This document provides an overview of email marketing best practices. It discusses strategies for building email lists, segmenting lists, creating effective email content, testing emails, and measuring email campaign performance. Key recommendations include progressively profiling customers, using triggers to personalize messaging, testing one element at a time, and moving beyond open/click rates to measure behavioral outcomes. The document also includes industry benchmarks and lists tools to improve email marketing efforts.
2. Pieter S Verasdonck
10+ years of experience in Digital Marketing
Industries: Education, FMCG, Telco, Travel &
Tourism, Government, eCommerce & Retail,
Real Estate, Fashion, B2B Lead Generation and
even Gambling & Adult Entertainment.
Featured in:
• Smart Startups Magazine, Industry Expert
Roundup Blog Articles, SEMRush Webinars
• Spoke at: Numerous Meetups, SMX Sydney 2014
- Bootcamp & Advanced Online Marketing
Conferences (And now on Online Retailer)
20. “Segmented email campaigns produce 30% more
opens than undifferentiated messages.” - Onetate’s
Intelligent Email Marketing that Drives Conversions, 2012
“Email marketers estimate 30% of email revenue derives
from targeting to specific segments.” - DMA’s National
Client Email Report, 2013
Lists Segmentation
21. 1. Increase Open Rates
2. Increase Click-Through Rates
3. Increase Conversions
4. Decrease Unsubscribes
5. Avoid Spam Filters (Improve delivery rate)
6. Increase General Customer Happiness
Why Should I Bother
32. 2. What they’ve done: Past Behaviour,
Action Triggers
Event & Trigger Segmentation
“Event-triggered
campaigns
performed 5x better
than traditional batch
campaigns.” - Gareth
Herschel at Gartner
33. eMail Triggers:
1. Campaign
Response
2. Remailing
3. Content
Interactions
4. Non-activity
5. Major Events
6. One-Time Buyers vs.
Repeat Buyers
7. Anniversary
8. Replenishment Date
9. Cart Abandonment
42. 1. Automatically
recommended products
had 73% more clicks
than hand-selected
products.
2. Product
recommendations in
newsletters generated
46% more revenue than
handpicked products.
51. What to Test:
1. Subject line
2. From name
3. Day of the week
4. Time of day
5. Frequency
6. Mostly-images vs. mostly-text
7. Short copy vs. long copy
8. Links vs. buttons
9. Number of links
10. Unsubscribe at the top
11. First name personalization, in the subject line
12. First name personalization, in the email body
13. Animated gifs
14. Font colours
15. Font styles
16. Opt-down
17. Social sharing icons
18. Social connecting icons
19. Delivery by time zone
20. Call to action — number
21. Call to action — placement
22. Post-click landing page
23. Social proof
24. Tone — human vs. corporate
25. Copy length
52. 1. Start simple.
2. Test one element at a time.
3. Control for time of day and day
of the week.
Testing Tips:
55. Increasing Frequency
1. VIP customer events
2. Programme Your
Customers: Long-term
Selling
3. Lock In Sales In Advance:
Stock Reminder emails
4. Bounce Back Offers: Dates,
Events, Mile Stones
5. Loyalty Programs:
Members-only Offers
6. Price inducements for
frequency: % off for
volume
7. Endorse other products
or services: Cross Sell
8. A mid-job, next-job:
What Next
58. 1. Forget “batch and blast” technique.
2. Move beyond open & click-through rates
and move towards behavioural triggers.
3. Automate what you can and leave more
time for creativity and strategy.
4. Take deliverability seriously.
5. Measure your performance.
6. If you’re not testing, you’re guessing.
Summary:
Customized Tabs
Competitions & Social Media Specific Offers
Add Calls To Action To Posts
Whisper Codes
Customized Tabs
Competitions & Social Media Specific Offers
Add Calls To Action To Posts
Whisper Codes
Segments are used for:
- To pull targeted lists, and send different emails to each segment.
- To customize a single email for different segments using dynamic content.
Segments are used for:
- To pull targeted lists, and send different emails to each segment.
- To customize a single email for different segments using dynamic content.
Capture basic contact information on the first page of your site, and then ask for more information on subsequent pages.
When you recognize repeat Web visitors, ask for new information each time they fill out a form. With each completed form, you progressively add to their profiles.
Cons: https://econsultancy.com/blog/61911-the-pros-and-cons-of-a-facebook-login-on-ecommerce-sites/
Facebook Login Can Reduces Ecommerce Sales (VWO Case Study)
Accuracy of data
Loss of control
Some users don’t want everything to be connected
Some people don’t use Facebook
It doesn’t really simplify anything
Muddying your brand image
Added confusion
By paying attention to a user’s click path and transaction activity, you can make inferences about his demographics. For example, target gender based on whether a shopper visits the women’s section of the site or the men’s section. But be careful; your buyer might be shopping for a spouse, friend, or significant other!
Once customers have subscribed to your email marketing, invite them to your email preference centre, where they can customize their profiles and help you help them.
1) Target new campaigns based on how buyers have responded to prior campaigns. If a consumer always responds to content downloads but never to event invitations, stop targeting her for events. Instead, give her more content to download.
2) Remailing is like retargeting for email. With it, you give your original email a second chance by sending it again a few (3 to 5) days later, and perhaps with a different subject line, to contacts that did not open it. You could also resend emails to those who opened, but did not click, with a different call to action, or with altered content.
5) A travel company noticing that a particular customer travels to Paris every April can use transactional data to offer a related discount. Loyal customers require a different message than those merely sampling your goods. Out of all the choices they have, they’ve chosen your company not just once, but many times. Your loyal customers are also the people who with each transaction tell you they want you to succeed. Make sure they understand how important they are to you.
6) Target customers based on the anniversary of a purchase. Exactly one year after a customer makes her first purchase, she receives an email thanking her for being a loyal customer and offering her a 20% discount off her next order. Or sending a series of email reminders based on crucial dates: when to send invitations, when to think about wedding favours, and when to buy bridal party gifts.
9) Companies that sell consumable products can predict when buyers will run out by looking at typical usage patterns, and then send an offer to replenish in advance of the predicted date. Mapping customers’ buying cycles is a great tactic for small items, such as hearing aid batteries, as well as big-ticket items, such as car leases.
Reactivation
Major Event
1st Subscription
Anniversary / Birthday Event
Replenishment
Cart Abandonment
noreply@, sales@, marketing@ get picked up by spam filters and are far less personal
http://www.business2community.com/email-marketing/best-worst-email-subject-lines-2013-0646546#!CDaQ5
The results are clear: less effort and improved sales and user engagement.
The time to create a newsletter dropped by 30 to 90%.
When it comes to subject lines, boring works best. When you write your subject line, don’t sell what’s inside—tell what's inside. Read our study on writing effective subject lines.
If you want people to open your emails, you have to get past their spam filters first. Avoid using spammy keywords and phrases, and avoid using ALL CAPS or too many exclamation points!!! The best way to avoid spam filters is to learn how they work.
Too many hard bounces is a sign of an old, stale list. People change email addresses every few months. Make sure you keep in touch with your subscribers regularly (at least once a quarter), so they can stay on your list.
Soft bounces usually mean the recipient is “temporarily unavailable.” Maybe they’re on vacation, or their mailbox is full. You can keep those emails and try them again later, but MailChimp auto-cleans soft bounces after five failed campaigns.
Hard bounces mean an email address failed. Maybe it no longer exists, or maybe someone made a typo when they subscribed to a list. But hard bounces might also be spam filter —if you see an abnormally high number of bounces after a campaign, read your bounceback records for any messages or clues from spam filters. Here’s how to do that in MailChimp.
Abuse complaints happen when recipients click the “This is spam” button in their email programs. That usually means they don’t remember you. Make sure your “From” and “Subject” lines contain your company name, so your subscribers will instantly recognize you. Here are a few more tips for preventing spam complaints.
With this slide I’m violating all the rules of presentations….
Don’t start writing….I’ve done it for you.
With this slide I’m violating all the rules of presentations….
Don’t start writing….I’ve done it for you.
Test subject lines and headers first. It doesn’t take a lot of time or creative work to come up with a few simple variants, and the return can be significant.
If you test more than one element, you won’t be able to tell which variant drove the success.
If you’re testing other variants, then send on the same day and at the same time to eliminate the timing variant.
Test subject lines and headers first. It doesn’t take a lot of time or creative work to come up with a few simple variants, and the return can be significant.
If you test more than one element, you won’t be able to tell which variant drove the success.
If you’re testing other variants, then send on the same day and at the same time to eliminate the timing variant.
http://marketingwizdom.com/strategies/frequency
1) Begin to think of each email campaign you send out as part of an ongoing dialogue with each prospect. The way to keep the conversation going is to listen (how are recipients responding to the campaign), be relevant (what are their profiles and interests), and engage them in meaningful ways (if they visit your product page, your next communication should focus on products, not your blog).
2) The standard email success metrics are great, but explore all the valuable information available to you. After each email campaign, see where prospects went on your Web site, how often they visit, and whether there are new ways to think about how to segment your prospects based on the behaviours they exhibit.
4) Your creative strategies are no good if your emails can’t even get through to your prospect’s inbox. Use your email delivery platform to proof how your campaign will look in different email readers and identify if the HTML or content will cause trouble with spam filters before you hit “send.”
5) Email testing shouldn’t be difficult to execute or understand the results. Testing subject lines should be a standard process to optimize open rates, but try to incorporate A/B testing into your campaigns whenever you can. All you need is two versions of an image, a piece of copy, or a promotion, and you’ll be on your way.