Learn a perfect email marketing practices that really workEmail marketing is not dead, it has just changed the rule

AuthorHariom Sharanhariom.hmr@gmail.com

What you think What your customer actually react

Email marketingDo you want this

OR

What you think What your customer actually react

Email marketingDo you want this

If you give people exceptionally useful content that compels them to opt in, and then you keep on providing value in what you send via email, your email list will turn into the unfair business advantage that allows you to build your business successfully over the long haul.

Jerod Morris

Where is a gap

Poor Communication

NOT relevant to customer

Unattractive

NO luck

95%Online consumers use email

247billion emails are sent every day. (Source: Email Marketing Reports)

For every $1 spent on email marketing, the average return is $44.25(Source: emailexpert)

Communication A

Communication B

Communication C

Customer Segment A

Marketer

What you understand from this process?

Keep email communication synchronise and consistent in order to send to customers database for product A or B etc.

12 most important things you as a marketer should know for effective email marketing are

1. Keep well segmented & up to date Customer databaseIn 80% cases, customer mark your mailer as spam since he was prospect for let’s say product A and you send him mail for product B.Segmented & up to date customer database is the primary required line of item to start an email campaign.

2. Keep short and self explanatory mailer subject line & contents

69% Email recipients report email as Spam based solely on the subject line

3. Keep a balance ratio of image-content in mailer

On an ideal situation, I would recommend to keep ratio of 60-40 of content & image.

Content

Image

4. Keep a balance ratio of space of image-content in mailer

Visuals make much impact than text. Try to have ratio 60:40 of image and content when comes to space on mailer

Image

Content

5. Have proper email address or from sender name. Never use "noreply“ until you want to keep your communication one way.

6. Follow customer behaviour & their consent

Check customer profiling, Is your list consist of people who are genuinely interested in your product or service.

7. Create mailer content as responsive or device (Web/Tablet/Mobile)friendly

51% of emails are opened on a mobile device. Source: Litmus

Marketers must understand which smartphones their subscribers are using and make their emails responsive to that mobile experience. The number one trend I see in the email marketing space right now is redesigning an email completely to improve click-through rates on a mobile device.

Bryan WadeExactTarget Marketing Cloud SVP & Chief Product Officer

8. Add clear and visible Call to Action (CTA)

9. Keep mailer more personalized

10.Create email holiday calendar

Schedule your mailer synchronize with holiday calendar

11.Start doing Email A/B testing & review which work best

A B

12.Greet and acknowledge customer mail reply immediately as soon as you receive

consumers with smartphones have made a purchase via a marketing message delivered by email(Source: exacttarget)

56%

consumers without a smartphones have made a purchase via email.(Source: exacttarget)

42%

Comparison of Email open & clickthrough rates

Check list email marketing process

Determine Target

Create mailer

Integrate trackers

TestPublish &

Send Review &

Report

Email Marketing Success Matrix

Success Matric depends upon your email marketing goals.Goals could be: Increase Subscriber Rate Revenue Generation Market Survey Customer Engagement Rate Lead Generation

Here are some key success matrix, which every successful marketers really should know

Key success matrix 1Email Marketing Score Engagement or growth rate

List subscribers: The number of people who subscribed to an email list.

Open rate: % of subscribers that open your mail.

Click rate: % of subscribers that click on links included in your emailer

Key success matrix 2 Average Revenue per Email Sent = total revenue / [# of emails sent – # of Bounce email]

If you have sent a promo mailer on some 10,000 email subscribers database, Out of 10,000 you found 2000 bounce back while 8,000 mail actually delivered to subscribers mailbox.At the end of promo you track that after considering expense etc. the total revenue is $4,500 derived through your email campaigns.

In this case the average revenue per email sent would be $1 ($0.56)

Key success matrix 3Subscriber retention rate = # subscribers – bounce backs – unsubscribes / # subscribers

If the total number of subscribers is 1,000 with 25 bounces and 120 unsubscribes, then your subscriber retention rate is 85.5%.

This reflect how well is your ‘customer engagement index’, overall ‘email relevancy’ and database ‘segment relevancy’.

Key success matrix 4Click-Through Rate (CTR) = # of click-throughs / # of messages delivered

# of click-throughs The number of actual recipients who click one or more Call to Action button and land on website, blog, or other desired destination.

This reflect how well is your email ‘frequency relevancy’ overall ‘content relevancy’ and ‘database segment relevancy’

Key success matrix 5Bounce Rate = # of email campaign visits with a single Page View / # of email campaign visits

Bounce rate primarily indicate the percentage of undelivered message from your email addresses in your subscriber list. The possibilities of email bouncing fall in two kind of category ‘hard bounce’ and ‘soft bounce’.

Additional success matrix 6

Delivery rate = (# of emails sent – # of bounce backs) / # of emails sent Open rate = # of emails opened / # of emails delivered

5 star ranked email templateSource: hubspot

Hope this fast paced workshop helped you to learn the some of the best practices to make your email marketing effective and successful.

If you have any doubts, please mail me at hariom.hmr@gmail.com and I’ll try to address all your doubts.