The role of the

Email within the

Inbound Smarketing strategy

José L. Giráldez Hunter of Customers &

Added Value Provider

Thank you page

*AVG ROI of an Email

$1 $40,65 (*) DMA (Direct Marketing Association)

FACT - 1 of marketers cite Email as the channel that offers

best ROI 63%

(*) Message System Co.

FACT - 2

Your DB LIST

decays at an avg of

per year

25%

FACT - 3

Email opens

in mobile devices

increased by

(*) From April 2011 to Sept 2011

34%

FACT - 4

“Your email marketing should be part

of a holistic approach

to educate your contacts”

KEY ELEMENTS OF A WORLD CLASS EMAIL

1 - Identify a SPECIFIC GOAL What is the desired action, once the email has been readen?

2 - SEGMENT your list 3 – PERSONALIZE as much as you can

4 – Use STRONG + VIBRANT + ACTIONABLE language

5 – CLEAR + COMPELLING subject lines + email copy

6– WRITE in the second person

KEY ELEMENTS OF A WORLD CLASS EMAIL

7- Focus on BENEFITS, not features

8 – Be BRIEF (NO more than 200 words) 9 – Concise SIGNATURE/FOOTER

10 – TEST it!!! (in different: Platforms, Devices, Systems, …)

11 – ANALIZE it!!!

TYPES OF EMAILs

EMAIL NEWSLETTER • It is expected (after all,it is the result of a subscription) • Optimal to promote Brand Awareness • You can use it to Repurpose Content • Suitable ofr Current Customers and for customers within the Nurturing phase • Can provide varied contents:

• Discounts • Information • Offers • Links to surveys • Announcements • New products • …

• Its lay out is complicated • It can be difficult to get attention on a CTA

TYPES OF EMAILs

EMAIL DIGEST • Summarizes existing info and delivers sanpshots

• “Top blog posts of the month” • “Top performance data of the month” • “Your daily pics” • …

• Much easier to consume than Newsletters (after all it is a list of links)

TYPES OF EMAILs

EMAIL STAND ALONE (Dedicated Mails) • It has only ONE purpose. One specific action (CTA) • Very focused • Easy to build • Fast to measure • Less consistent than other types of email

TYPES OF EMAILs

EMAIL NURTURING • It is timely • Must be an automated process • It is very targeted • Content related to the nuances and needs of the prospect • Only allows a passive tracking • Low concurrent buzz

TYPES OF EMAILs

EMAIL TRANSACTIONAL • The recipient is anticipating this email (triggered by its actions) • CTR will increase • Very high open rate • The secondary CTA is very important • Very focused

TEXT 2 THANK YOU!! 1

SHIPMENT DETAILS 3

SHIPMENT /ORDER DETAILS 4

CTA 5

SHARING BUTTON 6

+INVOLVEMENT BUTTON 7

SHOPPING BAG 8

ORDER IDENTIFICATION 1

TEXT 2

TRACK BUTTON 3

TRACK IDENTIFICATION 4

SHIPMENT /ORDER DETAILS 5

TYPES OF EMAILs

SPONSORSHIP EMAIL • Higly targeted • Ver exact calculation of ROI • You have to pay for it • Needs to invest in additional resources

MEASUREMENTS

BOUNCE RATE

• Emails not delivered!! (can be due to Hard Bounces or Soft Bounces)

• Hard bounces occur when delivery is attempted to an invalid email address,

• Soft bounces occur when the email server encounters an issue, such as a mailbox

that has reached capacity.

• A double opt-in list signup ensures that the email addresses on your list are functional

Total Number of emails that bounced

Total Number of emails sent X 100

MEASUREMENTS

DELIVERY RATE

• % of Emails delivered!!

• Look for a delivery rate of 95% or higher

• Remember: If you want to have any chance of engaging a customer/prospect

with an email campaign, that message has to get delivered to their inbox

Total Number of emails sent – (Hard & soft bounces)

Total Number of emails sent X 100

MEASUREMENTS

LIST GROWTH

• A measurement of how fast your email list is growing

• The natural churn rate of an email list can be 25% annually

• A steady, positive list growth rate helps keep your list healthy and contributes

to the overall success of your email-marketing program

New emails subscribers – (Opt outs + Hard bounces)

Total Number of subscribers on our list X 100

MEASUREMENTS

CLICK THROUGH RATE

• The click-through rate measures how many times the links in your email

message were clicked

• The CTR rate varies by industry and by Type of email.

• The more relevant your content and marketing messages are to your audience,

the higher the click-through rate

Total # of unique clicks

Total Number of links in the email X Total Recipients

MEASUREMENTS

EMAIL SHARING RATE

• The percentage of emails shared

• Can be shared through “Social Networks” or “Forwarded to a friend”

Total # of emails shared

Total Number of emails delivered X 100

MEASUREMENTS

EMAIL CONVERSION RATE

• Are you getting the results you’re looking for? That’s what this key metric tells you.

• The conversion rate tells you how many of the people you sent the email to actually

clicked all the way through to complete the desired conversion

Total # of people who converted

Total Number of recipients X 100

MEASUREMENTS

EMAIL OPEN RATE

• This metric measures the number of people who open an email message

• Open rates varied widely by industry

Total # of emails opened

Total Number of emails sent X 100

EMAIL UNSUBSCRIBE RATE

• The unsubscribe rate measures the number of people who “opt out” of your email list.

• In addition to measuring the quality of the subscribers on your list, it’s also a good

indicator of how relevant your audience finds your content.

Total # of unsubscribers

Total List X 100

José L. Giráldez Hunter of Customers

& Added Value provider

jose-madrid.es@googlemail.com

Athos-world

http://es.linkedin.com/pub/jose-l-giraldez/6/a08/0

GiraldezGo

+34 916419116

Some of the graphics come from public documents or web sites, and have been used with the sole intention of

delivering the messsage There are no commercial purposes behind this document

If you quit nobody will care, but you will always know it!!