Creating an email marketing campaign - PowerPoint PPT Presentation

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Creating an email marketing campaign


Creating an email marketing campaign – PowerPoint PPT presentation

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Title: Creating an email marketing campaign

Creating an EmailMarketing Campaign

Creating an EmailMarketing 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.
  • 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
  • Promote a specific product / service to generate
    repeat business from existing customers
  • Drive traffic to a new page or article on your

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
  • 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

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

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. Were not going to do that though as we
    know youre probably not prepared to spend the
    time or money needed to do this.

Design / Select email template
  • Dont 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 emails design very simple
    by following some of the tips below that we have
    found to be effective

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 byLocation

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 providers 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.
  •  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 areSubject lines
  • Style, tone and context of the copy used
  • Font sizes, colors and formatting
  • Calls to action

Designing 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
  • 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
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 YourEmail Designs
  • Test in different email clients and ISPs
  • Send tests to friends and coworkers
  • Inbox Preview

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
  • 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

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

  • Clicks
  • Unsubscribe rate
  • Bounces
  • Website traffic
  • Signups since last campaign

  • 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
  • Whats 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 its 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 youre sending too frequently, or
    maybe not enough.

  • Watch your bounce rate after each campaign. Some
    email arketing servers breack your bounces into
  • hard vs. soft, and clean your list
  • Soft bounces are emails that exist, but for some
    reason, they couldnt 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
  • 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
  • After each campaign, do you get lots of new
    subscribers? That could mean your
  • loyal readers are forwarding your emails to
    friends. Dont see any list growth at
  • all? Maybe you need to make your content more
    interesting or relevant to your