The role of the email within the inbound smarketing Strategy

1. The role of the
Email
within the
Inbound Smarketing
strategy
José L. Giráldez
Hunter of Customers &
Added Value Provider

2. Thank you page

3. FACT - 2
FACT - 1
*AVG ROI of an Email
$1  $40,65
63%
of marketers cite Email
as the channel that offers
best ROI
(*) Message System Co.
(*) DMA (Direct Marketing Association)
“Your email marketing should be part
of a holistic approach
to educate your contacts”
FACT - 3
Your DB LIST
decays at an avg of
25%
per year
FACT - 4
Email opens
in mobile devices
increased by
34%
(*) From April 2011 to Sept 2011

4. KEY ELEMENTS OF A WORLD CLASS EMAIL
1 - Identify a SPECIFIC GOAL
What is the desired action, once the email has been readen?
2 - SEGMENT your list
3 – PERSONALIZE as much as you can
4 – Use STRONG + VIBRANT + ACTIONABLE language
5 – CLEAR + COMPELLING subject lines + email copy
6– WRITE in the second person

5. KEY ELEMENTS OF A WORLD CLASS EMAIL
7- Focus on BENEFITS, not features
8 – Be BRIEF (NO more than 200 words)
9 – Concise SIGNATURE/FOOTER
10 – TEST it!!! (in different: Platforms, Devices, Systems, …)
11 – ANALIZE it!!!

6. TYPES OF EMAILs
EMAIL NEWSLETTER
It is expected (after all,it is the result of a subscription)
Optimal to promote Brand Awareness
You can use it to Repurpose Content
Suitable ofr Current Customers and for customers within the Nurturing phase
Can provide varied contents:
• Discounts
• Information
• Offers
• Links to surveys
• Announcements
• New products
• …
• Its lay out is complicated
• It can be difficult to get attention on a CTA
•
•
•
•
•

9. TYPES OF EMAILs
EMAIL DIGEST
Summarizes existing info and delivers sanpshots
• “Top blog posts of the month”
• “Top performance data of the month”
• “Your daily pics”
•…
• Much easier to consume than Newsletters (after all it is a list of links)
•

12. TYPES OF EMAILs
EMAIL STAND ALONE (Dedicated Mails)
•
•
•
•
•
It has only ONE purpose. One specific action (CTA)
Very focused
Easy to build
Fast to measure
Less consistent than other types of email

14. TYPES OF EMAILs
EMAIL NURTURING
•
•
•
•
•
•
It is timely
Must be an automated process
It is very targeted
Content related to the nuances and needs of the prospect
Only allows a passive tracking
Low concurrent buzz

18. TYPES OF EMAILs
EMAIL TRANSACTIONAL
•
•
•
•
•
The recipient is anticipating this email (triggered by its actions)
CTR will increase
Very high open rate
The secondary CTA is very important
Very focused

20. 8
1
THANK YOU!!
2 TEXT
SHOPPING BAG
5
CTA
6 SHARING BUTTON
3 SHIPMENT DETAILS
7 +INVOLVEMENT BUTTON
4
SHIPMENT /ORDER DETAILS

21. 1
ORDER IDENTIFICATION
2 TEXT
3 TRACK BUTTON
4
5
SHIPMENT /ORDER DETAILS
TRACK IDENTIFICATION

22. TYPES OF EMAILs
SPONSORSHIP EMAIL
•
•
•
•
Higly targeted
Ver exact calculation of ROI
You have to pay for it
Needs to invest in additional resources

27. MEASUREMENTS
BOUNCE RATE
• Emails not delivered!! (can be due to Hard Bounces or Soft Bounces)
• Hard bounces occur when delivery is attempted to an invalid email address,
• Soft bounces occur when the email server encounters an issue, such as a mailbox
that has reached capacity.
• A double opt-in list signup ensures that the email addresses on your list are functional
Total Number of emails that bounced
X 100
Total Number of emails sent

28. MEASUREMENTS
DELIVERY RATE
• % of Emails delivered!!
• Look for a delivery rate of 95% or higher
• Remember: If you want to have any chance of engaging a customer/prospect
with an email campaign, that message has to get delivered to their inbox
Total Number of emails sent – (Hard & soft bounces)
X 100
Total Number of emails sent

29. MEASUREMENTS
LIST GROWTH
• A measurement of how fast your email list is growing
• The natural churn rate of an email list can be 25% annually
• A steady, positive list growth rate helps keep your list healthy and contributes
to the overall success of your email-marketing program
New emails subscribers – (Opt outs + Hard bounces)
X 100
Total Number of subscribers on our list

30. MEASUREMENTS
CLICK THROUGH RATE
• The click-through rate measures how many times the links in your email
message were clicked
• The CTR rate varies by industry and by Type of email.
• The more relevant your content and marketing messages are to your audience,
the higher the click-through rate
Total # of unique clicks
Total Number of links in the email
X Total Recipients

31. MEASUREMENTS
EMAIL SHARING RATE
• The percentage of emails shared
• Can be shared through “Social Networks” or “Forwarded to a friend”
Total # of emails shared
Total Number of emails delivered
X 100

32. MEASUREMENTS
EMAIL CONVERSION RATE
• Are you getting the results you’re looking for? That’s what this key metric tells you.
• The conversion rate tells you how many of the people you sent the email to actually
clicked all the way through to complete the desired conversion
Total # of people who converted
Total Number of recipients
X 100

33. MEASUREMENTS
EMAIL OPEN RATE
• This metric measures the number of people who open an email message
• Open rates varied widely by industry
Total # of emails opened
Total Number of emails sent
X 100
EMAIL UNSUBSCRIBE RATE
• The unsubscribe rate measures the number of people who “opt out” of your email list.
• In addition to measuring the quality of the subscribers on your list, it’s also a good
indicator of how relevant your audience finds your content.
Total # of unsubscribers
Total List
X 100

34. José L. Giráldez
Hunter of Customers
& Added Value provider
Athos-world
http://es.linkedin.com/pub/jose-l-giraldez/6/a08/0
GiraldezGo
+34 916419116
jose-madrid.es@googlemail.com
If you quit nobody will care, but you will always know it!!
Some of the graphics come from public documents or web sites, and have been used with the sole intention of
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