Upload
customer-focus-software
View
306
Download
4
Tags:
Embed Size (px)
Citation preview
Email Marketing Tactics to Increase Sales for Promo Distributors
Presented by Philip Shehadeh & Sarah Wilson
Customer Focus Software, Inc.
Nice to meet you…
We’re a technology company dedicated to delivering practical solutions to help promotional product distributors prosper.
We are…
Why email marketing?
Email marketing remains the most exercised marketing tool in both B2B and B2C marketing, and rightly so:
For every $1 spent, $44.25 is the average return on email marketing investment.
Areas Covered
How to segment your lists
The best time to send an email
Key metrics of your email campaign
How to improve your click-through-rate
The importance of automation
How to write subject lines to increase your open rate
List segmentation
By narrowing your focus and sending messages to targeted groups within your lists, your recipients will find your campaigns more relevant—and relevant campaigns get better results.
Top 4 ways to segment your lists
Segment by when they’ve purchased
Segment by what they’ve purchased
Segment by geography
Segment by demographics
The best time to send an email
When we look at the typical distribution of optimal send times across a whole system, the peak is at 10AM in the recipients’ own time zones. [data provided by MailChimp]
It’s most optimal to send to most subscribers on a weekday.
The power of A/B Testing A/B testing, also known as split testing, is a way of
working out which of two campaign options is the most effective in terms of encouraging opens or clicks.
Collecting data
Data about your emails will come primarily from the bulk email software package that you’re using.
What data to collect
Messages Sent
Messages Delivered
Hard and Soft Bounces
Unsubscribes
Messages Opened
Click-Throughs
Open Rates
Open Rate determines what percentage of recipients actually open your emails. To calculate Open Rate, divide the number of messages opened by the number of messages delivered:
Open Rate = # of messages opened / # of messages delivered
Click-Through Rates
A second key metric, Click-Through Rate (CTR) is the number of click-throughs divided by the number of messages delivered.
Click-Through Rate (CTR) = # of click-throughs / # of messages delivered
Response or Conversion Rate
Another key metric to understand is the Response Rate. Response Rate is the number of desired responses, such as purchases, divided by the number of messages delivered:
Response Rate = # of actions taken / # of messages delivered
Unsubscribe Rate
The last critical item to track is the Unsubscribe Rate, or the number of unsubscribes divided by the number of messages delivered.
Unsubscribe Rate = unsubscribes/ # of messages delivered
Mastering Metrics The four basic metrics: Open
Rate, CTR, Response Rate and Unsubscribe Rate are simple once you’re in the habit.
After tracking the results for each email, you will develop an understanding of what response to email campaigns you can expect, and learn to quickly identify if something is going wrong.
Marketing Automation You can set up drip campaigns to send out emails on
time-based intervals. Make sure you are A/B testing your campaign to optimize your schedule and frequency for the highest conversion rates.
What is marketing automation
Marketing automation is a technology platform that helps organizations manage marketing efforts across multiple digital channels, automate manual processes, and track results.
Subject lines to increase open rate
Make it short
Choose words carefully
State the benefits
Run A/B Email testing
Subject lines to increase open rates
Make it short
Write short, intriguing, and straight to the point email subject lines. The majority of email providers only display 50 characters for subject lines, so anything after the 50th character goes unseen.
Subject lines to increase open rates
Choose words carefully
According to Forbes, some of the top words that trigger the spam filter include the following:
Shipping!
Today!
Here!
Available
Online!
Subject lines to increase open rates
State the benefits
Write subject lines that show readers how they’ll benefit from opening the email.
Subject lines to increase open rates
Run A/B Testing
Test your subject lines by splitting the email list in half. Create one subject line for the first half of the list (group A) and write a different subject line for the second half of the list (group B).
Subject lines to increase open rates
Do: set your subscriber’s expectations an clearly state what’s inside the email
Don’t: Write your subject lines like advertisements. When it comes to email marketing, the best subject lines tell what’s inside and the worst subject lines sell what’s inside.
Thank you
Visit our website: www.customerfocus.com
Like us on facebook: https://www.facebook.com/tradeonly
Follow our blog!: http://www.customerfocus.com/usa/blog
Contact us
If you have any questions, feel free to reach out to us!
www.customerfocus.com