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An Email Marketer's Guide To The Galaxy

VIEWS: 9 PAGES: 23

Learn everything you need to know about email marketing in this easy-to-read online guide. Learn best practices, how to create lists, design tips and what metrics you should be looking at. Free to download and use over and over again.

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									AN EMAIL MARKETER’S GUIDE TO THE GALAXY                    share




     AN EMAIL
     MARKETER’S
     GUIDE
     TO THE
     GALAXY




                               Copyright SimplyCast 2013
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                           share




                               AN EMAIL MARKETER’S
                               GUIDE TO THE GALAXY
                              BY MICHAEL CUSDEN

                               Michael Cusden, Inbound Marketing Manager at
                               SimplyCast, is responsible for creating ebooks,
                               whitepapers and online marketing guides. Michael is a
                               prolific blogger who also manages content for SimplyCast’s
                               website and user application. He is an expert in content
                               marketing, social media marketing and occasionally has
                               time to Tweet about it.
                              FOLLOW @MICHAELCUSDEN



                               EMAIL MARKETING
                               WORKS BECAUSE IT:
                               •	   Has a broad reach
                               •	   Creates engagement
                               •	   Is proactive
                               •	   Is targeted
                               •	   Is Cost-effective
                               •	   Provides valuable data

                              READY, SET, BLASTOFF!




                               Copyright SimplyCast 2013                                2
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                    share




       TABLE OF CONTENTS
       6 OPT-IN LISTS ARE LIKE ROCKET FUEL

       10 BEST PRACTICES FOR SUCCESS

       15 BUILDING YOUR FIRST NEWSLETTER

       19 POST MISSION - TRACKING RESULTS

       22 READY FOR LAUNCH




                               Copyright SimplyCast 2013           3
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                             share




  TRAVEL THE EMAIL MARKETING
  UNIVERSE FROM START TO FINISH

  INTRODUCTION TO EMAIL MARKETING
  If you are new to email marketing, it can be an intimidating venture to take on. Especially if you are a
  small business with little resources and little money.


  But that is why email marketing is so powerful. It levels the playing field between the small corner
  store and the giant corporation with thousands of employees.


  A comprehensive email marketing plan combined with a loyal list of readers and well written content
  can explode business in no time.


  Before you blast off into the marketing galaxy, learn the entire process of email marketing from start
  to finish. The galaxy is full of consumers looking for products and services. It is just a matter of what
  company finds them first and converts them into customers.


  Email marketing is still one of the most cost-effective and easy to implement solutions for any busi-
  ness looking to grow quickly and engage with users.


  This guide will delve into the world of email marketing and give you the basics you need to know
  when it comes to:
      •	 Best Practices
      •	 List Creation
      •	 Campaign Creation
      •	 Tracking & Reporting



  WHAT IS EMAIL MARKETING?
  Email marketing is, as the name suggests, the use of email in marketing communications.




                                              Copyright SimplyCast 2013                                       4
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                           share




  Sening targeted email marketing messages to patrons who have opted in to receive promotional in-
  formation has been proven to increase consumer loyalty and improve brand perception. Email mar-
  keting gives any business an instant online presence and allows for targeted advertising specifically to
  those interested in what they have to offer.


  WHY USE EMAIL MARKETING?
  •	 Sending email is much cheaper than most other forms of communication which makes it very
     popular for businesses of any size.
  •	 According to research conducted by the Direct Marketing Association, email marketing brought in
     $40.56 for every dollar spent on it in 2011. This compared to catalogs’ ROI of $7.30, search return
     of $22.24, Internet display advertising’s returns of $19.72 and mobile’s return of $10.51.
  •	 According to research done by Econsultancy in 2011, the vast majority of responding companies
     (72%) rated email as “excellent” or “good” for return on investment.




 ACCORDING TO RESEARCH CONDUCTED BY THE DIRECT MARKETING
 ASSOCIATION, EMAIL MARKETING BROUGHT IN $40.56 FOR EVERY
 DOLLAR SPENT ON IT IN 2011


  •	 Modern email marketing services and solutions support database integration, segmentation and
     various other tricks and techniques for improving the targeting of outgoing messages.
  •	 Every email campaign you send out generates large amounts of actionable data you can use to
     refine your approach and messages.
  •	 Email marketing can easily be integrated with other forms of marketing to touch new leads and
     potential clients on their preferred mode of communication.


  BUT THAT IS ONLY THE BEGINNING
  Before we continue, it is important to stress that anyone considering email marketing for their
  business or even personal use, must read up on the subject of permission and spam. If you don’t
  understand the importance of permission and the risks of ignoring it, then you could be heading for
  commercial disaster. But not to worry, we cover that subject in full detail.




                                             Copyright SimplyCast 2013                                   5
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                           share




  OPT-IN LISTS ARE LIKE
  ROCKET FUEL
  HAVING AN ENGAGED LIST OF OPT-IN SUBSCRIBERS IS KEY TO
  A SAFE jOURNEY THROUGH SPACE

  In this section you will learn about:
  •	 Creating contact lists.
  •	 What is an opt-in subscriber.
  •	 Importance of a signup form.
  •	 Keeping client data as up to date as possible.
  •	 Offline methods for collecting user data.
  •	 Why organic list building is your goal.


  There are numerous ways to create a contact list for your email marketing campaigns.


  These include creating a signup form for your website, adding contacts one-by-one, mass uploading
  already gathered lists from your CRM and of course the old school offline strategies that many forget
  about.


  The most important thing to remember is your email marketing success will only go as far as the
  health and quality of your lists. So treat them right, nurture them from scratch and they will continue
  to generate leads and new sales for years to come.


 THE MOST IMPORTANT THING TO REMEMBER IS YOUR EMAIL
 MARKETING SUCCESS WILL ONLY GO AS FAR AS THE HEALTH AND
 qUALITY OF YOUR LISTS.



  ADDING CONTACTS
  Adding your contact’s email addresses and building your mailing lists are a cornerstone for your
  entire email marketing operation. No list to send to – no email marketing space travel for you, pretty
  simple.




                                               Copyright SimplyCast 2013                                    6
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                            share




  If you have an existing mailing list of opt-in addresses, you can easily add those contacts by either
  copying and pasting each address into a list manager or uploading a file. An advanced option is
  syncing your current CRM solution to the list manager and importing contacts.


  When adding a new contact, take the time to enter all the information you have. It could become
  valuable later on when we get to split testing or more targeted email marketing.


  UPLOADING LISTS
  If you already have an opt-in list that you need to upload, any Email Service Provider will make the
  task simple. Before moving on, an Email Service Provider is defined as an organization which
  provides email servers to send, receive, and store email for other organizations and/or end users.


  As long as the document is a type of spreadsheet, the information can be uploaded for use and will
  be accessible in no time. This is a good spot to mention that is it highly recommended that you don’t
  buy or rent a list that contains information that you don’t know where it came from. This will end up
  causing more harm than good and keep ESP’s suspicious of you being a client going forward (not a
  spammer).


  Common formats for uploading include CSV, EXCEL and plain text. Managing large lists of data can be
  time consuming and difficult for email marketers with limited resources, so that is why it is important
  to find a list management service that earns its weight in gold.


  SIGNUP FORMS
  By adding a signup form to your website, blog
  or newsletters, you can begin the process of
  gathering opt-in readers who are excited to
  receive communications from your company.


  With just a little copying and pasting, you can
  add an email signup form in minutes.


  Numerous services will allow you to
  customize your form and then generate HTML
  code that you can add to your website or
  landing page.

                                             Copyright SimplyCast 2013                                    7
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                            share



  It is a good idea to keep the sign up process as brief as possible. Long forms can scare away
  interested leads. Ask for the basic information right away such as email address, name and phone
  number and give the user the option to fill in more details later on.


  If your company sells multiple products or services, we recommend you create a signup form with a
  product drop down menu to help you identify what product the user is interested in signing up for.
  When a user signs up using your form, you should contact the client to thank them for their interest in
  your product. Also, over a regular time period you should provide your users with relevant
  information to keep them aware of your services.


  A note of caution. If you are not planning on sending an email to your clients at the time of sign up, it
  is recommend that you send a welcome email at the time of mailing before sending any promotions.
  It cannot be emphasized enough just how important a signup form is to your overall list building
  strategy. It is the only way to build an engaged and opt-in list from scratch and even though it takes
  time, you will reap the rewards later on.

  SIGNUP FORMS
  Email space travelers want to use all the newest gadgets to reach the furthest parts of the galaxy but
  don’t forget the tried and true methods.


  Just because email marketing happens online, it doesn’t mean it has to stop there. In fact, many
  businesses grow their email lists by collecting email addresses offline. Think about it, have you ever
  been in a store where the cashier asks for your phone number, mailing address, email address or even
  your Twitter name for their records?


  jUST BECAUSE EMAIL MARKETING HAPPENS ONLINE, IT DOESN’T
  MEAN IT HAS TO STOP THERE.


  Well these businesses are collecting that information to send out promotions and other information
  through email, direct mail or other avenues after you make a purchase. This helps create a connection
  with the consumer and will ideally keep them shopping with you for the foreseeable future.


  It can be as simple as keeping a notebook by your cash register or point-of-sale. The next time you
  interact with your customers, ask for their email address. It is also important to let them know you’ll
  be sending out exclusive offers, like discount coupons or information on special sales.



                                              Copyright SimplyCast 2013                                     8
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                              share




  GROW ORGANICALLY
  So now you know the basics of how to create a list of subscribers, you are ready to start gathering
  client info and growing your contact lists. Building up a strong client list from the ground up does
  not happen over night but once you have it, it is worth every hour, day and week spent building it.
  Let the ESP you choose do the hard work. Let their online software manage the lists for unsubscribes,
  bounced email addresses and duplicate data. This gives you more time to focus on the bigger picture
  which is your business.


  Always remember, permission based lists get the best results, so make sure anyone who joins your list
  (regardless of how) knows what they are signing up for.


  EMAIL GALAXY qUICK TIPS
  1. Add a signup form to your website.
  2. Only use opt-in subscriber lists that you build yourself.
  3. Keep client information as up to date as possible.
  4. Don’t forget to gather information offline as well.
  5. Be patient and let your list grow organically. Slow and steady wins the race.




                        Mortimer Says...
                        Always try to include a company logo at the
                        top of your email. This will reinforce your
                        brand and engage the reader quicker.




                                              Copyright SimplyCast 2013                               9
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                          share




  BEST PRACTICES FOR SUCCESS
  BEFORE YOU BLAST OFF, CHECK THAT EVERYTHING IS ON
  THE UP AND UP
  In this section you will learn about:
  •	 The importance of a From Name.
  •	 How to write compelling subject lines.
  •	 What to include to remain compliant when sending (the legal stuff).
  •	 The two types of email lists and which you should use.
  •	 Terms you should avoid using in emails.


  Email marketing can be an extremely powerful and effective marketing technique – that is, if you fol-
  low the rules of email space. It’s a medium that allows a buyer and seller to freely communicate with
  one another and build a relationship based on value and trust.


  However, if you go rogue and don’t follow the rules, email marketing can be destructive, erode brand
  equity, and turn your happy clients into an angry mob.


  Take a guess which path we want you to take? Yep, following the rules.


  Following best practices can make the difference between growing your subscriber list through word
  of mouth, increasing your sales and building strong relationships and losing subscribers to list at-
  trition, aggravating your customers and getting your messages blocked before they even reach the
  inbox.

  FROM OR SENDER ADDRESS
  When you get an email, you look at who is it from and what the subject line is. These two pieces of
  information will help you decide if the message will be an open, a delete or just left alone. Thanks to
  the influx of junk mail, studies have shown that recipients are looking more and more at the “From” or
  Sender address field to see if they recognize the sender’s name or email address.




                                              Copyright SimplyCast 2013                                   10
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                                     share




  Then, only if they recognize the From Name do they look at the “Subject” field to see if it’s of interest
  to them. This is why it is recommended that you use a From Name that is either your organization’s
  name or a well-known person within your organization.


THINK OF IT LIKE YOUR CALL DISPLAY FEATURE ON YOUR PHONE.



  Think of it like your call display feature on your phone. How often do you answer, when you don’t
  know who it is from.


  SUBjECT LINE
  This is your introduction, your first impression, the make or break moment for your email getting
  read. A poorly written subject line can destroy hours of work and dramatically hurt your whole email
  marketing attack.


  A good strategy for optimal email space travel is to have one part of the subject line be consistent,
  and the other be variable. This way recipients can recognize your newsletter when it comes in as well
  as get a small taste as to what type of information might be featured if they open the message.


  EXAMPLES OF BAD SUBjECT LINES ARE:

  The Online Marketing Newsletter for Medical Professionals For the Month of March 2012 From Company

  This subject line is far too long. It is recommended you stick to no more than seven words or 45-50 characters.
  Anything greater is risking getting cut off in most email clients and being blocked by content-based spam
  filters.


  THE ONLINE MARKETING NEWSLETTER FOR MEDICAL PROFESSIONALS FOR THE MONTH OF MARCH 2012
  FROM COMPANY

  This one should be obvious. The all caps is a definite no-no for subject lines. All caps will also increase the
  chances of the message getting blocked by content-based spam filters.


  Online Marketing News

  Too vague and does not tell a reader what it is about other than online marketing. Even adding a time period
  or anything will increase the chances of someone opening it.


                                                  Copyright SimplyCast 2013                                         11
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                                     share




  Save Big $$$ On Email Marketing – Buy Today!!

  This one is short and to the point and even tells the reader what it is for. But it also adds a few dollar signs and
  exclamation points. Both of these would flag most content-based spam filters.

  Open This Email and Learn How to Make Money at Home (and it goes to an email about another topic)

  This subject line would in fact be misleading and therefore would be breaking CAN-SPAM laws. You cannot
  mislead a reader or risk being flagged as SPAM.

  Now for the revised versions that are okay to use as subject lines:
  •	 March’s Online Marketing Newsletter For Medical Professionals
  •	 Online Marketing News For Medical Professionals
  •	 Email Marketing Special – 50% Off


  Read your subject line as if you were receiving the email yourself and what your reaction would be.
  This will increase the chances of your message being opened.


  EMAIL FOOTER
  Readers are becoming more savvy with how the email world works and they expect footers to dis-
  play relevant information about your business and your brand. This can include social media links and
  more information about the company.


  At the very least, you need to display your company’s physical address and have a clear unsubscribe
  link that allows the reader to opt-out. These two footer features are a must to remain CAN-SPAM
  compliant. If you use a reputable Email Service Provider (ESP), these two features are included in every
  email that is sent through their service.


  SPAM
  Oh spam, there is certainly a lot of that floating around the email marketing galaxy.


  Before we proceed any further, let’s define exactly what permission-based email marketing is.


  It is important to note that there are two types of email marketing. One can either send unsolicited
  email promotions or send out emails only to persons who have requested to receive them.




                                                  Copyright SimplyCast 2013                                          12
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                           share




  You can probably guess which is good and which is bad right?


  Unsolicited email is, of course, called spam. Sending spam will ruin any legitimate organization’s
  reputation and brand value faster than you can say opt-in email marketing.


  The number one rule of becoming an intelligent email marketer is to not send unsolicited email. There
  is no getting around this one, so don’t even try.

   THE NUMBER ONE RULE OF BECOMING AN INTELLIGENT EMAIL
   MARKETER IS TO NOT SEND UNSOLICITED EMAIL.


  Every email marketing service provider will shut down your rocket launch before you even reach the
  clouds.


  Permission-based email marketing, on the other hand, is used effectively everyday by hundreds of
  thousands of organizations to build the value of their brands, increase sales and strengthen the
  relationships they have with their clients and subscribers.


  WORDS TO AVOID
  Want to truly give your email newsletter the best chance for delivery? Then avoid or limit the use of
  these words that cause millions of messages getting blocked every day.


  Content-based spam filters monitor subject lines and message bodies very closely for these words:


     EARN MONEY                                    DISCOUNT WHILE SUPPLIES LAST NO FEES
                                                   COMPARE DOUBLE YOUR INCOME NO COST

  jOIN MILLIONS              SATISFACTION GUARANTEED
  SERIOUS CASH                DON’T DELETE
                                      FREE
                     GET PAID
                     ACT NOW
  ALL NATURAL        CALL NOW WHY PAY MORE

  SUBSCRIBE NOW YOU’VE BEEN SELECTED
  TIME LIMITED SPECIAL PROMOTION
  PLEASE READ PROMISE YOU CREDIT
                                             MILLION DOLLARS OPPORTUNITY
  AMAZING    BUY DIRECT YOU’RE                                           A WINNER!
  REMOVES SEARCH ENGINE LISTINGS

   ALL NEW           SAVE UP TO COLLECT EXCESSIVE $ OR !
                     AS SEEN ON LOANS   STOP                                   50% OFF
                                             Copyright SimplyCast 2013                                    13
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                            share




  EMAIL GALAXY qUICK TIPS
  1. Use a From Name that is either your organization’s name or
     a well-known person within your organization.
  2. Make your subject line count. Don’t use sales type words, all
     caps and keep the length to roughly seven words.
  3. You need to display your company’s physical address and have a clear
     unsubscribe link that allows the reader to opt-out. This is included in the
     footer of the email.
  4. The number one rule of becoming an intelligent email marketer is to not
     send unsolicited email.
  5. Use common sense. Look at your email as if you were a customer receiving
     it. Would you open it? And if not, why?




                       Mortimer Says...
                        If you are not planning on sending an email
                       to your clients at the time of sign up, it is
                       recommend that you send a welcome email
                       at the time of mailing before sending any
                       promotions.




                                             Copyright SimplyCast 2013                     14
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                           share




  BUILDING YOUR FIRST NEWSLETTER
  A PROPERLY CONSTRUCTED CAMPAIGN CAN SHOOT SALES
  TO THE MOON
  In this section you will learn about:
  •	 Must-haves for a successful email newsletter.
  •	 Why you should keep it simple when it comes to design elements.
  •	 Writing content that matches the style of the email.
  •	 What and how to test your message before launch.
  •	 Remembering to look at your email as a reader and not the creator.
  Putting together your first HTML email message is more than just adding text, adding images and
  hitting the send button. Well-built and well-crafted emails share common elements that build trust
  with readers. There are a million ways to make your newsletter look sharp and effective with images,
  fonts, layouts and color schemes but the overall makeup needs to have the following:


      WELL-BUILT AND WELL-CRAFTED EMAILS SHARE COMMON
      ELEMENTS THAT BUILD TRUST WITH READERS.




  1. “From” Address: As mentioned already, put your company name in the “from” field so recipients
  instantly know who has sent them the email. Avoid using “no reply@company.com” or an individual’s
  name unless that person would be well known to the recipient.


  2. Subject Line: The subject line should be clear and prompt readers to open the email. The subject
  should be no more than seven words and encourage readers to open the email. Don’t make the
  subject line about something that is not included in the email.


  3. Include Web Version: Due to images and certain words not showing up in certain email clients, it
  is best to include a web link where the entire email or newsletter can be viewed online. This is to en-
  sure the recipient can view your email as intended.


  4. Header: Always try to include a company logo at the top of your email and any helpful navigation.
  This will reinforce your brand and engage the reader quicker.




                                             Copyright SimplyCast 2013                                      15
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                             share




  5. Call to Action: Every good email has a strong call to action in which you clearly state what it is you
  want the reader to do. The call to action depends on the type of email you are sending. If it’s a
  newsletter, “Learn more” may be the smart choice. But if you’re promoting a conference, “Register
  today” would be the logical choice. If you’re selling bikes, “Buy now” would make sense.


  This is just the beginning of what makes up an effective email newsletter. There is still design
  elements to focus on, how to best use images, how to write your copy and of course testing to see
  how your final product renders on all email clients, web browsers and operating systems.
  There is a lot of work that goes into the ideal newsletter but once you learn the ways the first time, it
  will seem like a walk in the park.


  DESIGN
  The design of your email sets the tone for your entire project. It is the heart of the newsletter. It is
  what will grab people’s attention before they even read a word. Simply put it can make or break the
  overall message you are trying to get across.


  Before you even write one word of copy, you have to decide on the design of your email. Most Email
  Service Providers are very easy-to-use and non-technical these days and that is great for the person
  who does not have a full design team standing by. It means a ready selection of pre-made HTML
  templates to choose from that have already been optimized for email marketing purposes.


  If you do not want to use the available templates, you can create your own in an editor from scratch
  or import your own HTML into whatever service you use. Please keep in mind that outside code can
  sometimes appear different than the original when you view your newsletter. That is why you always
  need to test before sending your final project.


  Your words are what will bring your newsletter home but you need more than great content to
  interest and engage savvy readers. You need media-rich content. This can include links, pictures,
  video, online surveys and merging in content details to give each email that personal touch.


  For the non-technical folk, don’t panic. Pretty much every ESP out there offers a drag-and-drop editor
  that makes the whole process easy and to be honest, a lot of fun.


  Links: It is best practice to add a handful of links to your content (no more than 10 is a good guide). If
  you are creating a classic newsletter, you can also include anchor tags or a menu that will move your


                                              Copyright SimplyCast 2013                                       16
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                              share



  reader directly to that part of the newsletter when they click on it. This is also great for quick
  navigation. The goal of the newsletter should be to prime readers with a topic and then direct them
  elsewhere for more information (or better yet, to buy).


  Pictures: Reading plain text with no images is just boring. The days of heavy text messages is coming
  to an end which means you need to make your newsletter visually appealing. Being able to embed
  images into email messages is the top reason that people want to send HTML email in the first place.
  Always have your emails hosted on a server (most likely your ESP). You host the graphics on a web
  server, and then the email client downloads the code in into your email
  whenever the message is opened.


  By the way, that is how open tracking works. A tiny, invisible graphic is put into the email, and then
  tracked when it’s downloaded. This is why open tracking only works in HTML email and why the new
  email applications that block images by default (to protect your privacy) can distort your open-rate
  stats.


  Never attach an image to an email for mass sending as it will slow down the entire sending process
  and help flag it as spam.


  COMPOSING
  You have probably heard the saying “content is king” over the years right? Here is where you find out
  that it is 100% true.


  Your newsletter can have the best design, snazzy images, and killer navigation but if your copy is less
  than exciting, it won’t matter.

        WITH EVERY MESSAGE YOU SEND, THE GOAL SHOULD BE TO
        ENTICE, ENGAGE AND INFLUENCE YOUR READERS.




  With every message you send, the goal should be to entice, engage and influence your readers. The
  email newsletter is just a vehicle to get the reader to the next stage of the cycle whether it is web
  traffic, user feedback or new purchases. The ideal length can vary. The desired length is how ever long
  it takes you to get your message across with all the necessary details. This depends on the type of
  email you are sending of course. A newsletter will be much longer and in depth than say a retail type
  message announcing a sale or promotion.



                                               Copyright SimplyCast 2013                                   17
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                             share


  A few good tips to live by; however, are to keep paragraphs short, use bullet points and include links
  to what you are writing about.

  TESTING BEFORE LAUNCH COUNTDOWN
  After learning how to design and code your first HTML email template, don’t just drop in your content
  and start sending campaigns all over the world.


  Test your template first to make sure it will render in all the different email applications out there
  Once you’ve found all the little bugs and your template is fully optimized, then you can start sending.
  If your Email Service Provider does not help with the rendering process (you need to find one that
  does) then there are simple ways to test for yourself.


  You need to create an email account with all the major ISPs, have multiple computers with different
  operating systems and email clients and send test campaigns to each.


  Another quicker way to do this is to make up a test list of friends and coworkers who use a wide
  range of email clients and browsers. Send your campaign and ask for feedback on anything that looks
  wrong or broken.


  EMAIL GALAXY qUICK TIPS
  1. You can be as creative as you want with your email newsletter but it
     must have a legit “from” or sender address, an engaging subject line, a
     web.
  2. version, a header within the content and of course, a call to action.
  3. When designing your newsletter, it is important to keep it simple so it does
     not distract the reader from your message. It is the words they care about,
     not how flashy the template is.
  4. When writing the copy for your email, keep the paragraphs short, use bullets
     and keep the most important aspects of your message high on the page.
  5. Test every part of your email marketing campaign design. Send to different
     email providers and look at it in different web browsers.
  6. Think as a reader when coming up with the design of your newsletter.
     Would you want to read it?




                                             Copyright SimplyCast 2013                                     18
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                           share




  POST MISSION - TRACKING RESULTS
  BACK TO EARTH, TIME TO GO OVER THE RESULTS

  In this section you will learn about:
  •	 Why tracking your results is vital to successful email marketing.
  •	 Different variables or small tweaks can lead to greater results.
  •	 What open rates and unsubscribes can tell you about your message.
  •	 Website traffic and what you should be looking for.
  •	 The two types of bounce rates and what you need to do with them.

  With the speed at which email marketing moves, it is important to have real-time results. An Email
  Service Provider will offer a wide range of reporting tools and there are many other services such as
  Google Analytics that you can use to dig even deeper.


  But before you get flooded with numbers, here are the metrics you should be paying attention to.


  OPEN RATES
  Open rates tell you how many people opened your email. Pretty straightforward.


  There are two types, open and unique open. A typical open rate is the number of times your email
  campaign has been recorded open, which can include multiple instances. A unique open is recorded
  only once for each email.


  Now, don’t expect to have an open rate of 80% or even close to that. That is near impossible, so don’t
  get discouraged when you check your reports after sending. Anything over 10% is a win.


  However, if your open rate is really low, you need to figure out why, and how to raise it. Many factors
  come into play when it comes to open rates. This includes your actual list, your subject lines, when
  you send your message, any segmentation and finally your content. These are the main areas to focus
  on, tweak and test for every campaign going forward.


  You can segment your list to make it more targeted, lengthen or shorten your subject line, send on a
  different day of the week or try out other personalization features like adding merge tags. In the email
  marketing galaxy, there is always room to improve and try new things.



                                             Copyright SimplyCast 2013                                    19
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                            share




  CLICK RATES
  This piece of data indicates how many people are clicking on the links you add to your email. Again,
  there are several factors that affect this metric.


  Do you have one link or multiple links? How is the link worded? Is there an image linked like an action
  button? Where are the links located in the message?


  The end goal is to get more people clicking through to your site or landing page and grow your
  business. Don’t ever mislead or trick someone into clicking on a link only to find what they think they
  will find is not there. This will only annoy and most likely turn away your reader.


  UNSUBSCRIBE RATE
  When it comes to the unsubscribe rate, don’t take it personally. It is the nature of the industry. Your
  goal is to keep subscribers engaged and if they choose to leave you, so be it.


  So what should your unsubscribe rate look like? Less than one percent is average for email lists that
  are contacted regularly and well maintained. This means keeping contact info updated as well.


  If you send very infrequently or if it’s your very first send, your unsubscribe rate may be much higher.
  Be sure to check your rate after each campaign and compare. If you see it spike after a particular
  campaign, see if it had anything to do with your content. Maybe you’re sending too frequently.


  Maybe not frequently enough. Keeping a good, quality list will result in a very low unsubscribe rate.


  BOUNCE RATE
  There are two types of bounces when it comes to your email marketing campaigns. They are soft and
  hard bounces.


  Soft bounces are email addresses that are temporarily unavailable for a variety of reasons that include
  reasons like quota exceeded, too many sessions in a connection, temporary local problem and
  everyone’s favorite – the out of office auto-reply. Since your message is temporarily undeliverable to
  these subscribers, you’ll want to flag these people for a second chance at your campaign so that they
  don’t miss out.




                                              Copyright SimplyCast 2013                                      20
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                           share




  Hard bounces are undeliverable altogether. Reasons include the email account doesn’t exist anymore,
  or there was a typo in the address. Hard bounces should be removed immediately because they
  directly influence your reputation with Internet Service Providersr (ISPs). You should be able to scan
  your list for simple typos like “hotmial.com” or “gmeil.com” to help avoid any extra hard bounces.


  WEBSITE TRAFFIC
  Everyone wants more traffic to their website. More traffic means more leads and more potential sales.
  Make sure to check your website traffic reports after each email campaign. Does traffic pick up? Do
  orders increase? Check and see if you get a spike in traffic immediately, or if it’s more like a gradual
  wave. How long does the new traffic last (and how long should you keep the graphics and pages that
  your email points to live)?



  EMAIL GALAXY qUICK TIPS
  1. The only way you will ever truly know how your email marketing
  2. campaigns are doing is by tracking results, analyzing statistics and
     comparing the numbers after each sent campaign.
  3. There are several areas of your email message that you can adjust to help
     improve open rates. Try different approaches over a period of time and
     choose the one that yields the best results.
  4. Don’t let the negativity of the unsubscribe keep you from monitoring that
     metric. It is not always a bad thing and once again there are simple
     adjustments to make to keep the number in check.
  5. Monitor overall website traffic so you can determine what percentage is
     coming from your email marketing efforts.
  6. There are two kinds of bounce rates, soft and hard. You want to avoid as
     many hard bounces as possible as it hurts overall deliverability rates and
     brings you unwanted attention from ISPs.




                                             Copyright SimplyCast 2013                                   21
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                          share




  READY FOR LAUNCH
  CONGRATULATIONS, YOU ARE READY TO GROW YOUR
  BUSINESS WITH EMAIL MARKETING
  By reading this guide, you have acquired a great foundation for your email marketing strategy. Now
  that you better understand the basics, you are ready to engage subscribers and convert more sales
  for your business.


  At the end of the day, that is what email marketing is about, and we want to make sure you are as
  informed as you can be before exploring the vast galaxy that awaits you.



  ABOUT SIMPLYCAST
  SimplyCast.com is a leading provider of interactive marketing software and services for
  organizations worldwide. The company’s multi-channel marketing platform is a feature-rich solution
  used by thousands of customers in over 175 countries, including many of the most recognized brand
  names around the globe in retail, non-profit and hospitality industries. With thousands of
  organizations using SimplyCast solutions to automate email, survey, event, voice, SMS, Twitter, fax,
  Facebook, press release, landing pages and autoresponder marketing needs, they now have the
  power to effectively reach customers on their preferred mode of communication.


  GET IN TOUCH

  www.simplycast.com
  twitter.com/simplycast
  facebook.com/simplycast
  pinterest.com/simplycast
  1.877.312.4979




                                            Copyright SimplyCast 2013                                    22
AN EMAIL MARKETER’S GUIDE TO THE GALAXY                                        share




  CHECKLIST
  Now that you are ready to embark on an email marketing adventure, here is a handy checklist to print
  out and keep by your computer until you get the hang of it.

  BUILDING AN AUDIENCE
  Added signup form to website or blog
  Collect information offline

  BUILDING THE NEWSLETTER
  Recognizable from address
  Compliant subject line that explains what the email offers
  Easy unsubscribe process located in footer
  No “bad” words or terms that will get email flagged
  Included web version
  Company logo in header
  A strong call to action
  Design has mixture of images and text
  Links added and go to correct place
  Read over content for spelling
  Sent a test to view rendering in different email clients

  POST SEND
  Check open rate
  Check click rate
  Check unsubscribe rate
  Check bounce rate
  Check website traffic related to newsletter




                      Mortimer Says...
                      Email marketing can easily be integrated with
                      other forms of marketing to touch new leads and
                      potential clients on their preferred mode of
                      communication.




                                                Copyright SimplyCast 2013                            23

								
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