how to maximize returns from your email campaigns
DESCRIPTION
Presentation from the Webinar on "How to Maximize Returns from Your Email Campaigns " By Naresh Bhagtani, Managing Director, Niche Software Solutions Pvt Ltd.TRANSCRIPT
How to Maximize Returns from your Email Campaigns
Talk about this webinar #juvlon
Presenter
Naresh BhagtaniManaging DirectorNiche Software
Chief product architect of Juvlon email marketing
Clients across the world
Consulting since 8 years on email marketing
Coming Up
Return of Investment (RoI) from your Email Campaigns
Adding interactivity to your campaigns Integrating mobile within email campaigns Brick-mortar and Online Cases of RoI focussed campaigns Examples of strategy and numbers
What does return mean?
Money Not necessarily, not all the time Objective of the marketing campaign matters Opens and Clicks are a means to an end Ends need to be defined for Campaigns
What does return mean?
Depending on your campaign Footfalls Enquiries Sales generated, ie, money Downloads Registrations Data Updates Social media sign-ups Traffic generated on landing/web pages
Case 1: Retail Store email
Case 1: Retail Store landing page
Case 1: Retail Store SMS
Case 2: Event Reminder email
Case 2: Event Reminder landing
Case 2: Event Reminder SMS
Case 3: Services email
Case 3: Services landing page
Set the customer's expecations right here
Case 3: Services SMSThis message goes to a designated mobile number or to a call center
Same message can be sent as an email too
Case 3: Services SMSThis message goes to a designated mobile number or to a call center
Same message can be sent as an email too
Content is still king
Sometimes its better to dumb things down Don't lose focus, keep it simple Next 2 examples are from Marketing
Experiments Research Directory
http://www.marketingexperiments.com/research-topics/research_archive.html
Content Case 1
Control Competing navbar Bottom banner takes
attention Banner confusing –
link or not?
Example1: Control vs. Treatment
Case 1: Control vs. Treatment
Content Case 2: Control
Content Case 2: Treatment
Content Case 2: Improvement
Ways to improve campaign RoI
Pre-test Campaigns (before sending) Resend to non-opens (after sending) Must have campaigns (high response rates)
Welcome campaigns Triggered campaigns
A/B Split Test, Beat your RoI
Compare Campaigns before sending Focus Group: Take 10-20% of your list Send Version A to 1st half of Focus Group Send Version B to 2nd half of Focus Group Send better performing version to rest of List Lets go interactive Thanks to Marketing Experiments again
http://www.marketingexperiments.com/email-marketing-strategy/crafting-email-messages.html
Version A
Version B
A/B Split Test Result
Version B takes the cake Almost 29% more click-
throughs Content tweaking A/B split testing works!
Re-send to Non-opens
After you send Cannot influence your customer's time to read Same mail to non-opens Gap of 2-3 days Can improve metrics by 30% Keep an eye on unsubscribes and spam
complaints
Post Sending
Follow-up campaigns to Opens but not clicked Clicked but not converted
Conversions on Landing Page Analytics for emails and landing pages According to Hubspot, the average landing
page conversion is between 5 and 15%
What have we learnt
Define your campaign objectives Add simple interactivity to your campaigns Integrate with SMS and get results Introspect your content, tweak it! A/B Split test before sending Re-sending can improve metrics Landing page conversions
Its Q&A time
Thank you for attending
Naresh BhagtaniManaging DirectorNiche Software
See you at our next event
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