Posts Tagged ‘campaign’

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.

How to evaluate a campaign

Monday, February 14th, 2011

Email plays an increasingly important role in all aspects of today’s marketing and customer relationship management strategies. Successful email marketing can get high response rates with very low cost, compared to other marketing media.

The impacts of email marketing are more measurable than for most other forms of marketing. So, at the end of every email marketing campaign, the evaluation is very important. During it you can determine whether or not the email marketing is effective for you, if you have reached the purposes you have established at the beginning and learn how to improve your further actions.

Reports on email marketing campaigns can provide insights by evaluating past campaign performance. You need to evaluate the following indicators at the end of your campaign: delivery rates, open rates, click-through rates, unsubscribe rates, conversion rates, spam complaint rates.

Delivery Rates

This indicator is influenced mostly by spam filters and the validity of addresses in you lists. More and more permission-based emails end up blocked or redirected because of spam filters.

The ways to improve the delivery rates are asking your subscribers to add you in their address book, keeping a clean list, honoring the unsubscribe requests and being careful with the spam complaints.

Open Rates

To make sure you get high open rates, the relevance and the recognition are very important, make sure you are sending interesting information for your subscribers and the “From” contains your company name so the receiver will recognize you instantly.

The subject line might be a problem if your open rates are low. Also a low open rate might be a sign that your newsletters are not reaching the inbox of your target, but the junk mail folder.

Click-Through Rates

The key to getting high click-through rates from your message is relevance and personalized content.

One tip is to address recipients by name. Another great way to keep your click through rates up is the way you segment, stay relevant and your subscribers will be interested in further information.

Pay attention where you put your links. Make your desired action clear to recipients with prominently displayed links and big “click here” buttons.

Unsubscribe Rates

Analyze your unsubscribe requests carefully. If the unsubscribe rate is high, maybe you should think again about the information you are sending, maybe there is a discrepancy between what you are promising and what you are delivering.

Unsubscribe requests can be reduced by letting your subscribers choose (e.g., frequency of emails and updates, choice of topics or product offerings). You need to build relationships with customers and prospects, putting them in control.

Conversion Rates

The conversion rate indicate the rate of prospects that have answered to your call to action (e.g., purchase, forward to friends, fill in a form, phone call, etc.) Your conversion rate is a measure of relevancy. Make a clear call to action and make it easy for recipients to understand.

Spam complaints

This indicates how many people have marked your email as spam. This indicator has a high influence on your reputation and you have to be careful about it.

To avoid a high spam complaints rate you need to make sure your unsubscribe link is visible and working. Many users will use the “spam” button as a way of getting rid of email they no longer want as an alternative to the unsubscribing process, if it’s too difficult to use.

People quit newsletters having different reasons: you send too many emails, the information is not interesting or they simply have changed preferences.

Many unsubscribe requests is not something you wish for, but spam reporting is much worse.

Click tracking on your own domain

Wednesday, May 26th, 2010

We can track clicks in your messages by replacing your links to a special link .

Untill a few days ago this special link was only on womsend.com domain but now  you can use your own domain or subdomain for this.

Why would you want to do this? Links look better and your subscribers might trust them more when they recognize your domain name in the start of the link.

Setup

If you want to use a domain (not a subdomain) then you’ll have to point it ( create a DNS A record ) to 74.53.68.216 .

If you’re using a subdomain like news.yourdomain.com then you can just create an alias ( DNS CNAME record ) for it to point to t.womsend.com.

After you set up the DNS you have to tell our system the name of the domain you want to use in those special tracking links.  Go to Settings->Defaults and set the name of the domain in the “Default link tracking domain” field.

That’s it. On your next email campaign the links in your message will have your domain instead of womsend.com

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