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Digital Marketing Email Marketing A.A. 2017 · PDF file Digital Marketing –Email...

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    Digital Marketing – Email Marketing

    A.A. 2017

    Digital Marketing Dott. Luigi Greco

  • Email Marketing

    3

  • What is email marketing?

    A structured, systematic process that is one of the most successful channels for delivering highly relevant marketing communications to targeted subscribers

    3

    Source: The art of Digital Marketing, Ian Dodson

  • Is email marketing still relevant?

    Email is still a huge part of being a successful business

    Inbound is all about empowering visitors, leads and customers with helpful, relevant content that provides value

    4

    Source: Email Marketing and Your Business, Isaac Moche and Jessica Webb

  • Important: Avoid Spam!

    To avoid spam filters, in your email you have to avoid:

    ▪ Image and text imbalance ▪ Too much formatting ▪ Attachments ▪ Obscene terms

    5

    Source: The art of Digital Marketing, Ian Dodson

  • Some ways to avoid Spam judgment

    ▪ Save subscriber lists from spam. You are allowed to send a marketing email to individuals who have been active subscribers in the 12 months prior to it

    ▪ Stay relevant. You should only send an email if message relates to similar products and services that the recipient has previously shown an interest in

    ▪ Don’t conceal your identity. Marketers cannot send an email if the identity of the sender has been disguised or obscured

    ▪ Don’t buy or share lists. If you are targeted by an individual offering to sell you the email addresses of every law firm in the country, keep in mind that while that individual may have the right to use those subscriptions, you do not

    6

    Source: The art of Digital Marketing, Ian Dodson

  • How collect subscriber data?

    Offline Methods

    ▪ Printed material ▪ Events ▪ Offline customer touchpoints

    7

    Source: The art of Digital Marketing, Ian Dodson

  • How collect subscriber data?

    Online Methods

    ▪ Website sign-up forms ▪ Social media ▪ Online customer touchpoints

    8

    Source: The art of Digital Marketing, Ian Dodson

  • The anatomy of an effective web sign-up form

    A good sign-up form should be:

    ▪ Easy to find. Sign-up or contact forms should be on every page

    ▪ Nonintrusive. Incorporate a sign-up form that doesn’t interfere with users’ browsing experience

    ▪ Seek only relevant information. Ask for relevant information only, and keep the form short and simple to make it as easy as possible to complete

    9

    Source: The art of Digital Marketing, Ian Dodson

  • The features of data segmentation

    ▪ Demographics ▪ Geography ▪ History (for who is already customer) ▪ Relationship ▪ Customer lifecycle stage ▪ Dynamic segmentation

    10

    Source: The art of Digital Marketing, Ian Dodson

  • How increase email interaction? 1/7

    You should always personalize the sender name. Grounding your email in a human, personal context is the best method of guaranteeing engagement. Try not to use reply addresses such ad [email protected] or [email protected]; personalization is a simple, effective method to improve open rates

    11

    Source: The art of Digital Marketing, Ian Dodson

  • How increase email interaction? 2/7

    ▪ Relevance of the message. You have to ensure that your email is meaningful to the recipients. If it doesn’t interest, engage, or entertain them, they likely to unsubscribe

    ▪ Frequency of sending. Be sure not to saturate subscriber inboxes, as this could infuriate users. A good rule is to start by sending no more that two emails a week, perhaps on Tuesdays and Thrusdays

    ▪ Interruption factor. If you are going to interrupt subscribers during traditional work hours on a weekday, you need to be certain that you are not interrupting them with an email that has no relevance to them

    12

    Source: The art of Digital Marketing, Ian Dodson

  • How increase email interaction? 3/7

    When you are designing an email, you should design it for the device on which it will be viewed:

    ▪ In a desktop-friendly email you can use more text than image. Reduce the amount of text and increase images in mobile-friendly email

    ▪ If you used 5 call to action in a desktop-friendly mail, limit that to two for mobile

    13

    Source: The art of Digital Marketing, Ian Dodson

  • How increase email interaction? 4/7

    14

    Desktop-friendly email

    Mobile-friendly email

  • How increase email interaction? 5/7

    15

    81% of smartphone users say email is the most popular activity they use their phone for

    People want emails that can be clearly read on smartphone

    Source: OFCOM4 e DMA

  • How increase email interaction? 6/7

    You have a small handful of words with secure an open, so the first two or three words are crucial! Make sure that your subject line is relevant to the recipient

    16

    Source: The art of Digital Marketing, Ian Dodson

  • How increase email interaction? 7/7

    The key features of email copy that affect engagement are:

    ▪ Relevance. Your email must be composed of relevant messaging that is targeted at a specific audience

    ▪ Calls to action. Include clear and specific calls to action that generate click-throughs

    ▪ Personalization. You should use personalization to generate more email engagement

    ▪ Structured. Use clear headings to introduce new paragraphs and bullet points to break up information, and make the message easily digestible

    17

    Source: The art of Digital Marketing, Ian Dodson

  • The importance of personalization

    Just because your email went out to 10,000 people doesn’t mean it has to read like it did

    94% of business say personalization is critical to their current and future success

    Personalized email messages can improve click throughs on a call to action

    by an average of 14% and conversions by 10% (Aberdeen Group)

    18

    Source: Econsultancy, Email Marketing and Your Business, Isaac Moche and Jessica Webb

  • What is an ESP?

    An ESP (email service provider) is a company that helps you send email marketing messages by offering an email marketing platform or email tool

    Basic functionalities include:

    ▪ Create email templates and/or use pre-made templates ▪ Maintain a subscriber list, uploaded by the user for

    distributing messages ▪ Send email, allowing users to distribute their messages to

    subscribers ▪ See statistics and reports of email campaigns and individual

    emails to measure success

    19

    Source: http://www.emailvendorselection.com/email-service-provider-esp/

  • What are ESPs’ benefits?

    ▪ Security benefits ▪ Easy to access ▪ Attractive templates ▪ Insights

    20

    Source: The art of Digital Marketing, Ian Dodson

  • The importance of schedule

    ▪ The recommended time frame is between the hours of 5:00 a.m. and 9:00 p.m.

    ▪ For B2B (business-to-business) marketing, the optimum times to send are Tuesday through Thursday between 10:00 a.m. and 12:00 p.m. and after lunch between 2:00 p.m. and 4:00 p.m.

    ▪ For B2C (business-to-consumer) marketing optimal send times vary dramatically across industries but will be more in line with evening open rates

    21

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Open rate. The percentage of recipients who have opened or viewed your email

    22

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Total opens. The total number of times recipients have opened your email

    23

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Unique opens. The total number of opens from original, or unique, subscribers

    24

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Unique clicks. The total number of unique users who clicked on link

    25

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Click to open rate. The number of unique clicks divided by the number of unique opens expressed as a percentage

    26

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Click-through rate (CTR). The percentage of subscribers that opened your email and clicked on a link within the email

    27

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Total clicks. The total number of clicks from users

    28

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Unsubscribes. The total number of subscribers who opted out, or unsubscribed, and no longer want to receive your email

    29

    Source: The art of Digital Marketing, Ian Dodson

  • Metrics for email marketing

    Bounce rate. The percentage of emails that c

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