Creating an email marketing campaign

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Creating an email marketing campaign

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Creating an Email Marketing Campaign:

Creating an Email Marketing Campaign LEADSCRIBE

Creating an Email Marketing Campaign:

Creating an Email Marketing Campaign Determine the Purpose of Your Campaign Define your audience Determine your sending frequency and goals Determine your content Determine email segments Select an Email Marketing Provider. Design / Select email template Organize Your Email list. Setup Tracking Test and Refine.

Determine the Purpose of Your Campaign.:

Determine the Purpose of Your Campaign. Spend a little time with your marketing and sales team to pinpoint the purpose of each message so that you can craft the design and copy of the message to the proper list segment. To get your creative juices flowing, here are some common campaign objectives that you may want to consider: Promote a specific product / service to generate repeat business from existing customers Drive traffic to a new page or article on your website

Define your audience :

Define your audience Before you start designing, writing, and sending campaigns, you should define your audience. Once you get a grasp on the people who will be reading your emails, it will be much easier to decide what to say to them.

Determine your sending frequency and goals :

Determine your sending frequency and goals Not all sending frequencies are created equal. Some users, send on a daily basis because that's a key part of their mission. Others,on Fridays, offering a little e-gift for the weekend. decide what you'd like to get out of your email marketing. Are you looking to direct readers to your website? Help promote sales? Increase traffic at events? Set goals like these for your campaigns, then keep track of your progress over time.

Determine your content :

Determine your content Now that you know who you're talking to, it's time to think about what you're going to say to them. "What you say" is your content. Think about why this audience signed up for your emails in the first place, then focus on delivering that to them. It can be helpful to outline general content types that you might include in each email campaign. Later, as you're putting together your newsletter, you can refer to this outline to make sure you're staying on track.

Determine email segments :

Determine email segments We need to document some like "from"   address The  subject line detail the  outline Signature

Select an Email Marketing Provider.:

Select an Email Marketing Provider.   The best thing we could tell you would be to do your homework, talk to and try different providers and go with the one that you click with the most. We’re not going to do that though as we know you’re probably not prepared to spend the time or money needed to do this.

Design / Select email template:

Design / Select email template Don’t Overdo the Design.  As with many things in marketing, the more simplified something is the more effective it usually will be. The same goes for design. Keep your email’s design very simple by following some of the tips below that we have found to be effective:

Organize Your Email list.:

Organize Your Email list. One of the most commonly overlooked elements of email marketing is list segmentation. If you fail to properly segment your email contacts into specific lists, then you will most certainly experience lower click through rates and response rates when you send your messages. Here are some common fields to segment your lists by: Location

Setup Tracking:

Setup Tracking Being able to evaluate the effectiveness of each campaign will prove essential to maximizing your ROI. Some of the metrics you can track through your email provider’s dashboard and others through Google Analytics Open rate (rate at which your contacts actually open / view your message) Click through rate (rate at which your contacts click on links / calls to action in your message) Conversion rate (rate at which your contacts become leads / customers after getting to your website from your message) Deliverability (rate at which your contacts actually received your message)

Test and Refine.:

Test and Refine.   I can give you all the advice in the world, but the best results are going to come down to the combinations that work best for your business. The only way to find these optimal combinations of design, copy, etc is to track and test different combinations. Some of the main elements that you should always be looking to track, test and refine are: Subject lines Style, tone and context of the copy used Font sizes, colors and formatting Calls to action

Designing Email Templates :

Designing Email Templates

Email Templates:

Email Templates  allow you to customize the formatting and text of  emails  sent by users who share your content.  Templates  can be text-only, or HTML and text, in which case the user's  email  client will determine which is displayed

Designing Email Templates :Simplify design :

Designing Email Templates : Simplify design First and foremost, the design of your email templates should be simple. Design should enhance your message, not distract from it! And frankly, emails with a lot of design hoopla bring the reader's attention away from your actual message, and as a result may harm conversions. Plus, the fewer elements you have bouncing around in your email, the less likely it is to render improperly or trigger a SPAM filter.

Designing Email Templates : Keep the Width of Emails Under 650 Pixels :

Designing Email Templates : Keep the Width of Emails Under 650 Pixels This ensures that they always display in Outlook's vertical preview pane -- can't forget about your Outlook readers! If you're a HubSpot customer, you can duplicate our email templatesto get started if you like; all of our templates are fewer than 650 pixels in width.

Designing Email Templates : Identify the need for an email. :

Designing Email Templates : Identify the need for an email. Whatever the case, you'll need to create a requirements document to record your goals and other design ideas for the email. This will help you create more campaigns in the future, and makes it easier for a team to work together on the project.

Designing Email Templates : Tables Are Your Best Friend :

Designing Email Templates : Tables Are Your Best Friend If you've been coding for a while, you may think that sounds insane, but it's actually important to use tables in email template design to ensure your email renders the same way across every email client.

Designing Email Templates : Avoid Body Attributes :

Designing Email Templates : Avoid Body Attributes You may encounter email clients that don't pay attention to body attributes, which means all your hard work is for naught. So if you wanted to, say, create a light gray email background, you should simply use a 100% width light gray table, and then nest the content of your email within that table.

Designing Email Templates : Don't Use HTML Bullet Points :

Designing Email Templates : Don't Use HTML Bullet Points Those pretty HTML bullets you're used to don't work too well when rendered in email. Use a plain text alternative, like dashes (-) or asterisks (*) to ensure readers don't see broken or missing bullets in their email message.

Designing Email Templates : Use Absolute Image Paths :

Designing Email Templates : Use Absolute Image Paths That means any images in your email templates should be hosted on your website. Then, make the image path point to the URL of the page on which the image is hosted. You can always find the image URL by right-clicking on an image and selecting "View Image Info." It should end with a file extension like .jpg or .gif, not .com.

Designing Email Templates : Use the Right Number of Images at the Right Size :

Designing Email Templates : Use the Right Number of Images at the Right Size The smaller you can make your image files, the better. You certainly don't want to make the images grainy, but large image files increase email load time, and that impacts the success of your campaigns. You should also take care not to include too many images throughout your email, and maintain an even balance of images and text. This will help you stay out of SPAM folders and increase reader engagement.

Designing Email Templates : Designing Email Templates : Steer Clear of PNGs :

Designing Email Templates : Designing Email Templates : Steer Clear of PNGs Speaking of that image URL, I used ".jpeg" and ".gif" as examples for a reason. PNGs should be avoided in email templates, because they're not supported in Lotus Notes.

Designing Email Templates : Don't Forget About Image Alt Text :

Designing Email Templates : Don't Forget About Image Alt Text Nope, alt text isn't just to help search engines read images on your website. Alt text in emails helps readers determine what images were supposed to be had they rendered in the inbox. Including clear, descriptive Alt text helps fill in the blanks for recipients if images are blocked, turned off, or rendering improperly.

Testing Your Email Designs:

Testing Your Email Designs Test in different email clients and ISPs Send tests to friends and coworkers Inbox Preview

Test in different email clients and ISPs :

Test in different email clients and ISPs All email clients are created differently and can render content in HTML email in different ways. Some clients will strip your BODY or HEAD tags, or all content below a certain line. Flash doesn't work with some, while others will block images by default. These inconsistencies make it very important to test your campaign in as many different scenarios as possible.

Send tests to friends and coworkers :

Send tests to friends and coworkers It can be difficult for some users set up test computers or test in many different applications. By keeping your designs simple and sending test emails to a few friends or colleagues, you can be sure to catch broken images, typos, and other bugs.

Inbox Preview :

Inbox Preview Inbox Preview shows what your campaign will look like in different email clients, so you can refine your campaign before sending. Your email marketing’ s dashboard will provide you this feature to shows your campagn different email

Measuring Performance:

Measuring Performance Clicks Unsubscribe rate Bounces Website traffic Signups since last campaign

Clicks :

Clicks How many people clicked links in your email? Which links did they click the most? Did they click on product links, or research links? Did you see a rise in purchases? How long after you sent the campaign do links keep getting clicked? Your click rate can help you determine the success of your campaign and reveal general trends in the behavior of your subscribers.

Unsubscribe rate :

Unsubscribe rate What’s your unsubscribe rate after each campaign? Less than one percent is average for lists that are contacted regularly, and well-maintained. If you send very infrequently or if it’s your very first send, your unsubscribe rate may be much higher. Check your rate after each campaign. If you see it spike after a particular campaign, consider whether it had anything to do with your content. Maybe you’re sending too frequently, or maybe not enough.

Bounces :

Bounces Watch your bounce rate after each campaign. Some email arketing servers breack your bounces into “hard” vs. “soft,” and clean your list accordingly. Soft bounces are emails that exist, but for some reason, they couldn’t be delivered A  hard bounce  is an e-mail message that has been returned to the sender because the recipient's address is invalid.

Website traffic :

Website traffic Check your website traffic logs after each email campaign. Does traffic pick up? Do orders increase? Was the spike in traffic immediate, or did it come gradually? How long does the new traffic last, and how long should you keep the graphics and pages that your email points to hosted live?

Signups since last campaign :

Signups since last campaign After each campaign, do you get lots of new subscribers? That could mean your loyal readers are forwarding your emails to friends. Don’t see any list growth at all? Maybe you need to make your content more interesting or relevant to your

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