UNDERSTANDING RESULTS-ORIENTED EMAIL MARKETING

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1 WHY IS EMAIL MARKETING STILL IMPORTANT?

MISCONCEPTIONS PEOPLEHAVE ABOUT EMAIL…

PEOPLE BELIEVE THAT EMAIL MARKETING MEANS SPAM.

REASONS THAT EMAIL WORKS

of consumers checktheir email daily.

of consumers prefer emailfor marketing communications

of marketers say they use email more than they

did three years ago.

4300%Email has a marketing ROI of

91% 77% 76%

Source: Radiacati and Vero

2GUIDE TO EMAIL MARKETING PERFECTION

STEPS TO EMAIL MARKETING SUCCESS

Determine your audience

Segment your contacts database

Send the right content at the right time

Define a clear goal for your email campaign

Test and analyze

Nurture your leads into customers

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STEPS TO EMAIL MARKETING SUCCESS

Determine your audience

Segment your contacts database

Send the right content at the right time

Define a clear goal for your email campaign

Test and analyze

Nurture your leads into customers

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Trying to Appeal to EVERYONE is

Appealing to NO ONE

DEFINE YOUR AUDIENCE

Download a FREE BUYER PERSONA CONCEPTING SHEET HERE

• DemographicsAge, Gender, Location, Profession, Income, Marital status

• PsychographicsInterest, Values, lifestyle, Behaviour, Personality.

• Primary Goal and Secondary Goals of your Target Audience

• Primary Challenges and Secondary Challenges Target Audience

Analyze the data to uncover patterns and develop BUYER PERSONAS; a model of your ideal customers.

Best practice to understand your audience entails developing BUYER PERSONAS. How? By original research on;

IDENTIFY YOUR BUYER PERSONAS AND UNDERSTANDWHAT STAGE THEY ARE INTHE BUYER’S DECISION JOURNEY

THE BUYER’S DECISION JOURNEY

STEPS TO EMAIL MARKETING SUCCESS

Determine your audience

Segment your contacts database

Send the right content at the right time

Define a clear goal for your email campaign

Test and analyze

Nurture your leads into customers

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CLEAR GOAL FOR YOUR EMAIL

Generate leads

Collect feedback

Nurture existing leads

Educate customers and prospects

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STEPS TO EMAIL MARKETING SUCCESS

Determine your audience

Segment your contacts database

Send the right content at the right time

Define a clear goal for your email campaign

Test and analyze

Nurture your leads into customers

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6 3%More clicks received on targeted email sends compared to non-segmented lists.

Source: Mailchimp

COMPANY SEGMENTATION

Company type

Industry

Company Size

ROLE SEGEMENTATION

Department

Seniority

Function

BEHAVIOURAL SEGEMENTATION

Conversion Events

Page Views

Email Opens

STEPS TO EMAIL MARKETING SUCCESS

Determine your audience

Segment your contacts database

Send the right content at the right time

Define a clear goal for your email campaign

Test and analyze

Nurture your leads into customers

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SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY

USE THE VISUAL CONTENT ADVANTAGE

VS

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1. Set Specific Objectives : Set targets that will motivate you toachieve the other five steps to your financial independence.

2. Establish a Budget: A budget helps you control your expensesand reach your financial goals

3. Save! Save!! Save!!!: Reduce Impulsive buying, spend less, savemore. It is important to have savings, especially for unforeseenemergencies.

4. Start investing in other Assets: The earlier you start investing,the more time your money has grow. You’re never too young toinvest

BIG BRANDS STAY AHEAD USING VISUAL CONTENT ADVANTAGEConsider this recent email newsletter, which version do you prefer? 1 or 2?

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STEPS TO EMAIL MARKETING SUCCESS

Determine your audience

Segment your contacts database

Send the right content at the right time

Define a clear goal for your email camapign

Test and analyze

Nurture your leads into customers

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RELEVENT METRICS TO MEASURE

BOUNCE RATE:Te l l s you the va l id i ty of contacts on your database

LIST GROWTH RATE:H ow fa st i s yo u r s u bscr ib er l i s t g row i n g ?

OPEN RATE:Te l l s you the effect iveness o f your s u b j e c t line

RELEVENT METRICS TO MEASURE

CLICK THROUGH RATE:Are people engaging with your emails?

CONVERSION RATE:Ultimate measure of email campaigns

REVENUE/EMAIL SENT:M e a su re ret u r n o n i nve stm ent ( RO I ) o n e m a i l ca m pa ig n

INVEST IN ANALYTICSThe popular Email Management platforms offer variousanalytic advantages, however, consider investing in deepmarketing analytics and CRM software that integrates withyour website.

STEPS TO EMAIL MARKETING SUCCESS

Determine your audience

Segment your contacts database

Send the right content at the right time

Define a clear goal for your email campaign

Test and analyze

Nurture your leads into customers

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LEAD NURTURINGThe process of building relationships with prospects with thegoal of earning their business when they are ready.

PERSONALIZE DRIVES RESULTS

Leads who are nurtured with targeted content produce a 20% increase in sales opportunities

40% of consumers buy more from retailers who personalize

the shopping experience across channels.

Personalized emails improve click through rates by 14% and

conversion rates by 10%.

Monitor email open frequency and total opensfor each contact to measure interest rate andimmediately follow-up with a personalizedemail.

Use SIDEKICK or MIXMAX to track email opensfor personalized emails sent from Gmail andOutlook accounts.

FOCUS ON ENGAGEMENT

Link images to your offer’s landing page

Add a Call-To-Action to the signature

Use actionable language to be clear and compelling.

Hyperlink the appropriate copy in the email

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Use the Visual Content Advantage1

Optimize for Mobile using responsive templates6

Source: Hubspot

We believe in the power of Visual Communicationtemitope@theinfoplotter.com | www.theinfoplotter.com

07058534605

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