eCommerce Email Marketing

The 6 Steps to Effective EMAIL MARKETING CREATE COMPELLING CONTENT CONTENT CHECKLIST VARIABLE SUBSTITUTION Hello BEFORE YOU SEND YOUR EMAIL, MAKE SURE IT HAS THE FOLLOWING: GIVE YOUR EMAILS A PERSONAL TOUCH: MY EMAIL HAS: Modern message templates contain fields which represent values or recipient attributes that can be tailored to fit specific marketing goals. These fields can be used for personal greetings, references to purchasing history, and additional prospect information. Oa compelling subject line O one central idea Oa clear call to action O relevance to the audience USE THE RIGHT TOOLS DRAG-AND-DROP BUILDER WYSIWYG INTERFACE Well designed emails no longer require complex coding. The best email services include easy to use builders that allow you to drag and drop elements and easily change colors and themes. You should never be left wondering how your email will display. Your email service should allow you to preview the final product as you are creating your email to ensure that the pardot marketing autometion design is just right. 3 TEST YOUR DELIVERABILITY EVEN THE BEST EMAIL IN THE WORLD WON'T BE EFFECTIVE IF IT NEVER REACHES YOUR AUDIENCE. YOU NEED TO TEST THE DELIVERABILITY OF YOUR EMAILS IN THREE KEY AREAS TO GIVE YOUR EMAIL THE BEST CHANCE OF BEING READ. 2 3 TEXT HTML </> COMPATIBILITY FORMAT SPAM ANALYSIS Make sure your email displays correctly on all devices, including desktop, mobile, and tablet platforms. Run your email through a spam analysis tool to ensure your hard work won't wind up in a spam filter. Your email should have both HTML and TEXT formats to ensure readability in all email clients and platforms. 4 SEGMENT YOUR AUDIENCE TYPES OF SEGMENTATION SEGMENTING ALLOWS YOU TO MATCH CONTENT TO RECIPIENTS' INTERESTS, CREATING A LEVEL OF PERSONALIZATION THAT CAN ACHIEVE FAR GREATER RESULTS. $. GEOGRAPHIC BEHAVIORAL PURCHASING POWER Adding a little local flavor to your emails can help give prospects the feeling that you know and understand their situation. Segmenting based on behavior is another easy way to provide relevant and timely information to prospects. Position within a company is another valuable way to segment your audience. It ensures that you are providing the right content to drive decisions. GET YOUR TIMING RIGHT BEST DAY TO SEND EMAIL BEST TIME TO SEND EMAIL ! 50%. 50% 40% y 40% 30% 30% E 20% 20% 10% 10% Monday Tueaday Wadnosday Thursday Friday 12am Bam 12pm 4pm 8pm Source: Pardot survey, 2012 6 TRACK, ANALYZE, AND ADJUST WHAT TO TRACK: Tracking produces actionable metrics that can be used to determine the effectiveness OPEN RATES: How many people opened your email. of an entire campaign or any of its elements (such as the timing of particular email offers) and to compare the success of each campaign. CLICK-THROUGHS: How many people clicked on your links. BOUNCES: How many emails are returned undeliverable. ercent of mspondante roparting boet open rate