Make Email Campaigns Click Worthy
- 1. “ Make Email
Campaigns “
Click Worthy!
Make Emails Sell, Engage and Personalize Equally Earn
Email Campaign ROI!
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- 2. Contents
Introduction
Customer Centric Email Marketing
Personalization in Email Marketing Campaign Execution
Boost Email Marketing Campaign ROI
Conclusion
Introduction
Email marketing is an over rated subject for marketers today. However, it is still a preferred channel.
While it has been around for ages, email marketing has evolved over the years. Today, the main focal
areas are content relevancy and mobile optimization. What better to justify their importance, than
through hard stats?
85% of U.S. adults own a mobile 29% of consumer inboxes
phone and 56% of U.S. mobile comprise of e-newsletters
phone owners access the Internet 60% of spam trap hits comprise of
More than 50% of them access marketers
emails on their phones 70% of spam complaints include
88% of them check emails on offers, opt-in newsletters and
their phones daily notifications that recipients wish
not to receive.
Source: - The Pew Internet and Source: - Return Path's November 2012
American Life Project, Knotice Email Intelligence Report
© 2013 InfoCheckpoint. All rights reserved.
- 3. In context of relevancy, gone are the days of “bulk and blast”. Customers have become sensitive to
what they read, and have stronger preferences of what they wish to receive. Moreover, with increased
use of mobile devices and smart phones, email access has become pervasive. That is reason why
customercentric marketing is a best practice every marketer needs to adopt.
Customer Centric Email Marketing
Customers are inundated with emails every day. So how do you stand out? How do you create an
impression without being too promotional?
‘Bulk blasting’ and selling surely is NOT the tone your
email marketing campaign should have. The
89 billion is the number of
‘buzzword’ here is personalization. Create emails that
business emails sent and received
you wish to read as well. The first step in creating a everyday in 2012!
personal email campaign is to know the ‘why, what
and how’ of your customer. 143 billion is the estimated
figure of emails that will be sent
and received everyday by 2016!
Why do customers join email lists?
What do customers expect from business emails?
How are customers accessing emails today, through
what devices?
Once you establish answers to get to know your
customers better, only then will it be possible for
them to relate to what you are trying to tell them. The
bottom line here is to develop emails that sell, engage Do You Know the ‘Why, What
and personalize equally. and How’ of Your Customer?
Create conversations, develop dialogues, make emails Source: The Radicati Group, Inc. (A
Technology Market Research Firm)
customer centric! Get to know ahead how to instill the
essence of personalization in email campaign
execution.
© 2013 InfoCheckpoint. All rights reserved.
- 4. Personalization in Email Marketing Campaign Execution
With email marketers, the focus invariably is on
successful email campaign execution. It is all about
Personalize with
how many mails reach the inbox, open rates, click
through rates and conversion rates. Personality, Send Emails
to Readers than Inboxes!
Addressing the recipient by his / her first or last
name is surely not enough of personalization
recipientsAddressing the recipient by his / her first
or last name is surely not enough of personalization
recipients wish to receive. We all know this is
automated. What can be done to make your email
message personalized and at the same time get your
message across? Here are some helpful tips:
Address on a first name basis – Yes, addressing What about the content?
recipients by their name is the first step in capturing What about the readers?
attention. Mails without personalized greeting tend What about personalization?
to get discarded and forgotten faster.
Make it Crisp – Don’t stop with personalized greetings. People receive more than hundred mails
every day; nobody has the time to read long messages. Keep it to the point. State your message, your
objective of mailing and purpose concisely. Beating around the bush is only going to lose the attention
of the reader.
Personalize with Personality – Do not underestimate readers. They can identify mails designed
for mass mailing and they instinctively send such message into trash. Your message should have
personality that creates a connection with two people, the reader and your company. Nobody likes to
receive messages written by ‘bots’.
If recipients get a feeling that there are being sent “form letters” written from a template, they will be
disinterested in reading with future correspondence.
While personalization through email messages is one way of executing successful campaigns, the
other key factor is in utilizing opt-in email databases. Get to know ahead how you can boost email
campaign ROI.
© 2013 InfoCheckpoint. All rights reserved.
- 5. Boost Email Marketing Campaign ROI
Times have changed but email marketing still reigns supreme: "Return of Investment (ROI) from
email marketing exceeds banner ads ($2) or keywords ads ($17) by a whopping $40. (Source:
MarketingProfs)
Hence as a marketer you need to know the art of how best you can convince the recipient to open,
read, and place an order through your emails. The layout, design, call-to-action, etc., has to be taken
care of – along with the content. As an email marketer you must carry a checklist along with you.
One silly or unintentional mistake can thwart your chance of getting the attention of your
subscribers. Surely you don’t want something like that to should happen, right?
All you need to do is, keep your email checklist handy and use it to monitor and evaluate while you
run your email marketing campaign. You can make your own checklist or use the one give below:
Email Layout Checklist
Yes No
Is the email content too clumsy and crowded that might turn people off?
Does it contain links to the landing page?
Have you tested the appearance of the email content in different browsers?
Have you used an easy-to-read layout?
Does it contain graphic images that will suit the email content?
Are the graphic images strategically placed?
Have you selected the correct email template to suit your campaign?
Have you created both HTML and plain text version of your email?
Is there any proper header in the email?
Is your company name or brand name appearing on the ‘From Line’?
If you are using your company/brand logo, is it placed prominently in the email header?
Does your email content have a proper footer?
Does it contain a link to unsubscribe?
Have you placed your signature in the end of the email?
Does it include your authentic office/business address and contact number?
Have you included links like privacy statement, disclaimer and content protection copyright notice?
Have you double-clicked all the call-to-action links that you have placed in the email?
Have you overcrowded your email with too many links that might turn off your target audience?
Is your link to ‘unsubscribe any moment’ working fine?
Is your landing page working properly and are the links present in the landing page operating well?
Have you asked your target recipients to whitelist your ‘From-Address’ so that your mails are
delivered straight to their Inbox and not Junk folder?
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- 6. Conclusion
It is really important to determine your objective before rolling out an email campaign. Your goal
could be to turn prospects into customers, to strengthen relationship with your existing customers or
to implement better and cost-effective marketing. Whatever the aim, what really matters is that it
should sync with your organizational goal and business policies.
In a nutshell, businesses that do not study the performance of their email campaigns have a higher
probability of lower ROI on marketing investment. Marketers need to evolve with changes in email
marketing. Content relevancy, mobile optimization and personalization should be the primary aspects
to consider, making campaigns successful and ensuring that emails are click worthy.
Make Emails Sell, Engage and Personalize Equally
Earn Email Campaign ROI!
Contact Us to Know How
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