Learn how to improve your online media marketing campaigns with six tips for email marketing that work.

1. Six tips
for email marketing
that work
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2. Return the wreath and cancel the hearse
Despite what you might have heard, the use of email marketing and data lists are not dead.
Statistics show that:
Email is the
number one
online activity
True, consumers got wise to email marketing being used as a channel to push products or
services, but it’s still a viable medium for creating B2B links and brand awareness using the correct
email data. What’s more, it’s now completely mobile too, through the proliferation of Smartphones,
tablets and other portable devices.
75%
of all online adults say
email is their preferred
marketing method
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3. Here’s how to ensure your email marketing
campaign works:
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4. 1. Choose the right Email Service Provider
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5. 1. Choose the right Email Service Provider
The key to choosing an Email Service Provider is reliability.
Whether it’s uptime, helpdesk support, response time, back-up, monitoring or compatibility, it’s
important to research first and be sure you are getting an ESP that can handle the demands your
email marketing will put upon it.
remember, 99.5% uptime is two days’
annual downtime
The software should
always work, no hiccups or
quirks. And the phone should
always be picked up by
the ESP, as an example for
capable and active support.
Jordie van Rijn, Email Vendor Selection
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6. 2. Define your mailing lists
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7. 2. Define your mailing lists
Segmented campaigns distinctly improve global email newsletter opens,
clicks and bounces.
“Batch and blast” email marketing is dead. Long live segmentation. Analyse your database
and cross-reference with subscriber information. Hitting the right people at the right time in the
customer cycle encourages the desired action and a sense of trust that can be achieved through
personalisation, increasing brand awareness.
Personalisation in the message has a
2.2%
higher click-through rate than
personalisation in the subject line.
And a
1.9%
higher click-through rate than
personalisation in both the
message and subject line.
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8. Ten Second Case Study
Corporate Direct began personalising their emails by including the
client’s Account Manager’s name into the from name and merging
in their full contact details at the bottom of the email. This had a huge
impact on open rates.
on average these
increased by around
40%
as people recognised
the sender.
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9. 3. Choose a strong content style
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10. 3. Choose a strong content style
Building awareness is key. Align the content of your emails to the individual you are addressing,
as per segmentation. Be different and avoid ‘push’ selling; offer value and don’t give cause to
unsubscribe.
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11. 4. Choose compelling subject lines
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12. 4. Choose compelling subject lines
Your subject line is the first thing a lead will see and can mean
the difference between opening and deleting.
Make them powerful, make them compelling, arouse curiosity, test different wording and analyse
response data. Keep them pointed.
Only
26%
clicked on an
email because of
a special offer
47%
of email recipients
are drawn to opening
an email due to the
subject line alone
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13. 5. Follow best practice
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14. 5. Follow best practice
Avoid words known to trigger
spam filters.
CHEAP
Cash
Avoid
Never
Hello
Keep links blue – everybody
recognises blue links. Don’t
allow confusion to get in the
way of action.
Add social share buttons.
Studies show that emails
including a social share button
enjoy a 115% higher
click-through rate than those
that don’t.
Always offer the opportunity to
unsubscribe, even though it’s
the last thing you want.
Familiarity breeds contempt
– exhibit self control. An
unrelenting stream of emails
will only encourage spam
reports and unsubscribing.
Make each email count.
Proof read your
communications – typos look
sloppy and unprofessional
and are guaranteed to turn
prospective leads off.
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15. 6. Measure the results of email marketing
campaigns
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16. 6. Measure the results of email marketing
campaigns
Measure the effectiveness of your email marketing campaigns.
Use analytics to establish who clicked on what and when. Ignore open rates; it’s the mobile age,
yet iPhones measure a deleted email as one opened. Remain on top of all metrics*; invaluable
intelligence can be drawn from:
Click-Through
Rates (CTR)
The number of
recipients who
clicked on a link or
links in the email.
Conversion
Rates
The percentage of
those who clicked
on a link and went
on to perform the
desired action.
Sharing Rates
The proportion
sharing or forwarding
the email to a friend.
Revenue
Per Email
A calculation of the
ROI, dividing total
revenue by number
of emails sent.
*Requires integration of your analytics platform and Email Service Provider.
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17. And finally...
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18. Follow up every lead.
40-50%
of all inbound sales leads are
never followed up and sales
are lost to a competitor.
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19. www.marketscan.co.uk 1
BLUEPRINT FOR
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Using measurement to never lose a
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