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Digital Marketing – Email Marketing
A.A. 2017
Digital MarketingDott. Luigi Greco
Email Marketing
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What is email marketing?
A structured, systematic process that is one of the most successful channels for delivering highly relevant marketing communications to targeted subscribers
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Source: The art of Digital Marketing, Ian Dodson
Is email marketing still relevant?
Email is still a huge part of being a successful business
Inbound is all about empowering visitors, leads and customers with helpful, relevant content that provides value
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Source: Email Marketing and Your Business, Isaac Moche and Jessica Webb
Important: Avoid Spam!
To avoid spam filters, in your email you have to avoid:
▪ Image and text imbalance▪ Too much formatting▪ Attachments▪ Obscene terms
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Source: The art of Digital Marketing, Ian Dodson
Some ways to avoid Spam judgment
▪ Save subscriber lists from spam. You are allowed to send a marketing email to individuals who have been active subscribers in the 12 months prior to it
▪ Stay relevant. You should only send an email if message relates to similar products and services that the recipient has previously shown an interest in
▪ Don’t conceal your identity. Marketers cannot send an email if the identity of the sender has been disguised or obscured
▪ Don’t buy or share lists. If you are targeted by an individual offering to sell you the email addresses of every law firm in the country, keep in mind that while that individual may have the right to use those subscriptions, you do not
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Source: The art of Digital Marketing, Ian Dodson
How collect subscriber data?
Offline Methods
▪ Printed material▪ Events▪ Offline customer touchpoints
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Source: The art of Digital Marketing, Ian Dodson
How collect subscriber data?
Online Methods
▪ Website sign-up forms▪ Social media▪ Online customer touchpoints
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Source: The art of Digital Marketing, Ian Dodson
The anatomy of an effective web sign-up form
A good sign-up form should be:
▪ Easy to find. Sign-up or contact forms should be on every page
▪ Nonintrusive. Incorporate a sign-up form that doesn’t interfere with users’ browsing experience
▪ Seek only relevant information. Ask for relevant information only, and keep the form short and simple to make it as easy as possible to complete
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Source: The art of Digital Marketing, Ian Dodson
The features of data segmentation
▪ Demographics▪ Geography▪ History (for who is already customer)▪ Relationship▪ Customer lifecycle stage▪ Dynamic segmentation
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Source: The art of Digital Marketing, Ian Dodson
How increase email interaction? 1/7
You should always personalize the sender name. Grounding your email in a human, personal context is the best method of guaranteeing engagement. Try not to use reply addresses such ad sales@ or info@; personalization is a simple, effective method to improve open rates
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Source: The art of Digital Marketing, Ian Dodson
How increase email interaction? 2/7
▪ Relevance of the message. You have to ensure that youremail is meaningful to the recipients. If it doesn’t interest,engage, or entertain them, they likely to unsubscribe
▪ Frequency of sending. Be sure not to saturate subscriberinboxes, as this could infuriate users. A good rule is to startby sending no more that two emails a week, perhaps onTuesdays and Thrusdays
▪ Interruption factor. If you are going to interrupt subscribersduring traditional work hours on a weekday, you need to becertain that you are not interrupting them with an email thathas no relevance to them
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Source: The art of Digital Marketing, Ian Dodson
How increase email interaction? 3/7
When you are designing an email, you should design it for the device on which it will be viewed:
▪ In a desktop-friendly email you can use more text than image. Reduce the amount of text and increase images in mobile-friendly email
▪ If you used 5 call to action in a desktop-friendly mail, limit that to two for mobile
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Source: The art of Digital Marketing, Ian Dodson
How increase email interaction? 4/7
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Desktop-friendly email
Mobile-friendly email
How increase email interaction? 5/7
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81% of smartphone users say email is the most popular activity they use their phone for
People want emails that can be clearly read on smartphone
Source: OFCOM4 e DMA
How increase email interaction? 6/7
You have a small handful of words with secure an open, so the first two or three words are crucial! Make sure that your subject line is relevant to the recipient
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Source: The art of Digital Marketing, Ian Dodson
How increase email interaction? 7/7
The key features of email copy that affect engagement are:
▪ Relevance. Your email must be composed of relevant messaging that is targeted at a specific audience
▪ Calls to action. Include clear and specific calls to action that generate click-throughs
▪ Personalization. You should use personalization to generate more email engagement
▪ Structured. Use clear headings to introduce new paragraphs and bullet points to break up information, and make the message easily digestible
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Source: The art of Digital Marketing, Ian Dodson
The importance of personalization
Just because your email went out to 10,000 people doesn’t mean it has to read like it did
94% of business say personalization is critical to their current and future success
Personalized email messages can improve click throughs on a call to action
by an average of 14% and conversions by 10%(Aberdeen Group)
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Source: Econsultancy, Email Marketing and Your Business, Isaac Moche and Jessica Webb
What is an ESP?
An ESP (email service provider) is a company that helps you send email marketing messages by offering an email marketing platform or email tool
Basic functionalities include:
▪ Create email templates and/or use pre-made templates▪ Maintain a subscriber list, uploaded by the user for
distributing messages▪ Send email, allowing users to distribute their messages to
subscribers▪ See statistics and reports of email campaigns and individual
emails to measure success
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Source: http://www.emailvendorselection.com/email-service-provider-esp/
What are ESPs’ benefits?
▪ Security benefits▪ Easy to access▪ Attractive templates▪ Insights
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Source: The art of Digital Marketing, Ian Dodson
The importance of schedule
▪ The recommended time frame is between the hours of 5:00 a.m. and 9:00 p.m.
▪ For B2B (business-to-business) marketing, the optimum times to send are Tuesday through Thursday between 10:00 a.m. and 12:00 p.m. and after lunch between 2:00 p.m. and 4:00 p.m.
▪ For B2C (business-to-consumer) marketing optimal send times vary dramatically across industries but will be more in line with evening open rates
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Open rate. The percentage of recipients who have opened or viewed your email
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Total opens. The total number of times recipients have opened your email
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Unique opens. The total number of opens from original, or unique, subscribers
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Unique clicks. The total number of unique users who clicked on link
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Click to open rate. The number of unique clicks divided by the number of unique opens expressed as a percentage
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Click-through rate (CTR). The percentage of subscribers that opened your email and clicked on a link within the email
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Total clicks. The total number of clicks from users
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Unsubscribes. The total number of subscribers who opted out, or unsubscribed, and no longer want to receive your email
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Bounce rate. The percentage of emails that could not be delivered to subscribers and were sent back to your ESP
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Hard bounce. Messages that are permanently rejected due to an invalid email address or because the recipient’s server has blocked your server
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Source: The art of Digital Marketing, Ian Dodson
Metrics for email marketing
Soft bounce. Messages that are temporarily rejected because the recipient’s inbox is full, the server isn’t working, or the email exceeds the size limit set by the recipient or ESP
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Source: The art of Digital Marketing, Ian Dodson
Example of business case
What kind of open rates should companies like yours expect? How many bounces are too many? What’s an acceptable abuse complaint rate?
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Source: https://mailchimp.com/resources/research/email-marketing-benchmarks/
For example, if your business were an e-commerce, it would be:
Open Click Soft bounce
Hard bounce
Abuse Unsub.
16.75% 2.32% 0.30% 0.24% 0.02% 0.23%
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