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Email Marketing Tactics to Increase Sales for Promo Distributors Presented by Philip Shehadeh & Sarah Wilson Customer Focus Software, Inc.

Email marketing tactics to increase sales for promo distributors

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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…

We’re here to help you…

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

List segmentation results

Source: Lyris, Inc.

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.

Email Marketing Tactics to Increase Sales for Promo Distributors

Thank you

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Contact us

If you have any questions, feel free to reach out to us!

www.customerfocus.com

[email protected]

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