How to get the most out of your email marketing
Published: 27th September 2017
So you've done your first email marketing send..what next?
In this week's video, we are going to look at how you can really get the most out of your email marketing, by understanding and reacting to your results.
The temptation is often to just to look at opens, then just send the same campaign again. If we take the time understand these results and try some changes, then this can have some really positive effects.
So let's dive straight in and look at some of the key areas:
#1 Look at the number of clicks versus the number of opens
What we are trying to establish here, is how successful the current design is in converting viewers to clicks.
Smart Insights say that we should expect to see 12.5% of our opens then going through to click on our links.
So, if we use this benchmark when looking at our next campaign we can decide if we need to make some changes to our mailer.
If the clicks through that we are receiving are on the low side, then perhaps it's worth
considering making your links bigger, more attention grabbing or change to text that is being used.
The beauty of email marketing is that you can view these after every send and keep making small changes until you find the formula that works for your business.
#2 Change the Call to action
Every mailer should have a clear purpose, after reading it, what do you want your recipients to do? this instruction to do something is called the ?Call to Action'
Your mailer will live and die by how effective this call to action is. By making small changes to this, you can see dramatic effects. It's always worth trying this.
#3 Segment Data
After you have sent your mailer, when looking at the analytics, you'll notice that different people reacted differently to your send.
If you have a few different links on the mailer possibly to different products, then you'll see click through statistics for each of these.
So it's worth perhaps creating a new sub list of people that have shown an interest in different products. These people could then be remarketed with a mailer that focuses entirely on their previous preferences.
# 4 Look at open time trends.
You will also see the times that people clicked on links, you could then develop sub lists of
people that opened your mailer either in the morning, afternoon or evening.
So when your next send your mailer you can send to each group at a time that they are receptive.
Ok so there we are, that's four quick and easy areas to look at after you've sent your
mailer. If you follow these, you'll really start to see some big jumps in you email marketing.
Email Marketing Hard Bounces Explained
When you send out your email marketing, it's likely that you'll have some bounces. There are two types of email marketing bounces; a hard bounce and a soft bounce.
In this video, we take a look at the different types of hard bounce. Understanding why some emails fail is a vital part of fine tuning your email marketing to increase delivery and interactions.
Different types of Email Marketing Soft Bounce
If your email marketing is failing due to bounces, then this handy video will help you to understand the different types of bounces.
Your recipient's server will return an explanation of why your email marketing send bounces. Learning how these work will help you to understand and rectify the reason for it failing.
Can you embed video in your email marketing?
In this week's email marketing video, we take a look at a question that we often get asked "Can you embed video in your email marketing" - and if so, how?
In this video we'll address and answer this thorny question!
Email Marketing: GDPR Survival Guide
In this week's video, we take a look at email marketing in a post GDPR world.
The past few months have certainly seen a lot of confusion in terms of what everybody thinks can't and can't be done in terms of email marketing under GDPR.
In this video, we outline a ten point GDPR email marketing plan. Easy to follow and hopefully will give you a blue print for successful email marketing.
All about Email Marketing Automation
In this week's video, we take a look at email marketing automation, what is it and how it can really work to enhance your campaigns.
Automating your email marketing has become the big marketing trend in the last few years. If used correctly it can really offer some considerable advantage to both the implementation and success of your email marketing campaigns.
This video outlines the main features and associated benefits that automating your email marketing could offer.
Post GDPR Predictions
OK, so now that GDPR is with us - how will the email marketing landscape change over the next few years?
In this video, we take a look at how GDPR will affect the marketing that we receive from others and send ourselves.