Email Deliverability – Trigger for Business Marketing

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EMAIL DELIVERABILITY
Target Inboxes
Kick Start Response Rate
Boost Business
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EMAIL MARKETING
Benefits to Withhold

• CRITICAL MASS

Reaches 93 of internet users

• RESPONSE RATES

10x greater than direct mail

• LOWER COSTS

1/10 the cost per communication

• STILL EFFECTIVE AND TARGETED RETENTION VEHICLE

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THE TRUTH UNCOVERED
Deliverability Crisis

• 31 of email marketers consider improving email
  deliverability as a significant challenge

• Only 81 of legitimate email marketing messages
  make it to the inbox

• Spam has made 58 of consumers less trusting of
  email

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CURRENT INBOX STATUS !!
Oh no, were being spammed
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70
Commercial Mailers
22
Other ISPs
5
Internal
3
Bots/Dynamic
PERCENTAGE OF SUBSCRIBER COMPLAINTS FROM EMAILS
THAT REACH THE INBOX
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MAKING EMAIL DELIVERABILITY EFFECTIVE
10 Useful Tips

• Join Feedback Loops

• Remove Inactive Subscribers

• Consistent Timings and From Information

• Use Double Opt-in

• Join Complaint feedback Loop

• Unsubscribe Link at Top

• White List Reminder

• Remove Bounces

• Reverse DNS

• Get off Black Lists

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MINUSCULE FOCUS 1
Create Winning Landing Pages

• Highlight USP in both Headline and Sub header

• Request for data

• Context of Use in a Photo, Video, Testimonials,
  Client Lists

• Ask to Bookmark, offer a free takeaway, send
  reminders to follow on Twitter and other social
  networking sites

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IMPERATIVE TAKE
CTAs (Call to Action)
Is the main action that you would like your
visitors to take on the page ?
But are your visitors always ready to take an
action ?
Follow Tips gt gt
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CTAs (Call to Action)

• CTA1 (Hard)

Fill out the form to receive a free quote on XYZ

• CTA2 (Soft)

Sign up to receive email on free tips to
improving your XYZ

• CTA3 (soft complementary)

Follow us on LinkedIn for the latest in product
announcement, industry trends and tips for your
business.
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MINUSCULE FOCUS 2
Click to Open Rates

• Open Rates are Skyrocketing

• Utilize the opportunity well to form a
  RELATONSHIP beyond product

• Retailer should take extra EFFORTS to deliver
  VALUE

• Subscribers are looking to ENAGAGE

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CLICK RATES ARE DROPPING

• Open rates have increased but click rates has
  been REDUCED dramatically

• Email design has improved but content quality has
  been DUMPED down

• Subscribers keep opening the email in search of
  value but dont receive it and BOUNCE

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MINUSCULE FOCUS 3 B2B Email
Subject Lines Testability
What Works Better
CURRENCY SYMBOLS
Subject lines with symbol had a far
better-than-average click-to-open rate. Those
with signs scored above-average in opens and
clicks but slightly below-average in
click-to-opens, symbol were
above-average in opens but below-average in
clicks and click-to-opens .
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DISCOUNT TERMS
Sale was the outlier, above-average in opens,
clicks and click-to-opens. Others such as
off, discount, free, half price, save,
voucher, and 2 for 1? all came in
below-average in all 3 metrics.
NEWS TERMS
News, update, breaking, alert, and
bulletin (12.5) all saw better-than-average
click-to-open rates (as well as clicks and opens)
.
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CONTENT TERMS
Issue and top stories were the only to
perform above-average in click-to-opens,
Forecast, report, whitepaper, and
download all saw below-average performance in
all 3 metrics .
BENEFIT TERMS
Latest was the only to see above-average clicks
and click-to-opens, while special, exclusive,
and innovate, performed okay in opens but poor
in clicks and clicks to open .
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EVENT TERMS
Exhibition, conference, webinar,
training, event, register, and
registration all showed below average in
clicks, opens and click to open .
MULTI-CHANNEL TERMS
Facebook and Pinterest were the only terms to
score above-average in clicks and click-to-opens,
though both showed below-average performance in
opens. Both Twitter and LinkedIn were
below-average in all 3 metrics.
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IMPROVE CONVERSION RATES WITH
Email Personalization
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SOME GREAT TIPS -
Personalize Your Email

• Align your email verbiage with your social
  language to keep your communications consistent .

• Craft templates that enable you to trigger
  personalized emails on the fly .

• Test and track the effectiveness of calls to
  action (CTAs) and repeat .

• Segment your list separately by social data, such
  as birthdays, likes, etc.

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EMAIL DELIVERABILITY
Trigger for Business Marketing
Email has been one of the wonder tools, present
in all must-do strategies of marketers. Optimized
effectively to suit most current mediums of
communication, Email continues to remain the big
player in direct marketing space .
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Thank You
Resources
blog.eloqua.com
Website www.esalesdata.com E-mail
sales_at_esalesdata.com
marketingprofs.com
marketingcharts.com
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