Post on 24-May-2020
Everything You Need to Know About
Successful Email Marketing. Learn to
Manage Campaigns & Generate Leads
Faster.
Best Practices for Email Marketing in 2015
INTRODUCTION
Email marketing offers a number of benefits, like; less
investment of time and effort, higher return on small
investments, ability to test marketing concepts, ability
to involve customers with personalized messages, and
facility to track prospect behavior. Owing to the same,
two thirds of CMOs in the USA declared ‘email
marketing’ as the most effective customer retention
tool in 2014.
We have to acknowledge that not every campaign is successful because...
Email messages are never opened
Email marketing has been here since the invention of the Internet and has evolved with the growth of e-commerce. Over the past couple of decades, it’s proven to be a very effective marketing tool.
Studies endorse that for every $1 invested in email campaigns, the average return is $44, making it a very cost-effective and high-return marketing channel.
44%
People unsubscribe from the company alerts/emails, they
previously signed up for.
Best Practices for Email Marketing in 2015 | 1
91%
The simple answer is “No”.
If 65% of marketers are earning leads from emails, it means the channel is not dead. In this guide, we’ll help you understand the “success principles” in the form of best practices. dd They will guide you to run and manage your campaigns effectively, nurture leads, close deals and achieve your business goals.
So what should we assume? Is email marketing dead?
Best Practices for Email Marketing in 2015 | 2
Why is Email Marketing Relevant in 2015?
Statistics Tell Us Why Email Marketing Is Still the Medium of Choice.
Best Practices for Email Marketing in 2015 | 3
That’s one email every 0.00000035 seconds
Billion emails sent per day
247
the average return is $44.25
For every
spent on email marketing
$1
with a well-planned email marketing campaign
of consumers are inclined to make a purchase
65%
People who receive emails
spend more than those who don't receive
138%
than Facebook and Twitter, according to McKinsey & Company
Email is
times better at acquiring new customers
40
check emails on mobile devices
of the corporate decision makers
35%
at least once a day
of the people check their inbox
91%
via email rather than direct mail or text messages
of consumers want to communicate with brands
70%
by 2017
Business emails volume will cross
billion emails (Sent & Received) per day
132
In
companies in United States cited email marketing as the most e�ective digital marketing channel for customer retention
2014
If So, Then Why Do Email Campaigns
Fail to Achieve Their Goals?Many marketers are unable to achieve their goals with email marketing because they do not follow best practices. Before we move to best practices, let’s review key factors that lead to failure.
Best Practices for Email Marketing in 2015 | 4
You’re sending mass emails but ignoring a list/blog subscriber’s
privacy. This ends up with un-subscription or “mark as spam” click.
Spamming
As a marketer, you fail to understand that “Email marketing is so much
more than coupons, o�ers and newsletters”.
Transactional emails like; reminders, notifications, password changes
and confirmation have significantly higher open rates because they
serve a purpose.
You’re spending time and money in email creation but the list is
outdated. To put it plainly, you’re sending emails regularly, but aren’t
growing your database and lists.
Ignoring Behavioral and Transactional Emails
Using Outdated Lists
If you fail to quickly communicate value, your email will surely bounce
from the audience’s attention.
You Fail to Communicate Value
Best Practices for Email Marketing in 2015 | 5
When a marketer adds too many images and too much content, the
result is confusion.
Visual Noise is An Email Killer
This is self-explanatory. When you fail to keep things simple, don’t
blame the readers for cold response.
Too Many Options Lead to No Option
What’s the first thought on your mind when you open a message in
your inbox? Yes, “what’s in it for me?’ The recipient evaluates the
message on the benefits it o�ers. Again, it’s result of poor value
proposition.
WIIFM
A lot of marketers still rely on simple email marketing tools with little
or no marketing intelligence and no CRM integration. Not every
platform o�ers prospect behavior tracking and deep analytic, which
causes failure of the campaign.
Ignore Analytics
With studies endorsing businesses’ expansion related budgets soaring up, the penetration rate of automation platforms is expected to pass 50% in some industries. This complex and changing environment has led to creation of new rules of the game. To help our readers plan their better email marketing campaigns, and achieve their marketing goals, we are listing down key rules for email marketing in 2015. These are based on studies, latest trends, digital marketing statistics of 2014 and 2015, and our experience with Fortune 500 to small businesses.
Also Read: Marketing Automation Industry in the Year 2015
Best Practices for Email Marketing in 2015
Email marketing automation has been one of the key tools of marketing success in the year 2014. According to Forbes, approximately 63% of the companies that have out-marketed their competitors in the recent years have used one or more automation tools. Looking at the B2B marketing campaigns, we see a range of changes and emerging trends; like, a shift from mere email marketing to integrated marketing automation.
Best Practices for Email Marketing in 2015 | 6
1
Best Practices for Email Marketing in 2015 | 7
“Content is king” is the most familiar
phrase in digital marketing. With the
growing need of content in prospect
management and lead nurturing processes, the
need for a dedicated email content strategy
has been made clear. Be it on a landing page,
in a newsletter, or part of a promotional blast;
it is your content that motivates people to
consider your ‘call to action’. Therefore,
successful marketers will design a cohesive
content strategy for their email blasts.
Prepare a Dedicated Email Content Strategy
2
We’ve observed that despite some problems
with HTML and CSS support in email marketing
platforms, marketers try their best to optimize
designs. In 2015, we expect brands and managers
to keep pushing this ‘industry specific design’
phenomenon to ensure relevancy of their
messages. We might see a growth in videos and
interactive content being pushed in the emails.
Not every platform has an easy email editor or
the facility to offer clients upload their own
custom HTML (Makesbridge offers both).
Choose Industry Specific Designs
3
Best Practices for Email Marketing in 2015 | 9
We already see a change in the way marketing
messages and designs are crafted. Every
aspect of digital marketing now revolves
around personalization and this trend is
expected to grow faster in 2015.
Hyper-personalized ads, messages, designs, and
algorithms will be used for location
targeting and retargeting campaigns. The
ultimate objective is to feed prospects what
they want/like and close a better deal.
Personalization
4 Enable Social SharingYou can increase your ROI by 46% by adding
social sharing buttons in your email.
5
Best Practices for Email Marketing in 2015 | 10
As noted in the previous chapter, too many choices
and visuals create distraction, which leads to cold
response or bounces. Offer one or limited choices
and do not keep things open-ended. In addition,
avoid too many graphics. An industry specific
design with your logo and one relevant image will
be sufficient.
Keep it Simple & Short
6
This is self-explanatory. Over 46% of adults
and 36% of corporate decision-makers check
their inbox on a mobile device. The statistic
points to the importance of designing
newsletters, promotions, and landing pages in a
way that they are mobile friendly.
A responsive design will ensure maximum
outreach, better open and click through
rate, and enhanced possibility of
conversion. At Makesbridge, we have ensured
that our built-in templates for emails,
newsletters, and landing pages are mobile
friendly and relate to different
industries.
Mobile Compatibility
7
Best Practices for Email Marketing in 2015 | 11
One key reason of campaign failure is lack of deep analytics
and integration with CRM. In order to ensure maximum success
rate, integrate your CRM with marketing automation and use a
multi-tasking platform. You need to track your site’s traffic
behavior and analyze previous campaigns before boarding on to
another one. Make sure that your platform has the key
features like nurture tracks, automation, auto-responders, and
sales alerts.
If you are using a simple email marketing tool for email blasts
and nurture tracks, leap one step ahead. Subscribe to some
multi-tasking marketing automation platform that could help
you in email blasts and offer automation services coupled with
complete intelligence of website, email campaigns, traffic,
social media portals, and search marketing.
Use Multi-Tasking Automation Platform
The best practices are only one element to enhance e�ectiveness of your
email marketing campaigns. Remember, email marketing is not a separate
or isolated channel. Instead, it is one element of your overall digital
marketing strategy. The secret of success lies in e�ective integration
across these channels. Your search, social, paid, content, and email
marketing campaigns have to be in complete alignment in terms of
objectives, content, and message.
At Makesbridge, we hope this E-Guide proves useful in helping you
achieve your digital marketing goals. We are committed to help
businesses with quality content, guides, and a�ordable marketing
automation services.
CONCLUSION
Makesbridge is a multi-tasking marketing automation platform that o�ers email marketing, sales
automation, mass emails, nurture tracks, tight integration with CRM/Salesforce, prospect tracking,
Keyword/SEO analysis, and deep campaign analytics.
Visit our pricing page for 5 Scalable Packages.
Click and Join Us across Digital Channels.
A Makesbridge Presentation
www.makesbridge.com | sales@makesbridge.com | 1-866-991-7227
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