Basics of Email Marketing
Email Deliverability:
Deliverability is getting the email into the inbox. Unfortunately not, there is a lot more to it than that. However there's no reason why you can’t have a deliverability rate above 95%. Your email service provider (ESP) should be able to provide this statistic for you as well as do the following:
- Warm up dedicated IP addresses
- Set up feedback loops for Hotmail, Yahoo! and Gmail
- Have your IP address white-listed
- Give you (as the client of the ESP) the option to move shared IPs if a bad sender is affecting deliverability for all
Email Open Rate:
An email open is tracked by a 1×1 hidden GIF image your ESP automatically adds when an email is sent. When this image is downloaded an open is tracked. Therefore, if images are automatically disabled then no open is tracked.
However, the open rate is an ambiguous reporting measure and is not always indicative of a good email marketing campaign. For instance, if your HTML email is designed with a good text-to-image ratio people can still read your email without downloading the images. In this situation opens are NOT tracked.
Email Click-Through Rate (CTR):
An email click-through is tracked using a redirect to the ESP server. This redirect passes information about the member id, mailing id and URL id which allows the ESP to record who clicked on the email, which email it was and what link was clicked on. Thus, the CTR is a stronger indicator of email success because it is a more reliable tracking method.
Email Subject Lines:
This is normally the first thing someone receiving your email will see – so make it good. One of the questions I get asked a lot is, “You have done a lot of testing … what subject line works best?” The answer: it depends on whom, maturity, how they got there, day, date, sector, and it also changes every time you send. The solutions… live testing:
- Select two subject lines
- Open a book on which one is going to generate the best open rate (not for money of course, sweats maybe)
- Send those two subject lines to 20% of your database (10% per subject line)
- Wait an hour
- See which subject line generates the best open rate
- Send that subject line to the remaining 80% of your database
- LIVE split testing, done
Email Frequency & Timing:
What day of the week, time of day, and how many times a week to send email is very important? The old school view was to send Tuesday morning … however that really is old school.
It will depend on many factors (as mentioned above – who, maturity, how they got there, day, date, and sector) and also requires testing.
The method that works well for me is to consider people’s behavior rather than focusing on the day of the week. Think about events that may change behavior. A great example of this is sending an email on pay day – this always generates excellent response rates for obvious reasons.
Email Marketing Tips for Online Retail Business People
Email marketing is one of the most successful methods of marketing ever developed. Email marketing has proven very successful for those who do it right. Emailing is routinely used as a way to advertise a product, company, or an opportunity. If you have an email marketing strategy and if that strategy works then mail marketing is very affordable and effective.
Email marketing is the most reliable and profitable method for generating leads and achieves the targeted visitors. There is no wonder that this platform has become a very popular as well as valuable for Internet marketers especially for small business owners as we all know that our economy is going through the recession. This is directly affecting our marketing budgets. In this crucial time email marketing is the best option for all Internet marketers.
Consider the Following things when you are going to startsEmail Marketing:
- First start making list of customer for email marketing. You can start by first including your existing customers on your email marketing list later on you can add new customer to the list.
- It is always suggested to use a template. Create a template for your emails and use it consistently. Your template should guide you in developing each email's layout and design.
- Always try to keep your emails short and snappy.
- You should follow data protection act. It is very important to respect customer’s privacy. As customer privacy is the prime concern.
- Do send quality marketing emails. Nothing is worse for your brand if you send poorly design emails to your customer.
- Give your email a personalize touch. Not to forget that people don’t like mails who is nothing to do with them.
- Always put attention grabbing subject line. Attractive subject line gets the attention of reader.
- Always monitor the performance of your email marketing campaign. And based on the performance of previous campaign improvise and plan the future campaign.
- Always make sure that your subscription procedure must be simple, the form is always visible on website. In short make the registration procedure user friendly.
- Always send relevant information to your customer. Remember then only you can target your audience and get the proper response from them.
Email marketing is one of the most powerful techniques. It is a proven tool for success. It will not only help you achieve your sales objectives but also enhance your reputation online, build a rapport with your subscribers, and establish yourself as an expert within your community.
Define Conversions of the Website through an Email Click
In web analytics, a conversion is what is known as a user-defined event. In other words, it can be anything you want it to be. The most important consideration when defining the conversions is to make convinced it matches the considered goals most important to the organization, and is realistic enough so we can receive actionable data.
Marketers targeting business channels, for example, are often tasked with generating leads to support a long and complex sales process. This is why about a third of B2B marketers define a conversion as a visitor completing a registration form.
The B2C sales cycle is often short and sweet, and driven by an ecommerce website transaction. This is the reason approximately half of all B2C marketers define a conversion as a visitor who purchased a product or service online.
Digging deeper we find that the larger the organization, the more likely it is to define a conversion as a visitor taking an action, such as downloading content or completing a registration form. Smaller organizations are more likely to use a direct marketing approach, defining a conversion as a visitor purchasing a product or service online.
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