Email Marketing Improvements

Email Marketing Improvements

1. Improved Email Understanding2. Expanded Tracking3. Expanded SPAM Evasion Tactics4. Improved User-Friendly Design

Improved Email Understanding

• The Email Anatomy (sequentially)1. The FROM line2. The SUBJECT line3. The PREVIEW PANE4. The BODY5. The ACTION

1

2

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Expanded Tracking

• From whom is this email?1. From SMS

(Marketing, Compliance, Templates)2. From a 3rd Party

(press-release, Life Blast, SMA, Etc.)3. Consistent FROM address

(ex. [email protected])

• Origination is recorded and reported when the user takes an action (fig. 1)

Fig. 1

Expanded Tracking

• Taking a better look at . . .1. Open Rate - Percentage of recipients

who received and “accessed” said email. AKA as “unique users”.

2. Subject Line – A short descr. (appx. 50 characters) of the email. Can be interrogative or demonstrative.

1. Do you want more leads?2. Purchase leads from us, or else!3. Topic 1, Topic 2, Topic 3, Topic 4

3. Click Thru – What user actions are being taken

Expanded Tracking

• Open Rate

Expanded Tracking

Expanded Tracking

• Open Rates by Department1. MA = 24%2. Travel = 19%3. MedSupp = 18%4. LTC = 16%5. 3rd Party = 9%6. eNews = 18%

Expanded Tracking

• Evolving Subject Lines1. eNews = Quick snippets of info that

attempt to cover main topics1. Keep as many recipients involved as

possible2. Exp. = eNewsletter - Income Riders,

PD Winners & Losers, Leads and NACOLAH Bonuses

2. Marketing = Highly targeted1. Only relative to segmented group2. Exp. = Certify now with CIGNA $200

off on Lead Program

Expanded Tracking

• Evolving Subject Lines

Expanded Tracking

• Click Thru’s1. Document Tracking From Email

1. 7 Ways To Sell Medicare Insurance2. Featured in eNews Aug 20th

3. Data collect from 8/19 thru 8/264. 339 “Unique” Downloads

Expanded Tracking

• Is Timing Important?1. Do agents prefer to receive email at a

specific time?

Expanded Tracking

• Timing is Money 1. Do agents prefer to receive email on a

specific day?

Indicates sent date

Expanded SPAM Evasion Tactics

• What is SPAM?1. Spam is unsolicited e-mail on the Internet.

• What steps are being taken to avoid the filter?

1. Technical email critiques2. Increased client testing3. Increased schedule monitoring/evaluation4. Continued education on email best-practices5. Increased marketing message quality6. Future Considerations

Expanded SPAM Evasion Tactics• The SPAM Check - The higher the score, the more likely

the e-mail will be considered spam by ISPs and more likely to get filtered.

0.0 - 4.5 nice and clean, few or no problems; no actionrequired 4.6 - 7.0 the strictest may object; clean up the easy-to-findissues

7.1 - 10.0 Dangerous territory! Clean up any big issues andthe easy-to-find smaller penalties

10.1 - 13.0 likely over ISP limits; review and clean

13.1+ major problems; overhaul needed -- systematically clean,point by point and then re-test (this may require two or threechecks).


• SMS SPAM Scores1. High = 2.4


• SMS SPAM Scores1. Low = 1.4

Improved User-Friendly Design

• Agent Email Client Reports1. Calculates Email Client per Project


• Agent Email Client Majorities1. Expanding design to fit most popular

email clients including:1. Outlook Express2. Outlook 033. Outlook 074. Hotmail5. Yahoo6. AOL


• Email Archiving on the web1. Image-Restricting Email Clients2. PDA’s, Phones and other mobiles3. User Error – “Umm, I deleted that

email, can you send me a link?”

SMS Email Marketing Totals


• Total Emails Sent by Department1. MA = 19.6K2. Travel = 6.7K3. MedSupp = 24.6K4. LTC = 21.5K5. 3rd Party = 15K6. eNews = 86K7. Total = 173.4K


• Difference from 2nd to 3rd Quarter1. 280% Increase in Total Email Projects 2. 214% Increase in Total Emails Sent

Email Marketing Improvements

Design

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