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EMAIL MARKETING TWEAKS

SIDDHARTH BHATTACHARJEE

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EMAIL MARKETING CAMPAIGNS

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EMAIL SUCCESS

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RIGHT CONTENT

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TO CREATE “RIGHT CONTENT”, WE NEED TO UNDERSTAND OUR AUDIENCE

TWO THINGS HELP US IN THAT:1. BUYER PERSONA2. BUYER JOURNEY

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BUYER PERSONA

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BUYER JOURNEY

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RIGHT AUDIENCE

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SEGMENTATION IS THE KEY HERE THE MORE SEGMENTED THE LIST IS, THE BETTER

WILL BE THE RESPONSE.

SEGMENTATION HELPS US TO REACH OUT TO MORE ACCURATE AUDIENCE.

RIGHT CONTENT WORKS AS AN AID TO THE SEGMENTATION.

FOR EXAMPLE, IF WE SEGMENT A LIST BASED UPON THE INDUSTRY TYPE, JOB ROLE AND THEN AGAIN UPON THE FACT THAT WHETHER THEY HAVE EVER USED VMS OR NOT. THEN WE COULD WRITE CONTENT BASED UPON THIS UDNERSTANDING. WHAT TYPE OF KEYWORDS AND IMAGE A DIRECTOR OF HR, WHO HAS NEVER USED A CERTAIN SOFTWARE WOULD PREFER. ETC. ETC.

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EXAMPLE

1. TRENDLINE. THE TRENDLINE PDF CONTAINS REPORTS OF MANY INDUSTRIES. AND WE SEND THE PDF TO ALL (WITHOUT SEGREGATION). WE COULD BREAK THE PDF BASED UPON DIFFERENT INDUSTRIES AND SEND ONLY THE RELEVANT PDF TO THE PEOPLE. AS IN OUR LAST TRENDLINE PDF, WE HAD A PART FOR THE “EDUCATION AND HEALTHCARE”. WE COULD BREAK THE PDF AND THEN SEND ONLY THAT PART TO OUR CONTACTS IN THAT DOMAIN.

2. NON-RESPONSIVE CONTACTS. THERE ARE MANY CONTACTS, WHO HAVE NOT SHOWN ANY ACTIVITY FROM THE PAST ONE YEAR. WE COULD GATHER THEM IN ONE LIST AND SEND ONE REMINDER EMAIL TO THEM.

P.S.: SEGMENTATION DIFFERENTIATES AN AVERAGE EMAIL MARKETER FROM A GOOD ONE.

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RIGHT TIMING

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NOT EVERY POINT OF THE DAY IS CONSIDERED TO BE THE BEST FOR EVERYBODY.

SOME PEOPLE FEEL FREE TO CHECK EMAILS AS SOON AS THEY LOG IN.

SOME PEOPLE FEEL FREE TO CHECK THE EMAILS ONCE ALL THEIR OFFICIAL EMAILS ARE TAKEN CARE OF.

SOME PEOPLE LIKE TO READ THE MARKETING EMAILS AFTER LUNCH.

SO, AFTER SEGMENTATION OF THE LIST BASED UPON JOB ROLE, WE COULD TRY OUT WITH DIFFERENT TIMINGS FOR EACH LIST. AND THE TIMING THAT SUITS OUR NEEDS, WE COULD RETAINT HAT TIME FOR THAT SPECIFIC JOB ROLE.

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INVERTED PYRAMID OF EMAIL MARKETING

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METRICS AND GOALS

NUMBERS OF OPENS AND CLICKS ARE METRICS- THESE ARE NOT GOALS.

SO A HIGH NUMBER OF OPENS AND CLICKS MIGHT BE HELPFUL FOR US AS AN OVERVIEW, BUT IF WE ARE NOT ANALYZING OUR GOALS, WE MIGHT BE AT A LOSS.

FOR EXAMPLE, IF OUR GOAL IS TO ACHIEVE HIGHER NUMBER OF SUBSCRIBERS, HOWEVER HIGH THE NUMBER OF OPENS AND CLICKS MAY BE, IT WILL NOT HELP US IF WE DO NOT GET ENOUGH SUBSCRIBERS.

WE CAN USE TO METRICS TO ANALYZE OUR GOALS. FOR EXAMPLE, IF THE NUMBER OF OPENS IS HIGH BUT CLICKS IS LOW, WE CAN UNDERSTAND THAT EITHER THE SUBJECT LINE OR THE PREVIEW TEXT IS GOOD, BUT CONTENT IS NOT INVITING ENOUGH.

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GREAT SUBJECT LINE

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LISTS BASED ON ENGAGEMENT

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HOW CAN THE SALES TEAM HELP

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WHY PEOPLE OPT-OUT

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SUMMARY

EVERY CONTENT WE WRITE MUST FOLLOW THE BUYER PERSONA AND BUYER JOURNEY.

WE SHOULD USE KEYWORDS, WHICH WOULD COMPEL THE AUDIENCE TO OPEN AND READ.

WE SHOULD USE THE PREVIEW TEXTS.

WE SHOULD SEGMENT THE LIST ON VARIOUS GROUNDS.

WE SHOULD WRITE CONTENT WHICH IS RELEVANT TO THE LIST WE ARE SENDING TO.

Image credit to HubSpot 20

THANK YOU !!!