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Guru’s Guide to Email Marketing

Guru’s Guide to Email Marketing

I receive emails every now and then with things like Download this White Paper NOW or Here is your free white paper.  I always fall for those emails IF the content sounds even a little bit interesting.  I got the little gem attached below in an email a week on 7/19/12; and I found some of it interesting.  I have posted those points below and attached the document so you can get more detail.

Email Marketing Today – Statistics, Facts and Survey Results

  • Email marketing outperforms every other channel on ROI and averages an impressive $44.25 for every dollar spent.
  • Investment in email marketing is estimates to grow from $1.3 billion in 2012 to $2 billion by 2014.
  • 88% of people check their email daily via mobile phone
  • Email newsletters that include social sharing buttons have a 115% higher average click-through rate

Conducting an Email Marketing Review

  • Get a good picture of where your campaigns are today by conducting an email marketing review
  • Develop a spreadsheet containing email results for the last 6-12 months
  • Base priority on the important metrics for your industry.
  • Varying results could be from many things…subject lines, from lines, etc.
  • Compare your data with others in your organization to see what differences there are
  • Pull together samples to see if you can figure out what drove the best results: subject line, format, content, segmentation
  • Pull together competitive messages to see what you could get inspired from

Building Your Email Opt-in List

  • There are three layers to building the list: foundational, auto pilot, and supplemental and the three layers work together to grow your list (see the document for more details)

Subject Lines that Get Results

  • 50 characters
    • look through the newspaper
    • focus on the objective
    • use the from field correctly
    • most important info first
    • personalize
    • test

The Truth about Email Deliverability

  • manage email reputation
  • honest identity
  • manage feedback loops
  • follow the law

Okay, so the document attached is 37 pages and I am not going to take up more of your time…please download the document and take a gander.

Gurus Guide to Email Marketing 2012 US

MarketingSherpa’s Dirty Dozen

I got the attached document from the Online Marketing Summit produced by UBM TechWeb in San Diego.  I can’t remember who sent it to me or even if I requested it but I wanted to share a few interesting nuggets from the 12 “Newsletter Mistakes Nearly Everyone Makes”.

  1. Email sign up should have a verification process where the person has to verify the signed up for your message.
  2. The more you can segment the better results you will have.
  3. Make the welcome message inviting and engaging…tell them what the future holds.
  4. Know how often to send….
  5. Add some personalization
  6. Use proper HTML and CSS…I personally run my HTML through the W3C Validator Service.

MarketingSherpa Dirty Dozen Email Newsletter Mistakes

8 Tips for B2B Email Marketing Success

I went through a webinar presented by Marketo about Email best practices and I thought I would share some thoughts from the presentation.  Like in past posts, I am not going to spew the entire contents of the presentation but mention a few highlights and you can take a look at the slides posted below.

  • Content
    • Fewer calls to action are better than multiple actions so as to not confuse people
    • Use bullets as it is faster to skim the message
  • Testing
    • Test in a minimum of Outlook and Google but the more you can test on the better
    • Test on mobile
  • How to articles go over very well
  • Subject lines
    • Four to six words
    • Don’t tell them who you are in the subject line – the from line should do that
  • Segment, Segment, Segment
  • Track use behavior to see what is clicked on and alter messages to guide the user
  • Build the relationship with the client – this will go further than other types of messages
  • Automate as many messages as possible

b2b-email-mktg-ebook

 

7 Email Marketing Trends You Cannot Ignore

I read a blog post earlier this week called Three Myths about what customers want and that reminded me of something in the white paper. “A company that treats all customers and prospects the same speaks to everybody, and thus nobody.  Rather than using a ‘one size fits all’ approach, identify the most likely targets for a product or service. Use email to get to know customers better, and then serve them more relevant content.”  Basically, you need to segment your market as much as possible so you can send them relevant information.  I would encourage you to go as far as possible with the segmentation.

For example, lets say you are a book seller with an e-reader device and a membership card.  You frequently send emails to your customer about new and exciting books; fiction, non-fiction, children’s books, cookbooks…you get the idea. From these two products, you can easily figure out how to segment each customer.  You should have a “preferences” page with all of the genres listed and have your customers update their preferences based on genre.  Even better would be to use data from the purchases to figure out what types of genres the customer typically purchases.  If you have a customer that does not purchase children’s books then why send them emails about getting a free children’s book?  I am not saying you should avoid letting this person know about children’s books; instead, information for children’s books should be secondary to the main content of the email message.

 

So, don’t be a one size fits all…be unique!

7things not to avoid in email

20 Quick Tips for Improving Your Email Programs

A few months ago I participated in a webinar and after it was over they sent the document attached to this post.  I wanted to share a few insights from the document with you.

  1. List cleaning does not just mean taking bounced email addresses from the database. “By not sending to customers who haven’t opened or clicked in the past year, senders can lower ISP complaints and gain higher reputation scores – and that leads to better deliverability.”
  2. Keep your “from” name consistent and match it to the brand your customer recognizes.  For a company with multiple brands, customize the from name to the brand your customer is doing business with.
  3. It is okay to reuse subject lines in a specific program.
  4. Use action words in the subject line and let the receiving person know what the offer is.
  5. Content driven subject lines are very effective.
  6. Insert marketing materials into transactional emails – test the placement of this material.
  7. Improve your content with segmentation and ask your audience about their preferences.
  8. The least important metric is opens and clicks over time…the report will always look the same…with a downward pointing tail.

20-tips-for-email-deliverability