Archive for June, 2011

How to improve the open rate of an email newsletter

Thursday, June 30th, 2011

The open rate, the click rate and the conversion rate are three indicators that measure the efficiency of an email marketing campaign. These are there indicators that you have to observe constantly and find ways to optimize them in order to manage to raise these values.
Opening is the first step – the first action a user has to do to get in contact with the information from you. Below we detailed some recommendations to improve this indicator. But you have to be aware of the fact that the open rate is not an independent factor, so to have a high open rate you need to have a high deliverability rate, your emails have to get to your subscribers inbox to be opened.

1. The subject line and the “From” line

The subject line is one of the most important elements when it comes to determine a user to open or not an email. The subject is the most visible and the first opportunity you have to offer a reason why your email should be opened. The subject has to be a message that offers your subscribers an idea about what he will discover opening the email, something to tell them if the information is relevant for them or not. A good subject line is specific, not too long and attractive.
You have to pay attention to the “From” line also. Subscribers are not likely to open your emails if they don’t know who’s the sender.

2. Targeting and relevance

The interest of the readers in the information you send depends on how you segmented your list. The segmentation starts right when you collect the adresses. It’s recommended to set correctly the expectations of the people when they subscribe to have a list interested in what you want to communicate. The better you segment, according to the information you have about your subscribers, the more chances you have of offering relevant content, so of getting their attention and a higher open rate.

3. Frequency

If you send too often people will be irritated, and if you send too rarely they will lose their interests. What is the right amount? That depends on your product and on your list. To not disturb the best is to give your subscribers the possibility of choosing the right frequency for them, either when they subscribe, or later by other means.

4. Build a relationship

One of the most important factors that will bring you openings is trust. Deliver what you promised, don’t deceive your subscriber’s expectations, don’t promise unreal offers. Don’t abuse that permission they gave you when they subscribed.

Common email marketing mistakes to avoid

Monday, June 27th, 2011

Before sending out an email newsletter make sure you fulfill at least the basic rules of email marketing. In a hurry you can send an email without testing it and it will not appear as you intended in the inbox of your subscribers. You can send irrelevant content to your list or maybe you can send your emails without asking permission first. This way you will only manage to get to the Junk folder faster or make them hit the unsubscribe button.

Below we made a list of the most common email marketing mistakes which you have to be aware of to avoid them.

1. Sending with no permission
Before sending a newsletter you have to have the permission of every single person in your list. This means people have to previously requested to receive information from you. Not spamming is the first rule of email marketing and one the most important ones.

2. Unclear “From” name and subject line
For the subscribers to open your emails they have to know clearly what they are receiving and from whom. The “From” name and the subject line are the only two elements that you have to make them open your messages. If these two elements are not clear and relevant you will not succeed in attracting them. Also, a clear “From” is important to avoid a high spam rate. Is wrong to assume that, even if you have a permission based list, people remember you and your business.

3. Sending without testing
Testing is very important. Don’t skip this step, even if you are in a hurry. You have to check especially spelling errors, display errors and if all links are functional. The best is to send out emails to different accounts that use different email clients. The display could be different, depending on the email client your subscriber is using.

4. Disturbing and inconstant frequency
There is no recommended frequency in email marketing. It can differ from product to product depending on the quantity of relevant information you can offer to your subscribers. Sending to rarely will make them forget about you and sending too often will make your communication disturbing. The best solution is to let them pick their right frequency.

5. Irrelevant content
Sending emails that have nothing to do to what you promised to people when they subscribed and that is not corresponding to their interests will only raise the unsubscribe rate. An efficient targeting is necessary to get good results.

6. No unsubscribe link
In every email you send you have to include an unsubscribe link, and it has to be working. Not including it does not mean that you will lose fewer subscribers, because people that want to unsubscribe will have to use spam button to report you. This way you take the risk of compromising your future email marketing campaigns.

Social links on your unsubscribe page

Tuesday, June 21st, 2011

Keep your subscribers closer with social media. WomSend has a new feature which will make it easier for you. Now you can add the links to your social accounts to your WomSend account.
These links will appear on the unsubscribe page of your email newsletters, this way you have a chance at keeping the users that will unsubscribe as fans or followers in social media. It’s another way to inform them, if they no longer want to receive emails.

You enter your WomSend account, the menu Configurations – tab Social links. There you can put links to your profiles on Facebook, Twitter, LinkedIn etc. These links and the text:”If you prefer other ways to stay in touch you can follow us on:” will appear on the unsubscribe page. And the user may want to keep receiving your news, but in social media.

Keep in touch in social media

Your subscribers may want to stop receiving your emails due to various reasons, but in case this reason is the fact that they no longer want to use email as a way to stay in touch with your business, you can offer them an alternative by proposing that they should follow you on social media to stay up to date with your news and special offers. This way you can get your list to like you on Facebook and follow you on Twitter.

Cleaning your list based on indicators

Friday, June 17th, 2011

In email marketing a cleaned list, with valid email adresses and with subscribers that gave their permission to receive emails is very important to have good results.

Your email marketing list can have invalid email adresses due to various reasons: the email adress was filled in incorrectly, deliberately or not or the adress was not filled in by the actual owner or the adress has expired

You can clean efficiently your list based on the indicators of your previous campaigns.

Spam complaints rate

Spam complaints rate is one of the most important indicators to evaluate a newsletter. To avoid a raised spam complaints rate your list must have only email adresses gathered with the permission of the owner, have a double opt-in subscription form and always include an unsubscribe link in your emails.

When you are cleaning your list you have to be aware of this indicator, identify the email adresses that reported you as spam and erase them from your list in order to stop sending them newsletters and compromise your future campaigns. Using WomSend this will automatically be done.

Bounce rate

The bounce rate represents the adresses to which your email wasn’t delivered. This happens because of some temporary errors (either the email account has a full inbox, or the connection with the server was not possible) or a permanent error – the email adresses in your list are not valid. A raised bounce rate is sign of an old and inactive list or that the gathering of the adresses was not done right.

You have to maintain this indicator to a lower value by eliminating those adresses that bounced. The bounce rate is an indicator for the ISP (internet service provider) and will have negative consequences on your reputation.

The bounce rate and also the spam rate can be mantained at a low level by eliminating the old and inactive adresses from your list. Check your subscribers and eliminate the ones that hav not opened your messages for 3 or 4 months. It’s highly possible that this email adresses will become inactive or invalid in your future campaigns.

Unsubscribe rate

The unsubscribe link needs to be functional. So, when a subscriber requested to be unsubscribed from your newsletter his adress would be erased from your list. Continuing to send the messages and ignoring his wish will only raise the spam rate and affect negatively your reputation. Also you should keep in mind that the unsubscribe process should be easy, easier than hiting the spam button.

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