Email Marketing is one of the most effective way to do online marketing. With the common use of smart phones, more and more people are having access to their email immediately.
Email marketing campaigns are best designed when targeted to a specific demographic or client base – tailored to suit their interest.
Email Marketing is implemented in either one or two scenarios.
The first, is when a company purchases an email list or contracts an agency to target to specific clients that meet a certain criteria.
The second, is when a company builds a list of prospects and clients. These lists are put together either manually or by using automatic methods for generating new leads via online techniques.
Creating an effective EMAIL CAMPAIGN sounds simpler than it really is. There are tons of options and many variables to take into consideration in putting together the right angle.
At Top1Media, we are experts at knowing how to put these components together with the right formula, so that your campaign is effective. We are thorough in everything we do – and take a common sense approach to design your marketing campaigns that meet your objectives.
Below are a list of the many aspects of Email Marketing that must be taken into consideration to launch performing campaigns. Our experts are always available to help you through this process and answer any question you may have. Please read below and do not hesitate to give us a call when you are ready to take the next step.
Many factors need to be taken into consideration before determining the design of the campaign. Our experts at Top1Media are experienced in asking the right questions and helping you achieve your goals. Below are just some of the campaign aspects that we will be focusing on.
Whether the targets are (A) unknown persons from a purchased list (B) prospects generated from you online email (C) existing customer or known persons that know your brand
The level of preparation you are willing to take in designing the campaign
Depending on your industry, there are different types of promotions and announcements that have been tested and have generated proven results. At Top1Media, we utilize special tools and do the necessary research to implement these strategies.
We do not utilize generic templates for your campaigns. We understand the importance of having an email template that is consistent with your brand and matches your website’s look and feel. When a customer navigates from your email to your website, they can expect to see the same style that is used on your site. This simple yet frequently ignored technique often overlooked.
Selecting the correct type of email according to the purpose.
This practice is absolutely essential for many users who choose not to click on links to be able to view images on their web browsers (who are rightly concerned with taking preventing measures against being contaminated with virus attacks from malicious parties).
Emails that follow this safe practice include the following characteristics:
Good content that will induce the user to unblock the images and be able to view your email in ‘image format’ (HTML)
Creating and sending emails without first performing test runs, provides no level of assurity – that your campaigns will reach its intended destination. Below are common practices offered for ultimate campaign results:
Testing with the 7 most widely used mobile devices
Testing with the 17 major marketshare clients
Ensuring by-passing of Spam filters
Using Litmus* for testing
Setting up accounts with various clients and running a ‘test list’ of email addresses
There are many elements that some email delivery platforms offer, that are cool looking – but in turn hurt your campaign by causing your emails to go to Spam. If your emails are being directed to Spam, then there was generally no effect or benefit of the campaign to begin with. Each email client has their different rules according to their preset configurations. Generally speaking, the commonly used features that should be avoided are as follows:
Setting campaign goals is necessary in working towards your level of success. Measure the performance of your campaign with reports and understanding the impact on sales is the reason for the campaign in the first place. Below are characteristics that need to be measured and accounted for:
Opening Percentage Rate
Click Through Rate
Measuring Clicks on Call-to-Action Buttons
Counting Subscribes v. Unsubscribes
Keeping track of any negative reporting
Built in phone tracking for measuring direct contact results.
A/B Split Testing is a term used for the process of trying out various different messages, headlines, colors, and styles within the same campaign… and measure each one individually in order to determine which one generates the best results.
Our experts are very familiar with this type of testing and the various different styles that can be implemented to measure results. During the initial A/B Split Testing process, a test budget is allocated to each campaign. After the data is collected and compared, the best designs are incorporated together in order to formulate the best converting email.
Another aspect of A/B Split Testing, is also relative to the time in which the emails are sent out. Depending on who your target audience is, the time will have an effect on how they will connect with your offer.
Running drip campaigns to nurture leads until they become customers.
A “drip campaign” is an industry term for building a campaign strategy, where a series of different emails is sent to users at various times in order to build trust and familiarity in your products or service.
These emails can be used as an introductory method to your target customers, so that when phone calls are initiated to those prospects… they have already heard of your brand and are more likely to engage.
These campaigns can also be used in combination with SMS and MMS marketing campaigns to make impressions on your existing client base with various methods.
We recognize our clients as our partners and the core of our business. We design and implement creative marketing strategies for their success, focusing on best practices to improve all aspects of an online experience. We strive daily to outperform our clients' expectations.