Once you have written your email marketing content and sent it to subscribers, your job is not yet done. You have to measure your ROI but it can be difficult to gauge the success/failure of each dispatch. If you really want to make the most out of your email marketing efforts, you need to measure your ROI regularly.
Begin this process by setting goals that are measurable and achievable across your company. For example, the content team’s goal could be to increase page views on content by 70% while the sales team may have a goal of generating 50 new leads a week. Identify these goals separately so you can measure the success of each one individually.
Using Analytics to Track
After setting goals, it’s time to choose specific metrics to track progress towards these goals including:
- Open Rate: This is the most commonly used metric and refers to the number of people who open your emails. The trouble is, you can’t tell how many recipients actually read the messages. In order to get your open rate, multiply all opens by 100 and divide by the number of sent emails. For example, if you sent 10,000 emails and 300 were opened; (300×100/10,000) = 3%.
- Click-Through Rate (CTR): Your emails should come with a call to action button and the CTR is the amount of times recipients clicked the button. It is calculated in the same way as open rate and expert marketers know it is a far more important metric than open rate.
- Conversion Rate: This is the percentage of email recipients that took the action you wanted them to take; that could be a ‘like’ on Facebook or an actual purchase.
- Bounce Rate: In simple terms, this refers to the proportion of email addresses that didn’t receive the message you sent as it was returned by the mailer server/client. This not only hurts delivery rates, it may also damage your sender reputation.
Email Conversion Tracking
Once you track and review the above, you will have hopefully have enough marketing data to help understand your audiences and this will improve the quality of your email communications. Conversion tracking takes things a step further and finds out the recipient’s actions after receiving the email so you can find out the real success of your email campaign. To get the most out of conversion tracking, consider the following questions:
- Where do recipients go once they click the link in the email?
- Do they register for specific events, download content or complete a transaction?
- Do the recipients go where you want them to go?
- How much time do they spend on your website when that visit was initiated via your email marketing campaign?
When you use email conversion tracking correctly, you can discover what your target audience really desires and this in turn will improve any form of email marketing campaign.
It seems as if email marketing performs better than social media; according to McKinsey & Company survey, email is approximately 40 times more effective than Twitter and Facebook combined! Of course, email marketing is just part of the equation and just because it is more effective than social media, you shouldn’t completely disregard the latter. In fact, integration of the two will provide you with an even greater ROI because of the potential wider net provided by social media. Below, we show you 5 ways in which you can combine the two for more customers.
- Sharing: As you want more readers who are like your current audience, tap into the networks of your subscribers and ask them to share their newsletter with their social media ‘friends’.
- Newsletter Updates: When publishing a newsletter from Response Wise, you can automatically post on social media when your newsletter gets published. It is customizable on Facebook and LinkedIn and you can even post a picture. The day before your newsletter is due to be released, post an update on your social media channels previewing the content and remind people that there is still time to sign up.
- Use Links: Simply link back to your business website from your newsletter and your social media profiles. I would recommend that you send a link to a specific landing page rather than a home page. Consider the reasons why a social network follower would want to visit your website and ensure that you provide precisely what they are looking for when they reach the landing page.
- Use Pinterest: View your latest newsletter and pick out an important image from it and pin in on one of your company’s Pinterest boards. Now you must link it back to the newsletter. Not only will this give you some welcome additional exposure, it is also a neat SEO trick as well.
- Social Media Snippets: Another great way of getting newsletter subscribers to connect with you on social media is to take screenshots of positive customer engagement on Twitter/Facebook etc. and then use Snagit or a similar tool to take a snapshot of these conversations and include them in your newsletter. For best results, combine this with a call to action and enjoy an improved response rate.
Although you will perform admirably by only using email marketing, savvy businesses also utilize social media channels because they know that a combination of the two provides unbeatable results.
Even if your email marketing campaign efforts in 2013 were a resounding success, you will need to make improvements and adjustments in 2014 or risk being left behind. Below, we look at 5 ways to continue making money with email marketing this year.
1 – Subject Line Emphasis
The subject line actually consists of the sender’s name, the subject and a snippet of information. A good way to maximize this vital part of your message is to include the company name in the ‘From’ line and keep valuable space for the subject line itself. Always ensure that the most important point is in the first line of the body as this is what the recipient sees.
2 – Conversion Tracking
Finding out the channel that is responsible for a certain goal is tough so you need to look at ALL channels that contributed to each goal to ensure you don’t discount the impact that email marketing has on your success. Set up Google Analytics across your domain and use UTM tags on incoming links from email marketing; this helps you optimize your email marketing campaigns for profit.
3 – New Personalization
Personalizing messages is considered passé yet you can still enjoy success with this tactic by being creative. One business enjoyed a 35% increase in revenue by sending custom coupons named after the company they work for.
4 – Use Surveys
One of the best ways to increase your audience is by improving subscription rates on your landing page and blog posts. Using the ‘nudge’ or survey feature on Response Wise, for example, you can ask a simple yes/no question to begin the process of customer engagement and then ask a second question; those that answer positively to the second question can then be directed to a subscribe form. You can place a survey from a site like Response Wise anywhere on your site and it is possible to raise subscription rates by 500%!
5 – User Actions
Action based emails were already popular in 2013 and now they will dominate the landscape. Trigger-based campaigns increase your click-through rate and provide you with a raft of new ways to email your customers. These type of campaigns run automatically and permanently lift your conversion rate. When you automate an email marketing campaign based on the actions of recipients, you reduce the chances of making mistakes and increase your chances of attaining success.
If you are not already utilizing the above email marketing tactics in 2014, now is the time to start as an up-to-date campaign will provide you with the highest possible conversion rate.
About the only constant in the world of blog content marketing is ‘change’ and that’s precisely what is on the agenda in 2014. By now, you must surely be on the content marketing bandwagon along with an estimated 92% of marketers and if you’re one of the 8% who isn’t, what on earth are you doing? While it is important to note that the fundamentals of compelling and shareable content will never be altered, the channels, tactics and audience consumption of content will and below, we look at some of the key blog content marketing strategies for 2014.
While it is easy to focus on a mobile-friendly blog content strategy, the reality is that you need to encompass a range of channels simultaneously. According to research, almost 90% of Internet device sales will be tablets or Smartphones by 2017 so you need a blog content strategy that addresses the changing consumption needs of your audience.
Responsive design is the ideal solution as it involves web design that can be viewed on any device. Rather than having a separate mobile site, you can use responsive design for a website that changes in size and readability according to the device being used to access it.
Google has introduced yet another algorithmic update called the Hummingbird and now the search engine giant takes into account context and conversational language in its rankings. Instead of creating dozens of pieces of ‘fluff’ content in order to link build, companies will be forced to create non-scalable large content projects in order to earn those links. The good news is that in-depth articles that provide value will outperform 100 small posts and also have the added bonus of marking your blog out as an authority in your niche.
Another important blog content strategy involves curating content from several top quality sources to create highly targeted posts. There are already a host of useful tools to help with this process including Custom Timelines on Twitter and Showcase Pages on LinkedIn. Instead of creating content about a topic in different formats such as emails, videos and blog posts, you can package it all together for an improved and highly informative experience that your target audience will love.
Blog content marketing must no longer be seen as just another part of your marketing strategy; companies need to realize that it is a vital part of building brand awareness, generating leads and gaining customers.
The short and simple answer to this question is ‘yes’! Mobile transactions have already caught on in a big way with many consumers welcoming the convenience they bring. Although privacy and potential awkwardness are some of the concerns raised by those not yet joining the mobile commerce revolution, it appears as if this form of payment will soon be an unstoppable juggernaut.
It seems as if mobile commerce is already threatening to take over the world. A huge report relating to digital marketing looked at data from over 15 billion visits across hundreds of retailers. It found that the average order on a mobile tablet was approximately 20% higher than desktop orders. It’s also worth noting that owners of iPads tend to be in the higher earner bracket and are more prone to impulse purchases with their disposable income.
Higher Click-Through Rates
A company called Marin Software performed a detailed study on the click through rates of tablets, smartphones and desktop/laptops. The study covered the final quarter of 2011 and found that smartphones and tablets outperformed laptops and desktops by approximately 25%. Another company found that the click-through rates from mobile phones were actually 45% higher than on desktops.
We have the perception that mobile commerce will be successful because it is shopping on the move with consumers making purchases while riding the Subway. It may surprise you to learn that mobile commerce actually peaks at night because during the day, mobile users tend to spend their recreation time on social networks. Naturally, you also need to infiltrate social media but that’s another story.
Mobile Shoppers Are Focused
It has been found that the average keyword search on iPhones and Android devices is actually twice the length of a desktop keyword search. You may think that this is an indication of mobiles being harder to use. In fact, the search takes longer because those using mobile commerce are more focused on what they’re looking for. According to Microsoft figures, around 70% of desktop search tasks get done in 7 days or less. The same percentage of mobile commerce search tasks is performed in 60 minutes or less! Almost 90% of consumers using mobile phones to search for products/services will make a purchase in less than 24 hours. In effect, mobile commerce causes people to have a laser-like focus which is excellent news for online businesses.
Hopefully, this information will prove that mobile commerce is indeed the wave of the future. Realistically, it’s hard to see it slowing down any time soon as the number of smartphones and tablets increases and online shopping becomes even more convenient and all-encompassing.
Unless you are foolish enough to believe that you already have enough customers (and no company on Earth would ever think that), you need marketing to succeed and email marketing is one of the most cost effective solutions. Salesforce is a CRM that offers a host of options for companies looking to boost their sales and they also have an email marketing option which comes free when you sign up for their total package. However, there are limitations to what they offer since they are not a specialist email marketing provider. What Salesforce can do however is allow you to integrate with an Email Service Provider like Response Wise thus giving you the best of both worlds.
Salesforce is pretty restrictive when it comes to sending emails. No matter what package you choose, you’re only allowed a very limited number per day. When you choose their Professional Edition package, you are only allowed send 250 emails at a time so you would need to send 4 batches in a day just to get out 1000 emails. The Enterprise Edition allows you to send 500 emails at a time while Unlimited Edition users can send all 1,000 at once. When you integrate with Response Wise, you will be allowed to send tens of thousands of emails per day if that is your wish.
When you integrate Salesforce with one of its selected email marketing providers, you have the ability to send thousands of email messages without having to be present. Marketing automation also has the ability to dynamically add names or take them away from a distribution list which is based on pre-established segmentation formulas. You can use data from visit and behavioral patterns in order to apply formulas to leads. You can set up campaigns that involve sending emails up to 180 days before an event followed by automated reminders which are sent until the event has concluded along with a ‘thank you’ message afterwards.
Salesforce can provide you with an email marketing solution but if your company’s needs are more complex, you’ll need a dedicated provider, like Response Wise.
All marketers face a challenge when it comes to delivering emails but it is an even bigger issue for B2B marketers. This is because they are forced to meet a set of unique deliverability rules for each domain in databases filled with hundreds of different sets of rules. On the flipside, B2C marketers probably have a database laden with freemail accounts so they can resolve issues with individual providers and settle any problems with a huge portion of their list with one single effort. Below, we look at some common B2B deliverability issues and how to fix them.
There seems to be a belief that the more emails you send, the more successful you will be but this is completely false. Since more than 10% of B2B emails are marked as spam and each email goes through a number of filters, it is best to manage your list and focus on quality over quantity.
This makes perfect sense because in B2B marketing, each potential client is a lucrative contract so you need to worry only about companies eager to do business. By sending out countless emails, you will end up with an inordinate amount of time wasters who you will be futilely chasing while using up valuable resources.
We have already mentioned that a relatively high number of B2B emails are marked as spam and this can lead to complaints and damage to your company’s reputation. What you need to do is segment customers according to Job Title, Product Affinity, Downloads and Website Activity. It gives you clean leads from the beginning and the result is fewer complaints due to unwanted information. Companies that receive relevant content certainly won’t mark it as spam and are more likely to open and engage with the emails you send.
As there is high employee turnover in modern companies, it is likely that an employee leaves and the email address they use remains unused. As a result, you end up targeting a company using the wrong email address as it has been changed! The former employee often as the email address forwarded to him, receives your email and marks it as spam.
What you need to do is develop a reactivation campaign and this begins by sending emails asking the recipient if the right person is being reached. This should elicit a reaction whether it is a positive response or an ex-employee unsubscribing. You should use this kind of campaign to target inactive emails and find out if they are still in use. Then you can cut the cord if necessary and save time and resources.
B2B email marketing is more difficult than its B2C equivalent but the rewards can be so much greater when you get it right. Overcome the deliverability challenges discussed above and your business could have a very bright future.
The huge increase in popularity of smartphones and their convenience for users means that email marketers need to find ways of tailoring campaigns to suit users of mobile devices. As at May 2012, it was discovered that approximately 66% of smartphone users check their email at least once a day. Clearly this is a golden opportunity for email marketers.
However, it is not being grasped properly as email marketers are struggling to turn email views into click-throughs. While 27% of emails opened on a desktop or laptop are clicked-through, only 10% of emails on mobile devices enjoy the same success. It is obvious that marketers need to change their tactics and formulate content specifically for mobile users and here are some tips.
Find Out The Devices Being Used To Click & Open
You need to discover if your target audience uses tablets or smartphones and also learn more about their purchasing behavior: for example, do they open the email using a mobile device but only make the purchase on a laptop or desktop? Most surveys indicate that iPhones are used most often when it comes to opening retail emails for example with Microsoft Outlook second and the iPad third.
When it comes to click-throughs, it would appear as if Outlook and Hotmail are the most commonly used devices. There are some interesting statistics we have discovered; while the percentage opens and click-throughs are almost the same on Outlook, there is a significant difference when it comes to iPads. It appears as if over 30% of people use the iPad to open the email only without clicking-through.
Getting Them To Open
The strategy for opening on mobile devices is similar to that of desktop opens but in the case of mobile, there is a pre-header text visible in the inbox. Use the pre-header text along with your name and the subject line together to entice them to open the email. Make sure the name is recognizable and it is best to use your brand name here. The pre-header text contains rich text and you should state your call to action at this stage.
The subject line should be no more than 40 characters long and the email itself should be filled with the benefits of using your product. Avoid using words like ‘coupon’ and ‘voucher’ and if applicable, have a seasonal theme to generate interest. It goes without saying that the email must be readable and also quite short. You can use longer copy if it is necessary but the email must be scrollable and the template must be clickable.
When you take the above tips into consideration, you should help your audience to interact with your emails on a mobile device. Send the emails at the optimum time and increase the level of convenience and you should see a boost in audience responsiveness.
Despite what some ill-informed critics may say, email marketing is not only alive and well, it remains as one of the most reliable yet complex marketing strategies when it comes to increasing brand awareness, increasing trust and expanding your reach. It is also inexpensive when it comes to utilizing it and the ROI derived from it can be incredible. Email marketing works but only when used in the right manner and below, we offer some bite-sized tips with regards to using email marketing to improve customer engagement.
- Short Subject Line: It should be obvious that open rates increase when a short, snappy and compelling subject line is used. Additionally, some email providers will cut titles less than 50 characters long. Don’t despair; this actually helps you because it forces you to be succinct and this will only serve to improve the quality of your subject line.
- Keep It Real: A huge mistake made by marketers is to have an address with noreply@ or info@. If you want to increase customer engagement, you need to send emails with a real name or else your message will be dismissed as spam.
- Transparency: This falls into the ‘trust’ category because customers don’t have time to waste with long-winded emails. Keep it simple and explain why you have contacted them. If you are emailing a subscriber, it is a good idea to refer to a newsletter that was previously sent.
- Benefits Over Features: Customers do not want to hear about why your company is so great nor do they care about any awards you have won. They want to know what benefits can be derived from using your product and why it is better than your competitors. Each email should provide genuine value and should contain quality information from the first line.
- Be Concise: Don’t waste time by rambling; get to the point, explain the benefits and sign off. Some of the most successful marketing emails we have ever seen have been 200 words or less.
- Add A Signature: End the email with a handwritten signature like you would see on a letter. There are all kinds of tools available to allow you to do this. This signature should include your full name, the company name and your position in the company. This makes you seem more ‘real’ and it is a nice, classic touch. You must also include social media buttons that link to your company profiles on sites such as YouTube, Twitter and Facebook.
The above tips are not difficult to implement and you will be amazed at the results. Customers receive so much junk email that provides no value that they will be thrilled to receive messages that offer hope and real benefits.
If you would like to discuss this with one of us, feel free to give us a call! 512-318-2495
If you have knowledge of online marketing, you will know that video marketing and email marketing are two of the best ways to improve your profits but surprisingly few companies managed to combine the two until recently. This has changed though and approximately 60% of marketers use video with their email marketing campaigns. Imagine having the convenience and speed of email marketing coupled with the ability to promote your brand visually. The possibilities are endless so below, we focus on 5 quick tips to help you learn how to use video with your email marketing campaign for success.
- Don’t Just Rely On YouTube: While YouTube is an amazing advertising opportunity with 1 billion unique users a month and 6 billion hours of video watched each month, you should focus more on branded video landing pages for the sake of your email campaigns. When you use custom landing pages, you have a semblance of control over branding and more importantly, user experience and you can also add extra space for contact information, company info and the all-important call to action.
- Embed Thumbnail Images & Include Links: Embedding a video into an email message is difficult so make things simpler by embedding a thumbnail image of the video that causes the video to play when the ‘play’ button is clicked.
- Gone In 60 Seconds: The Internet generation has the shortest attention span ever so you need to get their interest as soon as possible. After 60 seconds, most videos lose a lot of views so focus on getting in the main marketing message in less than a minute and cut out the fluff.
- Be Mobile Friendly: It is likely that more people will be viewing websites through mobile devices than desktops and laptops in less than 2 years so you need to get ready. You also need to cater to the hundreds of millions of mobile Internet users today so ensure all email marketing messages and accompanying videos can be delivered in HTML5 and Flash formats.
- Measuring Results: You not only need to track email click and open rates, you also have to track the amount of video plays and the percentage of viewers who watched the video the entire way through. By doing this, you can get valuable insights into the minds of prospects and benefit from the statistics you uncover.
We hope that this information has proved useful and that you can go forth and create an email marketing campaign backed up by high quality video.
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