There is a lot to remember when sending an email – from design best practices, to coding considerations, to supporting your value proposition. It is too easy to forget email marketing fundamentals, so we developed an email effectiveness checklist to help you out.
To find out just how effective our “effectiveness checklist” is, we decided to A/B test many of the basic principles in our newest case study – Creating an Optimized Email. The case study provides some handy “before and after” email examples, so you can visualize how using the checklist can improve your emails. Get the case study to see the email effectiveness checklist in action.
Each month, we’ll be interviewing one of our fab employees here at Whereoware. For September, we get to know Lizz Donnelly, our Online Marketing Manager, a little better.
What’s your name? Lizz Donnelly
Job title: Online Marketing Manager
Favorite food: PIZZA!
(Not so hidden) Talent: Hoarding. I don’t like throwing things away…
If there were a movie of my life, I’d be played by: Kristen Wiig
One item you’d bring with you to a desert island and why: My stuffed animal “Bear.” He travels with me and keeps me safe.
In a zombie apocalypse, my weapon of choice would be: Run away to the nearest restaurant.
Facebook or Twitter: Facebook, Instagram, + Snapchat
iOS or Android: iOS
‘Nerd’ or ‘Geek’: Princess
Star Wars or Star Trek? Disney Princess movies
What’s the best part about working at Whereoware?
I love being able to implement my creative ideas and see them put into action. My co-workers are great people too.
If you’re a regular on the Whereoware blog (and we hope you are!), you’ll notice we write about Google Analytics each month to help you make sense of all that important data. Google Analytics is a free tool that measures a zillion things about our website traffic, mobile audience, and engagement levels, but it isn’t the only analytics tool available.
Litmus.com is a paid tool that allows you to check how an email will look across desktop and mobile devices and email service providers (ESPs). Today, we dive into Litmus Email Analytics – an awesome feature that measures opened emails’ performance.
Litmus Analytics is extremely visual and uses straight forward, non-technical terminology. A newbie can review their Litmus Analytics dashboard and gain immediate understanding of how recipients interact with their emails. The analytics data is broken up into three groups – Engagement, Email Clients, and Geolocation. The Summary dashboard shows quick stats, like how many people opened, forwarded, or printed your email, and a high level view of the Engagement and Email Clients reports.
Marketing research firm MarketingSherpa found that most companies spend on average $20-$50 per lead. Yet, according to a study posted on nonprofitmarketingguide.com, companies lose an average of 19% of their mailing list due to list churn. At such a high attrition rate, you can’t only focus on getting new email addresses, you must also maintain your hard earned leads. Follow our three tried-and-true techniques to keep your subscribers interested and minimize list churn.
A common email marketing mistake is over sending emails. It’s important to send emails frequently enough to keep subscribers active, but not so frequently that you’re annoying them. It’s a hard balance to reach, because there is no perfect number of emails to send per week – it differs from company to company and customer to customer. We suggest keeping an eye on opt-outs to identify when you may be over sending. If you see a sharp increase in opt-outs after sending an email three days in a row, try scaling back the following week to see if fewer email sends decreases opt-outs.
Another option is to take advantage of your marketing automation platform’s tools to help you balance timing. Many automation platforms feature Send Time Optimization (STO), which automates and spaces out email send time based on the time of day your subscriber is most likely to open an email.
Each month, we interview one of our fab employees here at Whereoware. For August, we get to know Jim Rothey, Whereoware Partner + CTO, a little better.
What’s your name? Jim Rothey
Job title: Partner + CTO
One item you would bring with you to a desert island and why: A sailboat. I like sailing, and I could get off the %*@%ing island
In a zombie apocalypse, my weapon of choice would be: A small army of drones, an underground control bunker (pretty sure zombies can’t dig), and some serious game attitude.
Facebook or Twitter: Twitter
iOS or Android: iOS
‘Nerd’ or ‘Geek’: Both
Star Wars or Star Trek? Star Trek
What’s the best part about working at Whereoware?
The chili cook-off. We make a day of it. I love to eat chili. Even chili without tomatoes or beef, which of course isn’t really chili (even though one of those non-beef, non-tomato, chili wannabes won last year).
NetProspex, the leading provider of B2B sales and marketing data services, challenged Whereoware with updating their website to better capture high quality, sales ready leads.
By combining marketing automation, dynamic content, and
progressive profiling, we developed a new website and lead generation
strategy, placing the right content in front of the right customer to create a more relevant, personalized experience for each user.
- 171% increase in marketing revenue
- 111% increase in email open rate
- 10x increase in visit duration
- 2x increase in pages visited
Read the case study to see how you can leverage data to increase customer engagement and ROI.
Silverpop’s Largest Digital Agency Brings You…
A Silverpop How-To
This week, we welcome a guest post from one of our Senior Online Marketing Managers, Aaron Lemley. Aaron is Silverpop Certified and takes a creative approach to implementing high-performing email campaigns. Here, he discusses: how to setup automated behavior updates, and why these Silverpop system fields can make your next campaign more successful. Let’s take a closer look.
At Whereoware, we’re always looking for new ways to leverage customer behavior in our email campaigns. If you’re new to Silverpop, or looking to use more behavior-based criteria in your next mailing, we recommend you setup automated behavior updates.
Once setup, these system fields allow you to target customers based on the last time they opened an email, clicked a link in an email, or were sent an email. You can imagine the various applications of automated behavior updates – as a safeguard to reduce message fatigue (ex. contact has not been sent an email in the past two days); to target inactive customers with reengagement campaigns (ex. We miss you!); and to better score your leads (ex. contact has clicked in the past week).
You can setup this Silverpop feature in just five minutes. Download our Silverpop How To: setting up + using automated behavior updates to take your email campaigns to the next level.
For more information on this topic please consult the Silverpop Knowledge base. Have any questions for Aaron? Let us hear them!
Whereoware won Best Digital Marketing Site at the EPiServer 2014 North American Summit on July 30.
Whereoware designed and executed a new website and integrated email marketing campaign for client Nutricia Metabolics, a global health food manufacturing company. By leveraging both EPiServer 7 CMS and Silverpop Engage, Whereoware helps Nutricia deliver personalized website and email content, targeted to customer’s age and health condition.
Get the case study to see how Nutricia delivers a cohesive personalized customer experience for huge results.
Warm congratulations to the other winners – Adage Technologies, Partner of the Year; Nansen, Best e-commerce Site; and iMedia Inc., Partner to Watch. Read more about the EPiServer North American Summit.
Do you start each day reading every personal, business, and promotional email you receive? You sure don’t – and your customers don’t either. Your email recipients scan their inbox and read a few emails that pique their interest. How do you grab your customers’ attention? Write an awesome subject line.
Your subject line must speak your customers’ language – the particular words and phrases that incite action for your audience base. A targeted and relevant subject line increases the likelihood that recipients will open your email. Unfortunately, there isn’t a foolproof equation to follow or any magical words to automatically improve your open rates. By analyzing your mailings and comparing subject lines with a high open rate to those with low rates, you can better understand the overall tone, phrases, and words that stand out to your audience.
Speak your customers’ language
Every audience is different, so there are no “silver bullet” words that equate to higher open rates. For example, customers might expect more formal language from an organization like a dentist or realtor, than they would an e-commerce store selling gag gifts.
Below, we showcase emails from “geeky” apparel and gadgets company ThinkGeek and the Reston Animal Hospital. Notice how their tones are different, yet appropriate for their customer base. (ThinkGeek extends their playful tone to their “from” name – the ThinkGeek Overlords).
Nutricia, who sells products for people requiring a specialized diet, leveraged the power of personalization with their new website and automated email campaigns. Both their website and emails dynamically change messaging + imagery based on age and health condition, so that customers with specific conditions see content + products relevant to their unique needs.
See the details of this case study and how creating a truly personalized customer experience creates impressive returns.