Now that you have decided what you want your campaign to do, who you are sending it to and what it is going to look like, you need to make sure the campaign is delivered and watched carefully. Campaign management takes many factors into account such as, the Testing your email with a select number of actual customers is one of day you to send out your message, the time that email will go out, how the best ways to find out how good your email will perform. For the to test multiple messages and designs, and the platform you are going most unbiased result, send the email out to random sampling of your to use to send out your emails. In the world of email, you only have list(s), or A/B split testing two different offers, creatives, subject lines moments to react and when you send out a campaign erroneously, you or calls to action, but limit it to one variance per test. By splitting your can rarely stop it. If you are sure everything is in the right place and all mailing list in equal parts in this case, you can test on randomized the pieces fit, send out a test first. groups in your mailing list to get a more accurate response. These random groups allow you to rule out demographic similarities as the This test will allow you to check to make sure all the links work and driver behind results. With these results, you can fine tune the offer, point to the appropriate landing page. If you are using the same link subject line, creative elements, and offers to the list as a whole. multiple times in the email, it is important to use trackable links to measure which link was used. You can use “source tracking” links at The common mantra in email has been “send email Tuesday, Wednes- the end of each repeated link. A “source tracking” link is simply adding day or Thursday.” In July 2004, eROI released research results of more the following bit of code to each link. And example of this would be a than 30 million emails over a 60-day period to focus on this “industry URL such as www.mywebsite.com/offer would appear with a different punch,” and found that because of this, email recipients were getting source variable at the end of each link. So you would structure the bogged down by email on those days. After careful analysis of the data, above link like this: www.mywebsite.com/offer?source=email eROI found that email sent on Monday have a higher read and click rate campaign_June2004_topNav. This source tracking link not only tells than any of the other days of the week. you what link was used, but will also stand out in a website metrics The main finding of this research is that you should not always listen to report if you are using Webtrends, Websidetory, Hitbox, Urchin or the industry ”standard,” but rather do some testing and find out what others. The reason you want to track where the click originated is to works best for your customers and/or audience. Send a portion of your test effectiveness of various link locations. This will help you determine emails every day of the week at different times of day and measure future placement of links in your emails. your results to other days and times. Do this on a regular basis, but not Testing can also tell you if your email has the potential of being trapped to the point where you confuse customers. by spam checkers or virus protection programs. Do you have test accounts or an internal test list to send test emails to prior to sending ASP or in-house email marketing platform? out your campaign? A good idea is to set up some webmail testing The ultimate success of an email newsletter or direct response accounts to use as well as to keep a small test list of internal campaign resides in the technology. You have a limited set of options employees that can give you feedback and more sets of eyes to look for issues or mistakes you might have overlooked. These are the when it comes to managing large volumes of emails on a regular basis. consequential “intangibles”—the little things that may overlook that As a company, you can build, buy or rent an email marketing solution. have reverberating consequences. Building an email development, distribution and tracking application in-house allows for total customization, but can be cost-prohibitive and When you are an email marketer getting it right the first time is the require multiple people on your payroll to maintain. Often, time is of the golden rule. If you get it wrong and have to send the email out again, essence in email campaigns and requiring in-house resources (that may not only are you paying for it, you may also make those customers who be shared by different departments) can delay your campaign. Buying are on the fence decide to opt out of further communications because an application can also be costly to purchase and install, let alone to they feel like you are sending them too many emails or you are an incompetent marketer that wastes their time. maintain. Various software and service providers offer applications that help For the most part, whichever platform you choose should be designed create, send and track emails. Many of these are application service for email newsletters, but should also handle direct response providers (ASPs), which mean that they allow you to “rent” the use of campaigns to house lists. Many of the features are standardized across the platform. Not only is the ASP model less risky from a cost competitive product offerings, which make the decision more about perspective, you typically get the benefit of ongoing support and price and support than anything else. While emailROI’s platform upgrades as part of the package. addresses the features and capabilities mentioned above, there are alternatives available. The following pages display a list of features by More robust applications integrate with your site traffic analysis and ASP email marketing software providers and can help you to compare CRM software. Most importantly, the purchase decision for ASP the pros and cons of each. software resides with marketing, rather than IT, as it is a separate entity that does not effect the internal corporate network. Knowing the There are many features an email platform needs in order to be truly privacy, data and security policies of an ASP is very important as you effective. Be careful when evaluating and comparing products and will trust this solution with your customer and data. By choosing a services. An impressive list of product features may not correlate to its company that has a proven track record, clear policies, support and the price point, value or usability. ability to provide a flexible cost environment, you will be successful and a step ahead of those with in-house software solutions. Create HTML and text emails without knowing HTML - WYSIWYG Upload and manage email lists in an automated fashion and provide integration tools that can be used in your website Send large volumes of with the knowledge that the network is stable and secure Multipart auto-detection systems—deliver whichever format is best for each recipient, whether it be HTML or text Personalize messages by name or other pre-determined element to each group or individual Auto-responder technology to send emails based on actions of subscribers Track sends, bounces, unsubscribes, opens, clicks and forward-to-a-friends Track recipient behavior once they are on the website (conversion data) Automatically manage bounces, unsubscribes and website registrations Segment list by unique recipient attributes for future communications Data security and support Dynamic data fields to deliver targeted information 3 Enterprise-level Security Spam-Checker Email List Upload Shared Access Send-To-A-Friend Web Site Sign-up Box Bonded Mail Servers List Deduplication Unsubscribe/Profile Updates High-Volume Servers Auto-Responders CAN-SPAM Compliance Real-Time Stats One-to-One Personalization Bounce Management Web Analysis Email Campaign Testing Multi-Language Surveys Cross Platform Compatibility Rich Media Multiple Lists XML Retrieve Functions Enterprise-level security Description: For all of our emailROI subscribers, we offer industry- Benefits: Keep your all your segmented lists online in a secure leading 128-bit SSL Security that encrypts all data from third parties. database that allows you to engage your subscribers 24/7. You choose a secure name and password to login to the emailROI system. Shared Access Description: With emailROI's Shared Access controls, you can create Benefits: Allow different users access to multiple campaigns, unlimited password-protected sub-accounts and easily expand your reporting, tracking or list management. Lock areas to password- main emailROI account into a flexible enterprise-level e-marketing protected access to different users with separate needs. Control the machine. fields and copy of a newsletter and allow others to be able to only update certain areas. Allow salespeople or account managers to personalize an email campaign based on their specific contacts or territory. Enterprise-level security (www.bondedsender.com) Description: emailROI is a Bonded-Sender Program (“white-listed”) Benefits: Over 32,000 ISPs and corporations allow our opt-in email mail server. emailROI has a financial bond in place the guarantees mail campaigns sent from our IPs to pass through filters directly and get sent from our platform to be Spam free and is opt-in only. For each delivered to the opt-in recipient. campaign complaint, we verify opt-in status from our records directly so Improve deliverability at over 230 million mailboxes. you don’t have to. This feature keeps your own IP(s) from being blocked if you are to ever encounter a compliant from a campaign. Allowing you to conduct business as usual. High-Volume Servers Description: No matter how large your email lists are, emailROI can Benefits: Your campaign is delivered quickly to ensure that it meets up assist you with a smooth campaign that is delivered on time, every to time-based offers and seminars. time. Although we can certainly handle larger campaigns, our expertise By employing smart “throttles” on your campaigns, we can make sure is delivering campaigns to up to 1,000,000 recipients. that we are not sending volumes to companies or ISPs that will hinder In addition, ‘’throttle settings" on our platform assure that your emails delivery times. actually get delivered instead of being filtered into a bulk email folder Real-Time Statistics ("Live Reporting") Description: Real-time charting and statistics confirm the success of Benefits: Instantly identify how your campaign is succeeding and make your campaign in real-time. You can view data (mailed, delivered, any changes that might assist you with offers to the rest of or other reads, clicks, hot prospects, unsubscribes, and bounces) in summary segmented lists. Datasets and charts give you a robust view of format or you can drill down to see exactly who is reading and clicking campaign performance. on your messages, and what web pages they are visiting on your site. Also measure desired action completion, orders, registrations or general campaign goals. Web Analysis Description: emailROI’s proprietary Web analysis software, Benefits: Unlike other Web analysis software, eROITracks™ completes eROITracks™, extends the tracking data associated with an email the circle by providing data as to which people visit a Web page, which recipient from a eROI email all the way through any Web site that is people click on a particular link and which people abandoned their enabled with EmailroiTracks™. Powerful tracking tools, including 10 shopping cart. Precise individual data is available all of the way from diagnostic charts, allow you to see the number of unique visitors, page email to checkout. views, IP address (and domain), browser and operating system. Surveys Description: emailROI Surveys™ allows you to quickly and easily Benefits: Relevant results, real fast. EmailROI Surveys™ allows you to create professional single- or multiple-question surveys. get at the Why’s and How’s that traditional metrics cannot provide. Further, it allows you to offer single response, multiple response or Leverage data to build campaigns that targets feedback from open-ended questions And, all your respondents' answers are subscribers. automatically tabulated for you. Multiple List Management Description: As your email marketing campaigns evolve, you will want Benefits: Deliver relevant info that solves your customers’ problems to consider refining your email list(s) into specific sub-lists. Managed and yours, helping to separate your email from unsolicited email. email Lists give you the ability to target your campaigns based on emailROI provides you with the instant ability to segment your lists demographics; by which you can segment lists at the start of a based on the data fields in your list or by actions taken by respondents. campaign and then refine your lists as you gain more and more information about your prospects and/or customers. Spam-Checker Description: emailROI offers two tools designed to increase the Benefits: Daily imports of words or email traits from the top ISPs are deliverability of permission-based email by ensuring that messages flagged as spam are culled into an interface that allows you to make sent through emailROI are not erroneously blocked by spam filters. final changes to copy and calls to action to increase campaign Spam-Detective™ identifies key words, phrases, and certain patterns performance with ISP and personal mail filters. that are likely to trigger spam filters, then recommends a resolution. List-Detective™ scans your mailing lists and indicates suspicious (or "high-risk") email addresses before you send your messages.r Send-To-A-Friend Description: emailROI’s Send-To-A-Friend feature enables your Benefits: Build viral campaigns and know what comments others are recipients to forward your message to friends and family for either sending about your offers. Build your lists organically through referral opt-in to your list or just to view the email. programs. List Deduplication Description: emailROI syncs with most contact managers - it’s easy to Benefits: emailROI protects you from ever sending more than one import and export lists to the emailROI platform. Each time a list is email message to the same email address keeping your customer uploaded an automatic deduplication process ensures that no duplicate happy. email addresses are inadvertently added. Auto-Responders Description: Auto-responders are a very powerful sales feature that Benefits: Incorporate follow-up email campaigns and responses based enables you to schedule, and automatically send, unlimited sequential on the actions taken from our list subscribers. Drive return visits or emails - great for event notices (e.g., trade shows, Webinars, and follow-up surveys with time- and date-based auto-responders. conferences). You can schedule future email deliveries on a person-by- person basis, or upload a planned series of events for an entire group. One-to-One Personalization Description: The emailROI email system enhances your ability to Benefits: Helps you build long-term customer value, increased loyalty, match customer profile information with targeted, relevant content. The higher response rates and more profitable communications. sophisticated system will help you reach your customers with relevant email messages based on their specific attributes or requests. Multi-Language Description: With character sets from the world's most popular Benefits: This allows you to reach your customers all around the globe. languages, emailROI can help you send a compelling (and linguistically Don’t be bound by the language barrier. correct) message to international markets. Email Campaign Testing Description: An A/B split is a classic marketing technique for Benefits: By configuring tests of subject lines, calls to action, copy, optimizing the success of a message - it is commonly used to test the and creative you can compile pre-event statistics that will help you to response of a particular message by a sample group before sending the construct a final version of your email campaign that can be sent to the message to your entire list. It can also be used to send two messages entire list based on already proven measurements. to two similar lists to gauge effectiveness. The emailROI A/B split is a fast, convenient way to create two new lists at the same time from one larger list. Each A/B Split list consists of randomly generated samples from your original mailing list. If you have ever wanted to pre-schedule emails to multiple groups (e.g., 1,000 people on Monday, 1,000 people on Tuesday and 1,000 on Wednesday) to see how different delivery times affect your response rates, you can now do so. emailROI will make sure that no duplicate emails are delivered to your test groups. Cross Platform Compatibility Description: From AOL to Blackberry and Explorer to Lotus Notes, your Benefits: Make sure that your message is read and is compatible with email campaigns will work on every email system. Satisfaction is 100% all mail programs so you don’t have to worry about whether or not your guaranteed. Our system is extensively tested to work with new customers can read your email. Messages are sent default as releases of email client software. In those cases where outdated (or multi-part messages. This means a text and HTML version are sent at overzealous) firewalls, management or IT departments are troubled by the same time to each user. Upon delivery, the appropriate version is HTML emails, emailROI's proprietary technology will ensure that your displayed in the inbox of the mail program. message is delivered to them as a perfectly formatted text-only message. XML Retrieve Function Description: There is now an XML Retrieve function built into Benefits: With one click you can import into and export out of emailROI, so Master List and individual mailing list data can be emailROI to your CRM application. Auto populate landing page forms downloaded using XML directly into your company's CRM package. and shopping cart data. Email List Upload Description: We have one-click uploads - even for lists in the Benefits: Saves you time from entering individual records and multiple hundreds of thousands of names. Or if you would prefer, simply take user demographic fields. In one simple step you can import your entire advantage of our list import and management service: just email your list and segment it into multiple lists for future mailings. list to us (e.g., in our excel spreadsheet format), and we'll upload it to your secure, online account. If you've got a large or complex database, this service can be an outstanding time-saver. Web Site Sign-up Box Description: The Web site sign-up box is completely customizable. Benefits: Easily grow you in-house mailing list and keep records of IP, Just "cut and paste" it to your Web site. You can use your own colors date and the website the opt in was generated from if you manage and fonts so that it matches the look and feel of your Web site. You can multiple sites. The process is simple - just use our sign up wizard to also elect to have a "single opt-in" or "double opt-in box." If you would select the pieces of information you would like to collect from your like, you can even elect to have personalized "thank you" messages subscribers (e.g., email address, name, company, address, phone, direct sent to people who sign up for your email list. marketing special offer code, and/or any other information you are interested in). Helps you keep your company top of mind to your customers when they are opted in to regularly receive emails from you. At the same time it can let them know what email address you will be sending from, which they can add to their trusted sender list. Unsubscribe/Profile Updates CAN-SPAM Compliance Description: emailROI constantly manages your lists for you. Never Benefits: Time savings and self-management allow the list subscriber again will you have to take the time or deal with the responsibility of to instantly update a profile or remove themselves from a newsletter unsubscribing somebody from your list or updating someone's personal saving you man-hours to be better utilized. Encourages subscribers to profile. emailROI’s system handles all of this for you. emailROI has a provide you with additional information about them, giving you more powerful profile update page that enables recipients to manage their targeted lists. own contact info (and unsubscribe if they wish). The sender can elect to have this feature as a header, footer or custom HTML code integrates into the email. Bounce Management Description: When a message being delivered to a valid email address Benefits: Bounces due to heavy ISP traffic or full email boxes are is not received as intended by an email server, emailROI re-attempts to resent once an hour for 72 hours until they are recorded as a hard deliver the message through a variety of paths over a three-day period bounce. Make sure that no matter the reason, your campaign arrives. (sending as many as seventy-two attempts) until the message is Hard bounces are identified right away in your database. successfully received. If after three days the recipient's email server is still malfunctioning, emailROI advises you of the "bounce" so you can either remove the address or try another means of communication with the intended recipient. Email List Upload Description: emailROI opt-in email campaigns seamlessly incorporate Benefits: Reach your customers with means that you might have never Flash, Windows Media Player, RealNetworks, and Quicktime technol- before used with exciting dynamic and streaming content. ogy to deliver a rich media experience to online consumers. Communication to younger customers can be more effective with this Consumers with any of these common add-on software packages media as well as emails that need to show how a process works. installed on their computer can receive compelling, streaming media without having to download and install new or additional software. With direct mail, you may never know how effective your campaign was, unless you required the recipient to bring in the postcard or call with a reference number (PIN codehas eliminated that. At minimum, an email platform should be able to track: Sent—the number of emails sent Reads—the number of people that opened your email Clicks—the number of recipients that opened the email and clicked on one of the links Bounced—emails that returned for a variety of reasons (email address does not exist, bad domain, connection problems with mail host, filtered, etc.) It is very helpful to have access to the above information, but they only provide high-level statistics. The aforementioned statistics are helpful if you want to test how good a list is or what regional or demographical differences exist, but they do not tell you much about what is going on after they click through to your website. Being able to track beyond the click is something that email marketers and platforms have had a very difficult time developing—eROI’s Sent: 74502 Read: 45595 (61.2%) emailROI platform has this functionality. By being able to track Clicks: 8419 (11.3%) recipients actions beyond a click to website, you can gather useful Send2Friends: 987 (1.3%) Hot Prospects: 6959 (14.5%) information that was previously unattainable. You could make Unsubscribed: 32 (0%) assumptions based on coincidence, but what CFO makes financial Bounces: 1453 (1.9%) decisions based on “chance”? Why is it important to track a customer from email receipt to shopping Statistics drill-down to email recipients who have read, clicked, cart or whitepaper download? Well, if you work like most business unsubscribed or who have sent the email to a friend. works, you want to know if your dollars are being spent wisely. Most Detailed graphs break out email recipients who have read or clicked email platforms give you the ability to provide campaign statistics but on the email once, twice, three+ times. what a customer does beyond that is a shot in the dark. emailROI lets Email click-through is also overlaid on the email creative. you accurately assess return on investment. If a company spent $1,000 on an email campaign and looked at the eROItracks data to find the company realized $10,000 worth of revenue from that very campaign, you could decidedly say the campaign was a success—your cost per conversion is 10 cents. Case Study Sidebar: Learning.com Due to the sensitive nature of educators, an email outreach program Learning.com is a leading provider of computer and technology-oriented was carefully crafted and executed. eROI developed a three-phased curriculum for K-12 students. In the fall of 2002, the company was approach designed to foster relationship with prospects via email: interested in generating a greater number of qualified leads for the introduction, permission and offer. The first phase involved detailed sales force and to effectively track them through the sales process. The testing of subject lines, format and offers. Once the optimal eROI, Inc. team was asked to help create a comprehensive email combination of elements was determined, emails were sent to the marketing program. balance of the list introducing them to Learning.com and offering them an opportunity to opt into their email newsletter, download a white Program Objectives paper or register for a free trial. Generate qualified customers from available prospect lists Increase conversion rates and reduce sales cycle While the short-term goal was to capture their email for future Technology decision makers and influencers within schools communications, the long-term goal was to get them to register for a and districts free trial. Once the recipient registered for a trial, they would be Permission or access to target audience often controlled by handed off to sales for follow up and conversion. schools and districts Target contacts inside schools are generally not responsive to promotional emails A B Return on Technology Subject Line Free Trial Funding Investment Information Offer Free Trial Ed Tech White Paper Landing Page Register for Free Trial Opt in and download While the short-term goal was to capture their email for future communications, the long-term goal was to get them to register for a free trial. Once the recipient registered for a trial, they would be handed off to sales for follow up and conversion. Results Overall, the campaign was a success. Expectations exceeded across the board. The email to qualified recipients generated an 8.5 percent click-through rate and a 9.7 percent opt-in rate for the newsletter. Over the course of the campaign, the opt-in email newsletter list increased in size from 0 to over 1,300. In a similar timeframe, qualified sales leads have reached record levels. Learning.com is now a big fan of email marketing. Analyze this Costs can be difficult to accurately assess, especially if in-house The most common mistake novice email marketers make is not resources are utilized. When calculating overall costs, be sure to thoroughly analyzing their campaign data. While many have the include time and money spent on all aspects of a campaign: list, common sense to conduct tests similar to those outlined above, those strategy, creative, infrastructure, testing and analysis. Since in-house very same people tend not to follow through. A careful review of talent is difficult to assess from a cost-perspective, we’ll focus on response data is time intensive, but justifiable when done properly. outsourced costs. As discussed earlier in this chapter, list rental fees Most email application providers offer enough data to determine which range from .05 to .50 per name. Typical strategy, creative and analysis elements work best, assuming you have a solid understanding of their provided by email marketing agencies varies in price per hour. ASP reporting engine. The best way to understand how well a campaign email service providers can charge anywhere from .05 to .0025 per performed is to benchmark it against other similar campaigns. The email to send, depending on volume. more often you send and test emails, the better the benchmarks. Over CONCLUSION time, you will get a feel for what types of offers and calls to action work best. As we mentioned earlier, email marketing is an iterative, Over the course of this guide, we’ve covered various components of a ongoing process. successful campaign, including: list, strategy, creative, infrastructure, When analyzing the success of an email marketing efforts, it’s testing and analysis. We hope you’ve found value in our overview and important to understand how the overall campaign will generate a recommendations. All of this information fuels improvements that return on investment. The basic formula for determining return on increase open, read and response rates, and improve the efficacy of investment (ROI) is campaign revenue over cost. For example, an email your site in supporting the acquisition of prospects and their conversion campaign that cost a company $1,000 and generated $2,000 in sales to customers. When it comes to making sales, every conversion counts. resulted in an ROI of 2 to 1. For more information regarding eROI or emailROI please feel free to call Campaign revenue can be difficult to determine without establishing 503-221-6200 or email firstname.lastname@example.org. You can also visit eROI proper metrics and tracking. While most campaigns are designed to on the web at www.eroidelivers.com or for more in-depth product generate revenue, few have the infrastructure in place to accurately information on the emailROI platform, please visit www.emailroi.com. track email-generated sales vs. other channels. One of the easiest ways to track ROI for sales is to track the number of hits on an order confirmation page that originated from an email. For more complex products or services that are not sold via e-commerce, other metrics must be incorporated. For campaigns with a call to action involving a download or registration, the company must first calculate the value of each “qualified lead” in order to determine what the ROI will be. This is best accomplished by backward-calculating the cost of each new customer. For example, one company determined that 1 in every 10 free trial registrations resulted in a $1,500 sale (or a 10 percent conversion rate), and was worth $1,000 in profit. In order to break even on a campaign that cost $2,000, they would have to generate 2 new customers, or 20 registrations. If their industry standard click-through rate was 5 percent, that would require them to have a list of at least 400 emails in order to achieve a break even. Any increase in list size, response or conversion would be pure profit.
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