The Anatomy of an effective email campaign

the anatomy of an effective email campaign research Questions you need to ask yourself: - Who's your target audience? - What is your message? rial, times:font-size12px; color:#> width="600" height=800> - What are you selling? - How efficient is your contact list? designing yourmail campaign with HTMLspan ble cellspacing="0" cellpadding=0order=0 width=B00 heignt= 800 std colspan= 2 design emy, arial. fimesfont-size12ox, color#> TMLS5pan campaign is. Segment and clean you list, make sure every address is correct to reduce hard and soft bounces. - The content is relevant to your audience Clear and easy to read Subject lines containing the £ symbol had a far better than average - Text: Image ratio (more text than imagery) - Personalisation - Hard-hitting subject line (57.8%) Strong call to action - Link to a landing page or more information click to open rate. Recommended Optional Code Testing A/B split Testing It is vital to test before sending out Comparing different subject lines and email designs will allow you to see what works well for your target audience before you send the final campaign your final campaign to make sure there are no broken broken links or 64% images. Otherwise this will affect the design of the emal, causing loss of trust and may lead to them disengaging! of people say they open an email because of the subject line. 3 reporting and analysis Personalized subject lines are 22.2% Ciopened gh Rate (CTR) 33 - What worked well /what didn't? more likely to be - What was your open rate? - What was your click through rate? - What can you learn from this? Hardbounce Almost Softboun 50% of an email list will be active - either 1 Unsubste opening or clicking on emails admin@somecompa 40% 4 follow up Sales team phone call of B2B marketers rated the leads Paugenerated by email marketing (in-houseC list) as high quality. - A follow campaign Using the Report t our campaign ar Use your displayed' report to follow up all recipients who opened the campaign. You can follow up by sending another campaign or extract- nd regards, The e-shot sales tea ing the data for the sales team to call and close a deal, evolution of email campaigns With trial and error email campaigns become more effective. Learn by analysing the outcome of the last campaign sent. Use reports to try improve your open rate and click through rates. Doing So will dramatically increase your ROI. Industry statistics report that for every £1 spent on Email Marketing you can exceed returns of around £25 That's a great ROI. Sources: Software Advice Survey e-shot.net Adestra July 2012 Report Chadwick Martin Bailey EMAIL MARKETING Epsilon