Driving websuccess email_2
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07/03/22 Driving Email Success: Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-305 Measuring Beyond the Clickthrough 07/03/22
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With an open rate of 11.5% and a clickthrough rate of 2%, we are looking at averages that rival what would be considered above average in regular print-based direct marketing. But theclickthrough rate does not tell the whole story. Email effectiveness cannot be separated from overall site effectiveness. They’ve got to work together to achieve the desired result. Therefore, every marketer needs to understand where email sits in the overall conversion engine.
Transcript of Driving websuccess email_2
04/11/23
Driving Email Success:
Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058
Measuring Beyond the Clickthrough
04/11/23
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Email is Useless!
If it doesn’t convert.
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Email Today:Familiar. . . 93% of online consumers are subscribers
(have provided their info to a brand) 88% of online consumers check email every
day 50% of consumers make purchases b/c of
93%88%
50%
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Email Today: Familiar but Flawed Consumers dislike spam
intensely Consumers fear viruses/have
privacy concerns Miscommunication: difficult to
convey tone; graphics are taking over?
Marketers cite uncertainty that email measurement data is accurate
Email in a vacuum works less well than when surrounded by other marketing efforts
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Email Common Definitions:
Open rate:
how many
TOTAL opensUniques:
How many RecipientsOpened it.
Hard Bounce:Incorrect address,
No recipient(cull from list)
Soft Bounce: No server
space, fell into spam,other blockage
Clickthrough: Clicked on a link
Conversion:Led to desired action
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Email Key Rates:
*historically this is similar to a good direct mail response rate
Open:11.5%
Clickthru:2%
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Effective Email: Gaining Trust
Most email users “trust” about 16 companies and will open their emails
Opt-in is best way to become part of it
Trusted Circle of Companies
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Effective Email: Create an Environment
Email campaigns not as successful in a vacuum
Landing PageEditorialMentions
email Online Ads
AffiliationSearch
Blog
Trusted email
Opt-in
Offer
Targeted Campaign
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Effective Email: Create an Environment
Focus Efforts on Collecting Email Addresses
Landing PageEditorialMentions
email Online Ads
AffiliationSearch
Blog
Trusted email
Opt-in
Offer
Targeted Campaign
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Effective Email: Create your best offer
Lots of Bandwidth (Larger Company): Offer can be continuing: market reports; seminar series
Offer Little Bandwidth
(Smaller Company): Offer can be one-time, like a white paper
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Effective Email: Opt-in Much Superior
Opt-in = 500% better clickthrough than non-opt-in
List churn = 30% per year Therefore the effort needs to continue in
order to maintain list effectiveness
500%500%
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Effective Email: Measure Thru Conversion
Trusted email
Targeted Campaign ?What happened to my Clickthroughs?
Web site
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Effective Email: Drive to Conversion
Followup emails to drive towards conversion Email content needs to educate not “hard
sell” Describe Problem/Propose Solution Construct site to drive conversion
Targeted Campaign Web Site MUSTConvert to
Sale
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Effective Email:What will people read?
Email?
People are busy with other things Get to key info quickly Think text PLUS graphic Use bullets and lists Short, punchy paragraphs Hyperlinks in moderation
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Effective Email:Structuring Content Attention (subject
line) Problem: Ran out of
books to read for fall
Solution: 3 for the price of 2
Proof: the books themselves
Call to Action: Shop BN
Subject Line: A Tale of 3 Sales -- Paperbacks, DVDs, and NOOK
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Effective Email:Structuring Content
Subject line: 2x better open rate with less than 40 characters
Get your hyperlink near the top of the content
Close with a second chance to click the link Always include “unsubscribe” Include social media buttons
Technology Leaders: "Driving Web Success"17
Working with a Provider:Can Help Avoid Common Pitfalls
Technology Leaders: "Driving Web Success"
Manually run email campaigns quickly become hard to manage
Look for a reputable provider that will create comprehensive performance reports for each message.
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Working with a Provider:Avoiding the Spam folder
“spam index” for your emails The index will help you with words to avoid--
beyond “pharmacy” or “viagra”* Indexing will also help limit the number of
links in your email; and suggest that you only link to websites that have an anti-spam policy
*Money-back, extra income, cards accepted, guarantee, special promotion, $$,100%, check or money order--and others!
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Targeting Email Messages:Always seek relevance
SegmentYour Lists
Focus Your Message
To Each List
Provide Value in Every Message
What are the Needs and Desires of
My subscribers?
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Remember the Goal:
CONVERSION
EmailMeasurement
From open to conversion
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Email Measurement Examples: Number of email shares/social
media Number of forwards Number of unsubscribes v. new
subscribes Track Re-Tweets . . .and yes, how many
clickthroughs Set goals beyond the most common: for
instance--how about “revenue generated per email”?*
*requires web analytics
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What happens after Clickthrough?
Without Measurement--mostly a vast unknown
Did they do anything once they got to your conversion pages?
Did your site do a good job of converting?
How can you tell?
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Requires web analytics
Tracks behavior beyond clickthrough
. . .and into the site
Essential to understanding email effectiveness
More Meaningful Measures:
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Meaningful Measures: Analytics Challenges
Establishing proper campaign identification
Establishing proper campaign attribution
Aligning feedback loop for optimization
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Email Function in the Sales Funnel
REACH
ENGAGE
CONVERT$$$RETAIN
EMAIL WEB SITE
CUSTOMERS
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ContentE-CommerceLead GenerationSelf-Service/ Information
Apples, Oranges, Pears and Kumquats(the 4 types of sites and how to measure them)
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You’ll want to improve. . .
Stickiness Direct Sales Customer
Contacts Efficiency/
Productivity
Content E-Commerce Lead
Generation Self-Service/
Information
If you are a______site. . .
Conversions for each site type
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Reach (Campaigns--like email!) Engage (Landing Page/Other Convincing
Content) Convert (Visitor performed desired action) Retain (Re-target, up-sell, cross-sell)
For ALL sites. . .
Stages of Conversion
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Email is a
REACHmechanism,
feeding leads to your site
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Framework for Analytics ROI
• e5o: (eBusiness 5-Step Optimization) provides a framework for total Web ROI. Properly deployed, it is a complete, repeatable feedback loop targeted at success.
04/11/23
Full Cycle Email Measurement:
Define Drivers Set of goals and targets for web optimization project
Clear understanding of success factors for web site
Activity Deliverable Benefit
Build Metrics Create measurement criteria plus tool configuration
Gain critical insight into web performance
Plan Actions Map of improvements, based on analytics
Targeted, achievable improvement goals
Create Changes Development and delivery of actual improvements
A web site that responds to quantifiable critique
Measure Success Evidence of improvement by percentage
Proof that the process resulted in. . .
. . .Better Web ROI
Putting it All Together. . .
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Andrew [email protected]
m
Phone: (212) 808-3058 @Aedwards_TLwww.technologyleaders.com
Thank You!
