Email Marketing Campaign
This presentation is a detailed explanation to carry out email marketing to increase your sales,promote and advertise your company and services.
Content
Agenda
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Why Email Marketing? Email Process Campaigns types Standard Metrics Sophisticated Segmentation Targeting Reports & Analysis Tools Used Template Best Practices
5/29/12
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v
v
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Why Email Marketing?
Exact Geo Targeting Large Audience New customer Acquisition
Refer a friend
Targeting missed audience
5/29/12
Why Email Marketing?
Mobile Friendly Exact customer targeting Revenue Growth
Easy to reach out to customer
Social media incorporation
Email is faster than other operations – No need to wait for result
5/29/12
Email process
5/29/12
Email process
v
Email Design v Email template design and coding. v Email Content/ Colour Optimization to ensure higher deliverability rates. Quality Assurance v Check Email Spam Scores. v Check emails across various browsers – IE 6,7,8, Mozilla & Chrome. v Check email across various email clients – Yahoo, Hotmail, Gmail, Outlook 2003/2007. Email Marketing v DB Cleaning & Uploading. v Test Email sent to check email delivery. v Batch & Schedule Email Blasts. v Weekly & Monthly Reports. v Analysis & Recommendations.
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5/29/12
Campaigns types
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Promotional mailers Transactional mailers Newsletters & press releases Awareness Campaign Welcome Campaign Re-Engagement Campaign Lead generation campaigns (B2B & B2C) Social media targeted campaigns
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5/29/12
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.
v v
Examples v Discount offers/promotions v Newsletters (generic) v press releases v New product announcements v Branding messages
5/29/12
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. v Examples
v
v v
v
Order confirmation Shipping confirmation 5/29/12 Account updates
Newsletters & press releases
Information sheet often styled in the format of a small newspaper.
v
Newsletters generally contain information that is of interest primarily to a special group.
v
5/29/12
Awareness Campaign
Awareness campaigns helps for branding & to gain the customer trust.
v
5/29/12
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.
v
5/29/12
Re-Engagement Campaign
v
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.
v
v
Steps to be followed: v Identify the target group v Choose the win-back strategy v Execute your win-back strategy
5/29/12
Lead generation campaigns (B2B & B2C)
Generating hot leads for the B2B & B2C campaigns by nurturing 5/29/12 the leads. v Examples : Webinar registration
v
Social media targeted campaigns
Social media campaigns plays an important role in email marketing. v Unlimited access v Simplicity v Global reach v Contact building v Branding v Flexibility & Measurability 5/29/12
v
Sophisticated Segmentation
5/29/12
Sophisticated Segmentation
Filter Profile Click through Recency of response Pass Along Description Target messages based on Profile data stored in the Profile Fields of a Mailing List. Target messages based on previous Clickthrough behavior. - Last Open Date - Last Click Date - Last Purchase Date - Last Event Conversion Date Target messages to subscribers based on whether they have or have not Passed a previous message along. Target messages to subscribers based on whether they have or have not Opened a previous message.
5/29/12
HTML Open
Targeting
Email campaigns is to deliver the right message to the right audience with a strong offer or value proposition.
v v
Targeting based on the below factors: v B2B v Designations/ Titles v Industry types/ SIC code v Time Zone v Company revenue v No. of employee's of the organization
v
B2C
v v v v v
Geography Gender Based on their response Interaction with the template Recency & depth of visit 5/29/12
Targeting based on scoring
Emails sent
Steps : 1. Scores will be assigned to the email records as per the response. 2. Total score for each individual will be captured. 3. Based on the score, planning a strategy for the customers.
Customer Response (Open, Clicks Etc)
Score assigned based on their response
Based on scoring, planning a strategy for the customers
5/29/12
Standard Success Metrics
v
Optimal Email Metrics
v
Delivery rate Open rate Click-to-deliver rate (CTDR) = # of clicks / # of emails delivered Subscriber retention rate = ( # subscribers - bounce backs – # unsubscribe )/ # subscribers
v
v
v
v
Optimal Behavior Metrics
v
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 5/29/12 watched a video
v
v
Tools used
v
Graphic mail Sales Genius Dream & Dream mail True Influence Marketo Bronto Mail chimp
v
v
v
v
v
v
5/29/12
Template Best Practices Content Best Practices
v
Keep it short! Use a minimum of graphical Be Relevant Personalization Sections required
v
v
Use Mobile Version Update your profile option Images to Text ratio Make your content Valid from and reply-toAvoiding words causing Free investment Free installation 5/29/12 Cash bonus
v
v
elements
v
v
v
v
scannable
v
v
Privacy policy physical address Add to address Copy Right Hosted version
address
v
v
v
SPAM
v
v
v
v
v
Template Best Practices HTML Best Practices
v
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
5/29/12
v
v
v
v
v
v
v
v
Reporting & Analysis
v
v
Weekly & Monthly Reports Click through rate (CTR), Conversion rate (CR) Delivery Rates, Open rates, Click Rates Profitability ROI Analysis & Recommendations for the future campaigns.
5/29/12
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!!
5/29/12
For Details Log on to:
v
Why Email Marketing? Email Process Campaigns types Standard Metrics Sophisticated Segmentation Targeting Reports & Analysis Tools Used Template Best Practices
5/29/12
v
v
v
v
v
v
v
v
Why Email Marketing?
Exact Geo Targeting Large Audience New customer Acquisition
Refer a friend
Targeting missed audience
5/29/12
Why Email Marketing?
Mobile Friendly Exact customer targeting Revenue Growth
Easy to reach out to customer
Social media incorporation
Email is faster than other operations – No need to wait for result
5/29/12
Email process
5/29/12
Email process
v
Email Design v Email template design and coding. v Email Content/ Colour Optimization to ensure higher deliverability rates. Quality Assurance v Check Email Spam Scores. v Check emails across various browsers – IE 6,7,8, Mozilla & Chrome. v Check email across various email clients – Yahoo, Hotmail, Gmail, Outlook 2003/2007. Email Marketing v DB Cleaning & Uploading. v Test Email sent to check email delivery. v Batch & Schedule Email Blasts. v Weekly & Monthly Reports. v Analysis & Recommendations.
v
v
5/29/12
Campaigns types
v
Promotional mailers Transactional mailers Newsletters & press releases Awareness Campaign Welcome Campaign Re-Engagement Campaign Lead generation campaigns (B2B & B2C) Social media targeted campaigns
v
v
v
v
v
v
v
5/29/12
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.
v v
Examples v Discount offers/promotions v Newsletters (generic) v press releases v New product announcements v Branding messages
5/29/12
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. v Examples
v
v v
v
Order confirmation Shipping confirmation 5/29/12 Account updates
Newsletters & press releases
Information sheet often styled in the format of a small newspaper.
v
Newsletters generally contain information that is of interest primarily to a special group.
v
5/29/12
Awareness Campaign
Awareness campaigns helps for branding & to gain the customer trust.
v
5/29/12
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.
v
5/29/12
Re-Engagement Campaign
v
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.
v
v
Steps to be followed: v Identify the target group v Choose the win-back strategy v Execute your win-back strategy
5/29/12
Lead generation campaigns (B2B & B2C)
Generating hot leads for the B2B & B2C campaigns by nurturing 5/29/12 the leads. v Examples : Webinar registration
v
Social media targeted campaigns
Social media campaigns plays an important role in email marketing. v Unlimited access v Simplicity v Global reach v Contact building v Branding v Flexibility & Measurability 5/29/12
v
Sophisticated Segmentation
5/29/12
Sophisticated Segmentation
Filter Profile Click through Recency of response Pass Along Description Target messages based on Profile data stored in the Profile Fields of a Mailing List. Target messages based on previous Clickthrough behavior. - Last Open Date - Last Click Date - Last Purchase Date - Last Event Conversion Date Target messages to subscribers based on whether they have or have not Passed a previous message along. Target messages to subscribers based on whether they have or have not Opened a previous message.
5/29/12
HTML Open
Targeting
Email campaigns is to deliver the right message to the right audience with a strong offer or value proposition.
v v
Targeting based on the below factors: v B2B v Designations/ Titles v Industry types/ SIC code v Time Zone v Company revenue v No. of employee's of the organization
v
B2C
v v v v v
Geography Gender Based on their response Interaction with the template Recency & depth of visit 5/29/12
Targeting based on scoring
Emails sent
Steps : 1. Scores will be assigned to the email records as per the response. 2. Total score for each individual will be captured. 3. Based on the score, planning a strategy for the customers.
Customer Response (Open, Clicks Etc)
Score assigned based on their response
Based on scoring, planning a strategy for the customers
5/29/12
Standard Success Metrics
v
Optimal Email Metrics
v
Delivery rate Open rate Click-to-deliver rate (CTDR) = # of clicks / # of emails delivered Subscriber retention rate = ( # subscribers - bounce backs – # unsubscribe )/ # subscribers
v
v
v
v
Optimal Behavior Metrics
v
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 5/29/12 watched a video
v
v
Tools used
v
Graphic mail Sales Genius Dream & Dream mail True Influence Marketo Bronto Mail chimp
v
v
v
v
v
v
5/29/12
Template Best Practices Content Best Practices
v
Keep it short! Use a minimum of graphical Be Relevant Personalization Sections required
v
v
Use Mobile Version Update your profile option Images to Text ratio Make your content Valid from and reply-toAvoiding words causing Free investment Free installation 5/29/12 Cash bonus
v
v
elements
v
v
v
v
scannable
v
v
Privacy policy physical address Add to address Copy Right Hosted version
address
v
v
v
SPAM
v
v
v
v
v
Template Best Practices HTML Best Practices
v
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
5/29/12
v
v
v
v
v
v
v
v
Reporting & Analysis
v
v
Weekly & Monthly Reports Click through rate (CTR), Conversion rate (CR) Delivery Rates, Open rates, Click Rates Profitability ROI Analysis & Recommendations for the future campaigns.
5/29/12
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!!
5/29/12
For Details Log on to:
