Creating an email marketing campaign

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Creating an EmailMarketing Campaign

• LEADSCRIBE

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Creating an EmailMarketing Campaign

• Determine the Purpose of Your Campaign
• Define your audience
• Determine your sending frequency and goals
• Determine your content
• Determine email segments
• Select an Email Marketing Provider.
• Design / Select email template
• Organize Your Email list.
• Setup Tracking
• Test and Refine.

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Determine the Purpose of Your Campaign.

• Spend a little time with your marketing and sales
  team to pinpoint the purpose of each message so
  that you can craft the design and copy of the
  message to the proper list segment. To get your
  creative juices flowing, here are some common
  campaign objectives that you may want to
  consider
• Promote a specific product / service to generate
  repeat business from existing customers
• Drive traffic to a new page or article on your
  website

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Define your audience

• Before you start designing, writing, and sending
  campaigns, you should define your audience. Once
  you get a grasp on the people who will be reading
  your emails, it will be much easier to decide
  what to say to them.

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Determine your sending frequency and goals

• Not all sending frequencies are created equal.
  Some users, send on a daily basis because that's
  a key part of their mission. Others,on Fridays,
  offering a little e-gift for the weekend.
• decide what you'd like to get out of your email
  marketing. Are you looking to direct readers to
  your website? Help promote sales? Increase
  traffic at events? Set goals like these for your
  campaigns, then keep track of your progress over
  time.

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Determine your content

• Now that you know who you're talking to, it's
  time to think about what you're going to say to
  them. "What you say" is your content. Think about
  why this audience signed up for your emails in
  the first place, then focus on delivering that to
  them.
• It can be helpful to outline general content
  types that you might include in each email
  campaign. Later, as you're putting together your
  newsletter, you can refer to this outline to make
  sure you're staying on track.

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Determine email segments

• We need to document some like
• "from" address
• The subject line
• detail the outline
• Signature

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Select an Email Marketing Provider.

•  The best thing we could tell you would be to do
  your homework, talk to and try different
  providers and go with the one that you click with
  the most. Were not going to do that though as we
  know youre probably not prepared to spend the
  time or money needed to do this.

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Design / Select email template

• Dont Overdo the Design. As with many things in
  marketing, the more simplified something is the
  more effective it usually will be. The same goes
  for design. Keep your emails design very simple
  by following some of the tips below that we have
  found to be effective

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Organize Your Email list.

• One of the most commonly overlooked elements of
  email marketing is list segmentation. If you fail
  to properly segment your email contacts into
  specific lists, then you will most certainly
  experience lower click through rates and response
  rates when you send your messages. Here are some
  common fields to segment your lists byLocation

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Setup Tracking

• Being able to evaluate the effectiveness of each
  campaign will prove essential to maximizing your
  ROI. Some of the metrics you can track through
  your email providers dashboard and others
  through Google Analytics
• Open rate (rate at which your contacts actually
  open / view your message)
• Click through rate (rate at which your contacts
  click on links / calls to action in your message)
• Conversion rate (rate at which your contacts
  become leads / customers after getting to your
  website from your message)
• Deliverability (rate at which your contacts
  actually received your message)

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Test and Refine.

•  I can give you all the advice in the world, but
  the best results are going to come down to the
  combinations that work best for your business.
  The only way to find these optimal combinations
  of design, copy, etc is to track and test
  different combinations. Some of the main elements
  that you should always be looking to track, test
  and refine areSubject lines
• Style, tone and context of the copy used
• Font sizes, colors and formatting
• Calls to action

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Designing Email Templates
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Email Templates

•  allow you to customize the formatting and text
  of emails sent by users who share your
  content. Templates can be text-only, or HTML and
  text, in which case the user's email client will
  determine which is displayed

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Designing Email Templates Simplify design

• First and foremost, the design of your email
  templates should be simple. Design should enhance
  your message, not distract from it! And frankly,
  emails with a lot of design hoopla bring the
  reader's attention away from your actual message,
  and as a result may harm conversions. Plus, the
  fewer elements you have bouncing around in your
  email, the less likely it is to render improperly
  or trigger a SPAM filter.

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Designing Email Templates Keep the Width of
Emails Under 650 Pixels

• This ensures that they always display in
  Outlook's vertical preview pane -- can't forget
  about your Outlook readers! If you're a HubSpot
  customer, you can duplicate our email templatesto
  get started if you like all of our templates are
  fewer than 650 pixels in width.

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Designing Email Templates Identify the need
for an email.

• Whatever the case, you'll need to create a
  requirements document to record your goals and
  other design ideas for the email. This will help
  you create more campaigns in the future, and
  makes it easier for a team to work together on
  the project.

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Designing Email Templates Tables Are Your Best
Friend

• If you've been coding for a while, you may think
  that sounds insane, but it's actually important
  to use tables in email template design to ensure
  your email renders the same way across every
  email client.

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Designing Email Templates Avoid Body
Attributes

• You may encounter email clients that don't pay
  attention to body attributes, which means all
  your hard work is for naught. So if you wanted
  to, say, create a light gray email background,
  you should simply use a 100 width light gray
  table, and then nest the content of your email
  within that table.

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Designing Email Templates Don't Use HTML
Bullet Points

• Those pretty HTML bullets you're used to don't
  work too well when rendered in email. Use a plain
  text alternative, like dashes (-) or asterisks
  () to ensure readers don't see broken or missing
  bullets in their email message.

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Designing Email Templates Use Absolute Image
Paths

• That means any images in your email templates
  should be hosted on your website. Then, make the
  image path point to the URL of the page on which
  the image is hosted. You can always find the
  image URL by right-clicking on an image and
  selecting "View Image Info." It should end with a
  file extension like .jpg or .gif, not .com.

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Designing Email Templates Use the Right Number
of Images at the Right Size

• The smaller you can make your image files, the
  better. You certainly don't want to make the
  images grainy, but large image files increase
  email load time, and that impacts the success of
  your campaigns. You should also take care not to
  include too many images throughout your email,
  and maintain an even balance of images and text.
  This will help you stay out of SPAM folders and
  increase reader engagement.

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Designing Email Templates Designing Email
Templates Steer Clear of PNGs

• Speaking of that image URL, I used ".jpeg" and
  ".gif" as examples for a reason. PNGs should be
  avoided in email templates, because they're not
  supported in Lotus Notes.

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Designing Email Templates Don't Forget About
Image Alt Text

• Nope, alt text isn't just to help search
  engines read images on your website. Alt text in
  emails helps readers determine what images were
  supposed to be had they rendered in the inbox.
  Including clear, descriptive Alt text helps fill
  in the blanks for recipients if images are
  blocked, turned off, or rendering improperly.

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Testing YourEmail Designs

• Test in different email clients and ISPs
• Send tests to friends and coworkers
• Inbox Preview

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Test in different email clients and ISPs

• All email clients are created differently and can
  render content in HTML email in different ways.
  Some clients will strip your BODY or HEAD tags,
  or all content below a certain line. Flash
  doesn't work with some, while others will block
  images by default.
• These inconsistencies make it very important to
  test your campaign in as many different scenarios
  as possible.

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Send tests to friends and coworkers

• It can be difficult for some users set up test
  computers or test in many different applications.
  By keeping your designs simple and sending test
  emails to a few friends or colleagues, you can be
  sure to catch broken images, typos, and other
  bugs.

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Inbox Preview

• Inbox Preview shows what your campaign will look
  like in different email clients, so you
  can refine your campaign before sending.
• Your email marketing s dashboard will provide
  you this feature to shows your campagn different
  email

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MeasuringPerformance

• Clicks
• Unsubscribe rate
• Bounces
• Website traffic
• Signups since last campaign

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Clicks

• How many people clicked links in your email?
  Which links did they click the most?
• Did they click on product links, or research
  links? Did you see a rise in purchases?
• How long after you sent the campaign do links
  keep getting clicked?
• Your click rate can help you determine the
  success of your campaign and reveal general
  trends in the behavior of your subscribers.

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Unsubscribe rate

• Whats your unsubscribe rate after each campaign?
  Less than one percent is average for lists that
  are contacted regularly, and well-maintained.
• If you send very infrequently or if its your
  very first send, your unsubscribe rate may be
  much higher. Check your rate after each campaign.
• If you see it spike after a particular campaign,
  consider whether it had anything to do with your
  content. Maybe youre sending too frequently, or
  maybe not enough.

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Bounces

• Watch your bounce rate after each campaign. Some
  email arketing servers breack your bounces into
• hard vs. soft, and clean your list
  accordingly.
• Soft bounces are emails that exist, but for some
  reason, they couldnt be delivered
• A hard bounce is an e-mail message that has been
  returned to the sender because the recipient's
  address is invalid.

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Website traffic

• Check your website traffic logs after each email
  campaign. Does traffic pick up?
• Do orders increase? Was the spike in traffic
  immediate, or did it come gradually?
• How long does the new traffic last, and how long
  should you keep the graphics
• and pages that your email points to hosted live?

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Signups since last campaign

• After each campaign, do you get lots of new
  subscribers? That could mean your
• loyal readers are forwarding your emails to
  friends. Dont see any list growth at
• all? Maybe you need to make your content more
  interesting or relevant to your