through rates, device statistics, and subject lines. Details two email case studies.
A presentation given at the Indiana Ag Hort Conference on January 17th, 2012 about Facebook, Twitter and Blogging and their use for agricultural and horticultural businesses in Indiana.
Taking on the Tide of Social Media - South Shore CVA's Tourism Tech Summit - October 4, 2011.
Jeremy Williams from the Indiana Office of Tourism Development talks about blogging, Facebook, Twitter and Analytics tracking and how to implement them into your social and digital strategy.
Dr. Suzanne Cook presented the U.S. Travel Trends Outlook for 2011/2012 at the Indiana Tourism Summit on September 15, 2011 at the Indianapolis Museum of Art
Presentation for Lafayette/West Lafayette Convention & Visitors Bureau on May 12, 2011 about Integrated Digital Strategy for Hospitality and Tourism entities
2010 Visit Indiana Leaf Cam/Foursquare Case Study presented at the 2010 Visit Indiana New Media Workshop on Nov. 17, 2010 by Troy Burk (Right On Interactive) and Jeremy Williams (Indiana Office of Tourism Development)
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
3. Permission email: Email sent to recipients who have opted-in Permission marketing: About building an ongoing relationship of increasing depth with customers. In the words of Seth Godin, "turning strangers into friends, and friends into customers." Personalized, relevant, expected PERMISSION EMAIL
8. Analyze what you're doing Key performance metrics Subscriber feedback / surveys Content &design Draft an improvement plan List building and maintenance Creative Segmentation and personalization Testing Analytics: Reporting & analysis GETTING STARTED
9. Switch to double opt in; never pre-check the sign-up boxes Deliver on promises you make in the sign-up process Guarantee you will not share address with other companies (#1) Other hooks: tout special pricing, offer first look at new stuff Allow recipients to specify preferences for email content Start opt-in process with a field Optimize forms Minimize fields to increase volume, add fields to increase lead quality / personalization (test) List growth tactics: Incentives, opt-in check boxes, trade shows, offline advertising/direct mail, online marketing/search, call center BEST PRACTICES: LIST BUILDING
10. BEST PRACTICES: CREATIVE Subject line 50 characters or less (or even 35 or less) Use action words (Get your free..., please confirm…, etc.) Resend with different subject line to unopens More links = More clicks Emails with more links get higher open and click-thru rates than emails with fewer links Link = text links, navigation, buttons, images No more than 2 calls to action in an email 1 action = 55% CTR, 2 actions = 38% CTR, 3 actions = 5%, 4 actions = 1%
11. BEST PRACTICES: CREATIVE Make it about the reader, not the sales agenda Provide sense of urgency and clear call to action (think verbs!) Include site navigation in email Cater to skimmers Prime real estate: beginning of paragraphs, first bullet point or two, and first words of titles and subheads Bulleted, bolded, underlined and hyperlinked text all work to spike attention Photograph of a specific person resonates with readers Change images frequently (esp. in newsletters) People don’t mind scrolling, but keep key benefit or offer above the fold
12. BEST PRACTICES: CREATIVE Design for the red 'X’ (43% view emails with images blocked/off) No single-image emails, use ALT tags Design for the preview pane (53% use preview feature) First 2 inches of email are key: Text headline, navigation links, key benefit / offer Avoid large image headers, especially on top or top-left
13. BEST PRACTICES: SEGMENTATION Segment subscribers into modest number of groups for which you are able to deliver relevant, personalized messages BIG impact Consider: Campaigns by user details (past purchases, web pages viewed, geography, interests) Campaigns by sales cycle (customers vs. prospects) Dynamic content
14. BEST PRACTICES: TESTING Test, Test, Test Subject lines Mailing times &days Offers Layout Photos Email clients Blocked images
15. Look beyond open rates and click-thrus & determine priority metrics For ex: click-thru % on specific topics/links, subsequent conversions to requests • Open rate literature • Click-thru rate • Click to open rate (# of unique clicks/# of unique opens) • Bounce rate • Delivery rate (emails sent - bounces) • Unsubscribe rate • Referral rate (“send-to-a-friend”) • Number of or percent spam complaints • Net subscribers (# subscribers + new subscribers) - (bounces + unsubscribes) • Subscriber retention (# subscribers - bounces - unsubscribes/# subscribers) • Web site actions (number of visits to a specific Web page or pages) • Percent unique clicks on a specific recurring link(s) • Number of orders, transactions, downloads or actions • Percent orders, transactions, downloads or actions of emails sent or delivered • Total revenue • Average order size • Conversion rate (number of actions/unique click-thrus) • Average dollars per email sent or delivered BEST PRACTICES: ANALYTICS
16. Integrate email with Web analytics (google analytics) Regularly review performance data (58.8% of youtrack data) After each send, then 1 week later Look for problems, consider resends Compare over time Create a spreadsheet for past 12 months Look at: Consistency Highs and lows Message metrics variances BEST PRACTICES: ANALYTICS
18. Who Do You Use?: Constant Contact (8) Outlook/Entourage (4) Exact Target(3) Emma (2) Vertical Response (2) Blue Sky (1) In-house (1) Delivra (1) CoCoTools (1) mail-bots.com (1) eGov(1) For a comprehensive list, check out: http://www.marketingprofs.com/bg/ EMAIL PROVIDERS
19. IOTD Email Case Study: "Putting the blast in the past"
20. Situation: One version sent to 122,048 subscribers once per month Avg. open rate: 12.9% Avg. click-thru rate: 4.8% Goals: Increase open and click-thru rates Scrub list Find out what subscribers want IOTD EMAIL EVOLUTION
21. Email survey to determine: Subscriber demographics, travel habits, favorite activities Desired email topics, frequency, format ASK SUBSCRIBERS % open rate Upcoming Festivals and Events Fall Travel Trip Ideas by Region Nature and Outdoor Activities Museums and Historic Sites Shopping Performing Arts and Cultural attractions Nightlife / Dining Family and Kid Activities Sporting Events Girlfriend Getaways Riverboat Gaming
22. Three new monthly emails: Travel Discounts Festivals & Events Trip Ideas New design templates: Created by agency, updated internally Branding consistency Updates to VisitIndiana.com Personalized, relevant, expected IOTD NEW EMAIL PROGRAM
26. 4 TEST CASES On 7/15, I signed up for four emails: Hendricks County Hamilton County Richmond/Wayne County The Children's Museum of Indianapolis
27. HENDRICKS COUNTY 7/15: received email confirming sign up (double opt-in) – great! 8/26: received first email
31. Richmond/WAYNE COUNTY 7/15: signed up (nice) 7/15: PR email 3 times 7/16: PR email 8/1: early August events 8/19: late August events 9/1: geocaching 4times 9/10: mid-late September events
33. 7/15: Signed up Today: Haven't received anything yet THE CHILDREN’S MUSEUM
34. Analyze what you're doing Key performance metrics Subscriber survey Content & design Draft an improvement plan List growth Creative Segmentation and personalization Testing Analytics GET STARTED NOW
35. THANK YOU! Joy Cropper Director of Internet Strategy, Williams Randall Marketing Joy.cropper@willran.com
Editor's Notes
Best role for email is to build relationships with your customers over time.
Priority metrics: What are the most important metrics for your email marketing program? If you are a retailer it is probably things like conversion rate, number of orders/emails sent, average order size, etc. For a DMO it could be click-through percentages on specific topics/links and subsequent conversions to literature requests.
Review data:Pull together in a spreadsheetfor the past 12 months. Include all relevant statistics from opens, clicks, referrals, bounces, unsubscribes, spam complaints, etc. Calculate your overall averages and determine the best and worst performing message for each metric.Consistency: Are key metrics consistently within a certain percent range? If open rates varied significantly you might have had some delivery issues or variations in your from line and subject lines may have confused recipients. Wide variances in click-thru rates suggest the relevance of your article topics, products, offers or content varied significantly. Highs and Lows: Find your message highs and lows for each key metric and compare to your overall average. If the low or high varies dramatically, then there is likely a lesson - positive or negative - to be uncovered. An off-the-charts conversion rate, for example, would suggest that a promotional email fired on all pistons - timing, subject line, design, offer/price, product relevance, Web site content, etc. Message Metrics Variances: What if you have a combination of great and horrible metrics resulting from a single message? For example, you might have a low open rate, but very high click-to-open rate. This can happen when you have a weak subject line, a delivery problem or change your from address, for example, but the message content has very high relevance (offer, content, etc.).
Responsys, Digital Impact, Yesmail, and CheetahMail
Many of you surveyed don’t have email marketing budgets at all. Of those that do, budgets range from $500 to $20,000, with the average about $5,000.