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Email marketing campaign

The document outlines the importance and processes of email marketing, detailing various types of campaigns such as promotional, transactional, and lead generation. It emphasizes sophisticated segmentation, targeting techniques, and essential metrics for measuring success. Additionally, best practices for email templates and tools used in the process are highlighted, along with analytics and reporting strategies for continuous improvement in marketing efforts.

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Related topics:
target-market•Email Marketing Insights• Target Audience•
Agenda Why Email Marketing?  Email Process  Campaigns types  Standard Metrics  Sophisticated Segmentation  Targeting  Reports & Analysis  Tools Used  Template Best Practices
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 other Easy to reach out to operations – No need to wait customer for result
Email process
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 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
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 often styled in the format of a small newspaper. Newsletters generally contain information that is of interest primarily to a special group.
Awareness Campaign  Awareness campaigns helps for branding & to gain the customer trust.
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.
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
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
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.
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
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
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
Tools used  Graphic mail  Sales Genius  Dream & Dream mail  True Influence  Marketo  Bronto  Mail chimp
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
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.
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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