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26 (121) 2016
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Digitisation

Generate more leads with email marketing

by Aleksandra Madrych, PR & marketing manager, DBMS
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We’ve all been there once or twice – wondering whether that email campaign that we’ve just planned will be successful or not, if the click-through rate will be higher than in the last campaign, if it will bring us enough leads, and most importantly – whether the database we’ve picked is right.

One of the most important things every marketer should remember when planning a new campaign and picking out the right database is to approach it individually!

Every campaign has a different message to convey and a particular target group it’s supposed to approach and gain the interest of.  

Some of the fundamental targeting criteria that the DBMS database experts take into consideration when preparing the right database are sex, age and geo-targeting that depends on the field and the product itself. The second step is to pick out the records that will suit the campaign in the best way possible based on the information collected about every single user. The information has been gathered through different surveys and different activities done by the user. All this information is optimised by weekdays and time – which helps to optimise the campaign more precisely. When we have all this information gathered we’re able to create a behavioural profile that’s a perfect match for your campaign and your target, and that’s the key to a successful campaign!

Moving on - when we have the right database we have to think about the content of the email which may seem to be an easy step, however today’s marketers are experiencing issues, as getting into the inbox is more difficult because of all the spam filters.

Spam filters can be triggered for a variety of reasons, causing your emails to skip recipients’ inbox and land straight in their spam bin. One of the easiest ways to avoid the spam filter is to carefully choose the words you’re using in your subject line and in the body of the email. Trigger words are known to cause problems and increase the chances of your email getting caught in a spam trap. Some of the most common words that trigger the spam filter are ‘click here’, ‘trial’, ‘give away’, ‘free’, ‘order now’ and  many more like that.

Another important factor why you might be getting into the spam may be caused by the reputation of your domain – also known as a blacklist. Your domain may have got onto blacklists because of such things as irregular volume of emails sent. There’s no need to worry quite yet, there are a few tools out there that can help you to check the reputation of your domain such as; Senderscore.org, Reputationauthority or Scanmailx.

You should also watch out for spam traps, you might already be sending emails to them and not even know about it. Spam traps are email addresses traditionally used to expose illegitimate senders who added email addresses to their list without permission. But they are also set up to identify email marketers with poor permission and list management practices.

When you’ve made sure you’re not on the blacklists nor are your sending emails to any spam traps it’s time to put your creation down to tests!

If your team has drawn up two different options of the email creation and you can’t agree on which one will work better and will persuade the receiver to click and interact with it, there’s no need to worry as Greensender.pl (platform build by DBMS Sp. z o.o.) allows you to send out A/B tests. Which means 25% of your entire database will receive email with one creation and the other 25% will receive email with a different creation. Based on the results the email that gets better open rate (OR) will be sent out to the rest of your database. Not only can you send out tests in order to try out two versions of the creation, but you can also try out the subject lines.

And to crunch the most out of your email marketing campaign, you should use email marketing automation. You’ve may have heard the term ‘email marketing automation’ many times as it’s becoming more of a trend in the marketing world today. Email marketing automation will not only allow you to engage your potential clients even more than regular email campaigns but it will also help you adapt the content based on their behaviour and interest. Our platform allows you to automatically follow up with customers based on the interaction – you choose what it should be. Either you could surprise your customers with coupons triggered by their shopping behaviour, or perhaps an apology email with a free give away. You can decide on the form of contact – whether it should be another email or maybe a text message and the delay - yes that too. In the midst of all these possibilities that will generate leads, remember not to spam. Remember to plan all your campaigns ahead of time so that your recipients won’t get emails from you every day…

Now that your campaign is up and running it’s time to wait for the results – and if the results aren’t as good as you were expecting them to be there’s no need to worry - you can now improve your email marketing campaigns.

Worth remembering:

  • don’t use any trigger words

  • don’t use CAPS LOCK

  • spam-test your creation and the content of your email

  • rethink your email design so that it looks like your website, it will make it easier for the receiver to recognise who the email is coming from

  • divide your graphics into smaller pieces

  • avoid sending emails of than 50-60kB

  • communicate with your recipients on a regular basis

  • use a double opt-in whenever someone subscribes to your newsletter

  • make sure your emails are sent as html + text

  • remember to include an unsubscribe link in your footer

  • if possible make sure so the email address you’re sending from and the return address are the same

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