Category : E-mail marketing

Segmenting Your Marketing E-mails

This is the final entry in our four part blog series about e-mail marketing. The other entries can be found here, here, and here.

40 percent of the time an e-mail is sent to a subscriber, it gets marked as spam is due to irrelevancy. Don’t let your e-mails meet this fate. Targeting your e-mails to segmented audiences can help you generate higher click-through rates and keep your messages relevant. Here are several ways that you can segment your target audience:

Geography

Many small businesses have a strong connection to a local area or region. When your company has geographic limitations, segment e-mails relevant to people within the area. For non-locals, e-mails regarding invitations to special events would be irrelevant and will most likely get sent to the spam box.

Recipient

When it comes to e-mails, it is as important “who it’s being sent to” as “what’s being sent.” For instance, you would speak differently to a seller than a buyer. For different roles come different interests and targets.

Social Media Marketing

Interest

Using analytics, check out content that your audience members have viewed on your page (i.e. items they have downloaded.) Then use this to create more targeted e-mail for each audience.

Behavior

A visitor who browses five or more of your pages has different needs than a first timer. Your targeted e-mail, set up by marketing analytics, should be reflective of that.

Brand advocacy

Create a “brand advocates” section for your e-mail list. This list should contain frequent purchasers, loyal social media followers, and customers who have recommended your company. Give back to your fan base by sending specialized e-mails, feedback requests, and rewards.

Branding

Through analytics and market research, you can segment e-mails that are consistent with your business strategy and your customers’ purchasing behavior while avoiding the dreaded spam box.

Sender Score: The Credit Score of E-Mail Marketing

This is the third of four entries in our e-mail marketing blog post series. The first two entries can be found here and here.

17% of all emails delivered never see the inside of a recipient’s inbox. When your company sends its email, its deliverability depends on your sender’s reputation a.k.a. The Sender Score.

Sender Score Report

The Sender Score is to your email deliverability what a person’s credit is to his car and housing finances. It measures the reputation of your outgoing mail server’s IP address on a scale of 0-100. Similar to credit scores, Sender Scores work like a percentile ranking, as an IP address against other IP addresses. Mail servers inspect your sender score before deciding what to do with emails. Thus, a low Sender Score will hurt the chances that your email reaches your audience’s inbox.

Don’t let your email become another statistic. You are more than welcome to ask your email service provider about their Sender Score. You can also facilitate a strong Sender Score with these helpful tips:

  • ONLY email people who have had a prior relationship with your business. Third-party lists will not fit this description.
  • Create an unsubscribe list if you haven’t done so already.
  • Get rid of contacts that you haven’t emailed in a blue moon. They won’t be expecting your email and will more than likely mark yours as spam.

Like your credit score, your Sender Score can make or break your reputability. Thus, creating deliverable e-mail content is imperative to executing a winning e-mail campaign and a reliable company reputation.

How to Analyze Your Facebook Insights

Got a Facebook page but are unfamiliar with how to interpret your Facebook Insights? Here is an easy way to navigate the intricate data on Facebook Insights.

Using the Post Level Data, focus on the following columns: Post ID, Message, Posted, and Lifetime Post Total Reach. You will also need to be able to remember this formula: (Lifetime Post Total Reach/Page Likes)=Reach Percent

With this formula, you will be able to determine a multitude of discoveries about your page including:

The Best Day to Post on Facebook

The Posted Column contains the date and time. Divide the list into days of the week. Using the formula, calculate the average reach percent for each day to determine the best/worst days to post.

The Best Time to Post on Facebook

Set a range of time slots that can create a large enough sample size (e.g. 6:00-8:00 AM). Divide The Posted Column into each respective time slot and calculate the average reach percentage for each time slot.

How Many Posts Each Day

Divvy Posted column into the respective day. Find the average reach percent for each day. Categorize this data into two segments: days when you post once or twice and days when you post more than 3 times. Find the average of the two segments to determine how often one should post on a daily basis.

How Many Posts Each Week

Divvy Posted Column into respective weeks. Find the average reach percent of each week. Categorize this data into two segments: weeks when you post 1-4 times per week and weeks when you post 5+ times each week. Find the average of the data for the two segments to determine how often one should post on a weekly basis.

Best Type of Post

Separate Posted into the following categories: links, photos, videos, polls, and status update only. Then find the average reach percentage in each category and compare.

Best Length of a Post

Using a character counter, determine your post lengths. Then, divide Posted into posts with 1-80 characters and posts with 81+ characters (you’re welcome to divide it even further if you like). Then, calculate the average and compare.

Best Post Structure

Categorize your posts with “Fill in the Blank” and non-“Fill in the blank” and then determine the average reach percentages of both.

While this may come across as tedious, learning to master analyzing your page’s Facebook Insights can help you post the status updates that will generate the strongest impressions and avoid posting the ones that garner tepid responses.

Consolidating Your Email with Inbound Marketing

This is the second of four entries in our e-mail marketing blog post series. The first entry can be found here.

A company e-mail works most effectively when it ties in with the rest of your inbound marketing. Here are some easy steps to accomplishing this feat.

Add Social Media Buttons to Your E-Mails

In this day and age, your company most likely has a social media site. The next time you send an e-mail, be sure to tie-in your social media sites by adding social media sharing and follow buttons to your e-mails. It’s a bulletproof way to promote your business across all channels.

Social Media E-mail

Create Targeted E-Mail Based on Social Media

Whenever someone mentions you on Twitter, don’t forget about them. Using integrated marketing analytics (i.e. Hubspot), search for e-mail subscribers that have mentioned your company on Twitter and respond to them through specialized e-mails with targeted information.

Keywords, Anchor Texts, and Alt Texts
These three are essential to your company’s SEO, so don’t forget to include them. Be sure to include relevant keywords at the end of every message. Add anchor texts, or clickable texts in a hyperlink, throughout your message. When posting images, you should add appropriate descriptive alternative text for images in case they don’t display. All of these will maximize your e-mails target audience.

Alternative Text

Create an HTML Version of Your Email
Too often does a person receives an email but is unable to view the content/images included in it. Fix this problem by using email tools such as Hubspot to create a HTML version of your email along with a plain text version. It will give your e-mails more functionality and aid your SEO.

E-mail with broken images

Test Your E-mail for Mobile Devices
A sizeable amount of e-mail is opened through mobile devices such as smartphones. The key to creating a quality email is creating buttons and links that are easy to click on any mobile device including those with touch screens.

Don’t regret sending another e-mail message again! Linking social media, adding hyperlinks and keywords, and adapting your email for any device will ensure that your emails make a lasting impression on your business.

Building A Quality E-mail List

This is the first of four entries in our e-mail marketing blog series.

Without a quality recipient list, an effective e-mail campaign is difficult, if not impossible, to execute. For every additional year, a company loses 25 percent of its e-mail subscribers. To avoid such unpleasant turnovers in your e-mail list, here are the dos and don’ts on building a reliable e-mail list.

Junk mail


DON’T…
Buy e-mail subscribers through third-party lists.

Unlike opt-in recipients, third-party lists did not voluntarily sign up to receive your e-mails. Thus, they are more likely to unsubscribe from your list, blacklist your company mails for spam, and avoid clicking your e-mail links.

DO…
Tailor your e-mail to specific audiences based on subscriber behavior and interests.

E-mails often get marked as spam because the user finds them irrelevant. Customized e-mail messages solve this problem by delivering messages that the recipient cares about.


DON’T…
Place your subscribe box in an elusive location.

Your blog and website are a great way to attract subscribers and you cannot afford to put off your clientele with a poorly designed website layout. Be sure they know where they can subscribe if they want to.

DO…
Survey your recipients regarding how often e-mails should be sent.

Sending too many e-mails is simply asking to be unsubscribed. Conducting surveys and testing the e-mail frequencies can greatly reduce your turnover rate.

E-mail campaigns can be a double edged sword. Sending subscription company e-mails the right way can result in a loyal fan base and a reputable brand image. On the flip side, an easily bought “quantity over quality” e-mail campaign can alienate and create a negative brand stigma amongst your target audience. When it comes to managing your company, it is imperative to think before pressing send.