20 common mistakes you should avoid while handling an e-marketing campaign

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JoomlaDay Australia

Presented at JoomlaDay Sydney 2013 by Adrien Baborier, AcyMailing.

Technologie Business

10

20 questions
about e-mail marketing
Adrien Baborier
AcyMailing – Project Manager

10 questions about e-mail marketing

Who am I?

10 questions about e-mail marketing

1/ Build your list of contacts
2/ Write your Newsletter…
3/ … and send it
4/ Analyze your statistics

3

10 questions about e-mail marketing

How can I
extend my list
of contacts?

10 questions about e-mail marketing

•
•
•
•

Subscription form
Integration with your contact form
Integration with your registration form
Add a checkbox to your checkout process

• Facebook page
• Squeeze page
5

10 questions about e-mail marketing

I just bought a list
of 2 millions
contacts…
Can I import
them in
AcyMailing?

10 questions about e-mail marketing

• Yes, you can!
• But…
7

10 questions about e-mail marketing

1/ Build your list of contacts

2/ Write your Newsletter…
3/ … and send it
4/ Analyze your statistics

8

10 questions about e-mail marketing

Should I
include an
unsubscribe
link?

10 questions about e-mail marketing

• For your users
• For you!

• Avoid users marking you as spam
• Get feedback about your users
11

10 questions about e-mail marketing

Can I create
responsive
emails?

10 questions about e-mail marketing

• Sure!
• Keep in mind it won’t always work…

13

10 questions about e-mail marketing

What
Newsletter
should I send?

10 questions about e-mail marketing

• Send information your
customer needs…

• …when he needs it.

15

10 questions about e-mail marketing

1/ Build your list of contacts
2/ Write your Newsletter…

3/ … and send it
4/ Analyze your statistics

16

10 questions about e-mail marketing

When should
I send my
Newsletter?

10 questions about e-mail marketing

• Don’t send it in a rush
• Test it
• Test it
• Test it
18

10 questions about e-mail marketing

My host does not
allow me to send
more than 400
emails per hour, but
I have a database of
2000 contacts...
What should I do?

10 questions about e-mail marketing

• Spread your send process
• Upgrade your host plan
• Use an external delivery service
20

10 questions about e-mail marketing

1/ Build your list of contacts
2/ Write your Newsletter…
3/ … and send it

4/ Analyze your statistics

21

10 questions about e-mail marketing

I have a 35% open
rate…

How come 65% of
my users don’t
receive my news?

10 questions about e-mail marketing

• Statistics are not 100% accurate
• 30% < Great
• 15% < Good < 30%
• Poor < 15%

23

10 questions about e-mail marketing

I have a 10%
open rate...

How can I
improve it?

10 questions about e-mail marketing

• People receive my News but don’t
open it…
• Subject
• Sender information
• Few first words

• People don’t receive my News…
25

10 questions about e-mail marketing

How can I
improve my
deliverability?

10 questions about e-mail marketing

• SPF
• Sender-ID
• DKIM
• Blacklists
• Use an external delivery service

• Test on mail-tester.com
27

10 questions about e-mail marketing

mail-tester.com

28

10 questions about e-mail marketing

mail-tester.com

29

10 questions about e-mail marketing

• Go EAT!

30

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20 common mistakes you should avoid while handling an e-marketing campaign

1. 10 20 questions about e-mail marketing Adrien Baborier AcyMailing – Project Manager

2. 10 questions about e-mail marketing Who am I?

3. 10 questions about e-mail marketing 1/ Build your list of contacts 2/ Write your Newsletter… 3/ … and send it 4/ Analyze your statistics 3

4. 10 questions about e-mail marketing How can I extend my list of contacts?

5. 10 questions about e-mail marketing • • • • Subscription form Integration with your contact form Integration with your registration form Add a checkbox to your checkout process • Facebook page • Squeeze page 5

6. 10 questions about e-mail marketing I just bought a list of 2 millions contacts… Can I import them in AcyMailing?

7. 10 questions about e-mail marketing • Yes, you can! • But… 7

8. 10 questions about e-mail marketing 1/ Build your list of contacts 2/ Write your Newsletter… 3/ … and send it 4/ Analyze your statistics 8

9. 10 questions about e-mail marketing Should I include an unsubscribe link?

10. 10 questions about e-mail marketing

11. 10 questions about e-mail marketing • For your users • For you! • Avoid users marking you as spam • Get feedback about your users 11

12. 10 questions about e-mail marketing Can I create responsive emails?

13. 10 questions about e-mail marketing • Sure! • Keep in mind it won’t always work… 13

14. 10 questions about e-mail marketing What Newsletter should I send?

15. 10 questions about e-mail marketing • Send information your customer needs… • …when he needs it. 15

16. 10 questions about e-mail marketing 1/ Build your list of contacts 2/ Write your Newsletter… 3/ … and send it 4/ Analyze your statistics 16

17. 10 questions about e-mail marketing When should I send my Newsletter?

18. 10 questions about e-mail marketing • Don’t send it in a rush • Test it • Test it • Test it 18

19. 10 questions about e-mail marketing My host does not allow me to send more than 400 emails per hour, but I have a database of 2000 contacts... What should I do?

20. 10 questions about e-mail marketing • Spread your send process • Upgrade your host plan • Use an external delivery service 20

21. 10 questions about e-mail marketing 1/ Build your list of contacts 2/ Write your Newsletter… 3/ … and send it 4/ Analyze your statistics 21

22. 10 questions about e-mail marketing I have a 35% open rate… How come 65% of my users don’t receive my news?

23. 10 questions about e-mail marketing • Statistics are not 100% accurate • 30% < Great • 15% < Good < 30% • Poor < 15% 23

24. 10 questions about e-mail marketing I have a 10% open rate... How can I improve it?

25. 10 questions about e-mail marketing • People receive my News but don’t open it… • Subject • Sender information • Few first words • People don’t receive my News… 25

26. 10 questions about e-mail marketing How can I improve my deliverability?

27. 10 questions about e-mail marketing • SPF • Sender-ID • DKIM • Blacklists • Use an external delivery service • Test on mail-tester.com 27

28. 10 questions about e-mail marketing mail-tester.com 28

29. 10 questions about e-mail marketing mail-tester.com 29

30. 10 questions about e-mail marketing • Go EAT! 30

20 common mistakes you should avoid while handling an e-marketing campaign

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