email marketing – Gabriel Catalano®

4 comparaciones métricas imprescindibles en email marketing

La importancia de un análisis estadístico en email marketing

Uno de los factores más determinantes a la hora de realizar campañas de email marketing es conocer bien el análisis estadístico y así poder interpretar que sucede con las campañas de emails que enviamos.

El éxito de una campaña de email marketing no sólo depende del volumen de emails entregados o del porcentaje clicks sobre el email, sino que hay diferentes combinaciones de resultados que nos ayudan a entender mejor que puede estar sucediendo en una campaña y conocer si nuestro producto o servicio funciona correctamente.

Un pequeño cambio en el asunto, una variación en un botón de acción, la estructuración del contenido,… son elementos que pueden variar los resultados finales notablemente y saber analizarlos es clave para mejorar.

4 comparaciones métricas imprescindibles en email marketing

1) Emails enviados con respecto a emails rebotados

Cuando realizamos una campaña de email marketing es muy importante controlar este valor entre emails enviados y rebotados, un índice muy alto de rebotes nos demuestra que la calidad de nuestra lista de contactos nos es muy buena.

Cuentas inexistentes, buzones llenos, contenidos clasificados cómo Spam y dominios inaccesibles son las características principales de un alto índice de rebotes. Si disponemos de una buena herramienta de email marketing este tipo de situación se irá corrigiendo a lo largo del tiempo ya que los sistemas irán dando de baja este tipo de rebotes y disminuyendo el porcentaje de emails rebotados.

Cuando el índice de correos rebotados es menor de un 5% se considera óptimo, si este valor es mayor podemos decir que nuestra lista de contactos hay que revisarla si nuestra aplicación de email marketing no lo hace por nosotros.

2) Emails entregados con respecto a emails leídos

Uno de los principales valores que comparamos en email marketing es el ratio o porcentaje de emails que se entregan al destinatario con respecto a los emails que son finalmente leídos o abiertos.

Por norma general si el porcentaje de lecturas es alto (>10%) con respecto a los entregados, podemos considerar que nuestro asunto funciona correctamente, es decir que un buen asunto bien construido y efectivo afecta directamente a el índice de lecturas de una campaña.

Si por el contrario el índice es bajo (<5%) debemos plantearnos modificar este asunto y realizar pruebas de envíos para comprobar si hay variaciones que nos identifiquen cual es el mejor asunto.

3) Emails leídos con respecto a clicks únicos Continuar leyendo «4 comparaciones métricas imprescindibles en email marketing»

What We Can Learn About Landing Page Optimization from the Presidential Candidates

BY SALLY LOWERY | ioninteractive.com

While others are discussing their politics, we at ion have been discussing their landing page strategy. There’s an important lesson to be learned from the presidential candidates regarding the role of landing page optimization in your overall campaign strategy. In a recent study, we identified landing page optimization wins and losses in both of the candidate campaigns race to the election.

ion’s study provides a detailed view into each candidate’s overall landing page strategy and spans social media, email marketing, search engine marketing, and mobile device integration.

It was a tight race on the landing page scorecard, but there’s a clear winner. Check out our latest infographic now and see what campaign wins ion’s landing page optimization review.

http://www.ioninteractive.com/post-click-marketing-blog/

What’s The Best Time Of Day To Send Emails? [Infographic] | ReadWriteWeb / Enterprise

Email blasts may seem like the out-of-touch old fogey of online marketing, but there’s a reason they keep hanging around: They still work. But that doesn’t mean most businesses understand how to get the most out of them. One of the biggest, hardest-to-answer questions has always been: When is the best time to send out messages? Finally, we have some hard information.

As an editor at a number of publications over the years, I’ve spent a lot of time thinking about how to maximize the effectiveness of email newsletters. And I’ve ended up in endless discussions of what time would be best to send them out. And there are literally millions of articles on the Web trying to answer that question. Continuar leyendo «What’s The Best Time Of Day To Send Emails? [Infographic] | ReadWriteWeb / Enterprise»

Intelligent email marketing that drives conversions: infographic | by David Moth

http://econsultancy.com/

Email marketing is an important channel for maintaining a relationship with customers and driving conversions through targeted messages and offers.

We’ve recently blogged seven tips for managing email marketing campaigns, as well as looking at stats which show that consumers open just 20% of email messages.

Then there’s also the pressing issue of mobile email, as while stats show that 27% of emails are opened on mobile devices results from our Email Marketing Census 2012 reveal that a large number of companies do not have any strategy in place for optimising emails for mobile.

This infographic from Monetate looks at the conversion rate for email marketing compared to Twitter and search, as well revealing ways of increasing sales using email.

David Moth is a Reporter at Econsultancy. You can follow him on Twitter or Google+.

How to Get Your Inbox Down to Zero and Keep it There

At the end of the weekend, I had gotten things down to five emails in my inbox, all of which required me to finish a major project I was still working on. Everything else was moved out of the inbox by doing the following:

If the email was from someone who needed something done for them (most of the time it was something simple like send a piece of example code, fill out an interview questionnaire, or review a product), I either did it immediately or politely declined. The judgment call on that was if it took more than 5 minutes to complete, it was declined. If it took less, I just made myself do it.
If the email was from someone who needed me to decide on something (whether I would attend an event, sponsor a contest, or review a guest post) I just made a fast decision and replied with my response of yes, I’ll be attending, yes I will sponsor, or no, that post doesn’t meet my guidelines.
If the email was from a newsletter or mailing list I had subscribed to, I created a new filter for it to go into a folder automatically when the next installment arrived or, if I didn’t plan to read it again, I unsubscribed.
If the email was something that I wasn’t interested in responding to, or regular enough to require a filter, I deleted it.
Sometimes, the toughest part of emptying out your inbox is finally saying no to something. I know many of my emails were hanging out in my inbox simply because they required me to say no to someone’s product review, guest post, event invitation, or some other request. Once you’ve started to say no to some things, it will make it easier to do in the future and leave your inbox open to receive more good requests that you will want to say yes to.

http://blog.kissmetrics.com

Here at KISSmetrics, we talk about all forms of online marketing for businesses, including email marketing. While beginner’s guides and email timing are important, there is also one other area that may not have a lot to do with marketing, but has everything to do with how effectively you can run your business (and personal life for that matter).

When you work online, you will find that the things that you need the most to maintain important business connections are also the things that will derail you from the path of productivity. Social media is well known to be filled with distractions. It is not the only place you’ll likely get into trouble though. There’s another online tool that can be just as distracting and disruptive to your productivity as it is a necessity. That tool is your inbox.

How Your Inbox Stops You from Getting Things Done

Your inbox can hinder your ability to get things done in two ways. The first are notifications. Even if you don’t have your email open on your desktop, you likely have alerts for new email set up on your smartphone. So if that alert goes off, your mind will always wander into thinking about what new email you just received. Sometimes that quick distraction is all it takes to get your focus off the task at hand.

Another way your inbox can stop you from getting things done is by being overloaded. I don’t know about you, but I work a lot more efficiently if I feel like I have a manageable to-do list. A flooded inbox with tons of emails waiting for responses does not feel manageable, and the more overloaded it gets, the less I want to deal with anything in it.

Why an Empty Inbox is a Happy Inbox

So why would you want to get your inbox down to zero? I like to look at an empty inbox at the end of the day as a day where everything that needed to get done was finished. Think of each email in your inbox as a task that needs to be completed. Email tasks generally boil down to the following four things:

Someone needs you to complete something for them.
Someone needs you to make a decision.
Something needs to be filtered.
Something needs to be deleted. Continuar leyendo «How to Get Your Inbox Down to Zero and Keep it There»

The Science of Social Timing Part 1: Social Networks

http://blog.kissmetrics.com

It’s important to know when the highest percentage of your audience is eavesdropping on your social networks—so that when you share content you’ll get maximum exposure. Use the following data to learn when your audience is most likely to tune in. Be sure to check in with us next week when we discuss timing & email marketing.

Data courtesy of Dan Zarrella (@danzarrella) and HubSpot. Content available as a webinar by Dan Zarrella here. Continuar leyendo «The Science of Social Timing Part 1: Social Networks»

The Science of Social Timing Part 2: Timing & Email Marketing

http://blog.kissmetrics.com/

Are certain times better than others for sending your email campaigns? In the second part of this series we’re going to investigate how timing can impact your email marketing. Data suggests that there are distinct windows in which to send emails if you want to achieve the highest open rate and maximize your readership. When reading this infographic remember: your own email timing data is the best data you can get your hands on!

Data courtesy of Dan Zarrella (@danzarrella), Pure360 (@pure360) and HubSpot. Content available as a webinar by Dan Zarrella here. Continuar leyendo «The Science of Social Timing Part 2: Timing & Email Marketing»

The One Thing Most Social Media Marketers Forget [Plus Infographic]

Christmas only comes once a year and it is fun to see the children tear off the paper and unwrap their presents.

It is more like a destruction derby than a party! Paper, string and wrapping fly in all directions as the journey of toy discovery unfolds.The One Thing Most Social Media Marketers Forget [Plus Infographic]

Parents and grandparents watch the unfolding scenario like the Super Bowl or the Football World Cup, cheering from the sidelines.

The Christmas card and the “thank you” is often forgotten and the focus is on discovering what exciting new present that Santa has delivered!

The toy is seized with shouts of glee and overt unbridled enthusiasm and for the next 10 minutes it is the centre of attention.

Soon the next toy is unwrapped and the now “old” toy is discarded, maybe to never be used again.
The Shiny New Toy Effect

Social media marketing is the “shiny new toy” and it has been unwrapped and it has us all enthralled and excited. The Facebook marketing, Twitter tweeting and YouTube videos have us running in all directions as we play with the social networks trying to work out how to make it all work effectively.

Amongst all the social media glitter there is a one little marketing tool that should not be forgotten, in fact it should be embraced and integrated into the new social web.

Written by Jeff Bullas – View Comments
http://www.jeffbullas.com/2012/01/11/the-one-thing-most-social-media-marketers-forget-plus-infographic/
Categories: Email Marketing, Social Media, Social Media Marketing

Christmas only comes once a year and it is fun to see the children tear off the paper and unwrap their presents.It is more like a destruction derby than a party! Paper, string and wrapping fly in all directions as the journey of toy discovery unfolds.

Parents and grandparents watch the unfolding scenario like the Super Bowl or the Football World Cup, cheering from the sidelines.

The Christmas card and the “thank you” is often forgotten and the focus is on discovering what exciting new present that Santa has delivered!

The toy is seized with shouts of glee and overt unbridled enthusiasm and for the next 10 minutes it is the centre of attention.

Soon the next toy is unwrapped and the now “old” toy is discarded, maybe to never be used again. Continuar leyendo «The One Thing Most Social Media Marketers Forget [Plus Infographic]»

Six approaches for future-proof email marketing

So in a terrifying moment of weakness I found myself saying:

“It would be nice to get 3000 Twitter followers by the end of the year”

Oh dear.

Why 3000? Why by the end of the year? Why focus on THAT metric? Why, Mark, why?

I’m only human. The seductive appeal of using a random number of followers, likes, +1’s or subscribers as your measure of success is a tricky one to resist.

But the mistake led me to ask whether I’ve learned anything over the past 13+ years of online and email marketing.

Cue a brief period of panic…followed by a longer period of reflection.

Here’s what popped out: six approaches and principles that have stood the test of time.
1. Understand the true meaning of value

Well, it didn’t take me long to come up with the principle of “delivering value” as an email must.

You have to give to get: give value and it comes back in return…as opens, clicks, conversions, loyalty, word of mouth etc.

But there are three traps we commonly fall into.

Avoid one-way value

It’s important to ask how different email approaches, content and offers might address business needs.

But the result depends on the recipients reacting the right way.

And their reaction depends on how these different email approaches, content and offers contribute to their needs.

So the real question to ask is how email can help our subscribers, and in doing so help us.

Don’t over-estimate value

We’re all (probably) passionate about our products and services. Readers usually aren’t quite so excited.

Our enthusiasm can blind us to the true value of what we offer through email, leading to unrealistic expectations of response and sending email to people who maybe shouldn’t be getting it.

Don’t misunderstand value

So what is “value” anyway?

Yep, for a lot of people it’s discounts, coupons, savings, free shipping, or a bonus lollipop if you register by Friday.

But it’s also helpful information, feeling appreciated, feeling understood, a story, entertainment, humor, a sense of community or just a simple reminder that the sender is still open for business…

I’m not a psychologist, but the potential value you might deliver via an email message covers a lot more than “20% off your next purchase”.

email-marketing-reports.com

So in a terrifying moment of weakness I found myself saying:

“It would be nice to get 3000 Twitter followers by the end of the year”

Oh dear.

Why 3000? Why by the end of the year? Why focus on THAT metric? Why, Mark, why?

I’m only human. The seductive appeal of using a random number of followers, likes, +1’s or subscribers as your measure of success is a tricky one to resist.

But the mistake led me to ask whether I’ve learned anything over the past 13+ years of online and email marketing.

Cue a brief period of panic…followed by a longer period of reflection.

Here’s what popped out: six approaches and principles that have stood the test of time.

1. Understand the true meaning of value

Well, it didn’t take me long to come up with the principle of “delivering value” as an email must.

You have to give to get: give value and it comes back in return…as opens, clicks, conversions, loyalty, word of mouth etc.

But there are three traps we commonly fall into.

Avoid one-way value

It’s important to ask how different email approaches, content and offers might address business needs.

But the result depends on the recipients reacting the right way.

And their reaction depends on how these different email approaches, content and offers contribute to their needs.

So the real question to ask is how email can help our subscribers, and in doing so help us.

Don’t over-estimate value

We’re all (probably) passionate about our products and services. Readers usually aren’t quite so excited.

Our enthusiasm can blind us to the true value of what we offer through email, leading to unrealistic expectations of response and sending email to people who maybe shouldn’t be getting it.

Don’t misunderstand value

So what is “value” anyway?

Yep, for a lot of people it’s discounts, coupons, savings, free shipping, or a bonus lollipop if you register by Friday.

I’m not a psychologist, but the potential value you might deliver via an email message covers a lot more than “20% off your next purchase”. Continuar leyendo «Six approaches for future-proof email marketing»

Why Email Marketing Is Still In Vogue

With the recent advancement and diversification in online marketing strategies, some might think that email marketing is a relic of the past; but the numbers tell a different story. Not only is marketing via email a cheap alternative to other forms of direct marketing, but the ROI is also exceptionally high – giving marketers the best of both worlds. Here is a look at the email marketing industry, and why it might be the right marketing option for your business.

by Dan Martell

Links just links…

7 «profit practices» any e-mail marketer should follow

– let’s throw out the best practices rule book and look at seven «profit practices» any e-mail marketer should follow –

(tags: strategy)
Statistics for Email Use on Smartphones

– 94% are checking the same email on both their mobile device and their PC.
The Best Day and Time to Send an Email

– There is no universal best day/time to send. However, senders may discover—by analyzing their own performance data—certain windows that perform better than others. The only way to know what the best date and time for you to send an email is to test your email campaigns.

(tags: timing)

Links to…

Optimising HTML Email when Images are Disabled

Almost all webmail and desktop email clients now default to not showing images, with the user having to either click ‘allow images from this sender’, mark the sender as a trusted address (eg. add to address book), or update settings within their email client. Some recipients are even unaware that they’re missing out on seeing images at all. Regardless of the reason, it’s really worth spending some time thinking how you can improve the experience for those recipients with images disabled.

(tags: design coding)
Get Back to Basics With the 40/40/20 Rule

Despite all the integration and technological innovation and newness of social media, email marketing best practices still adhere to the 40/40/20 rule. This rule says that for any email marketing campaign: 40% of the success depends on the messaging – 40% of the success depends on the audience – 20% of the success depends on the creative

(tags: strategy)
Images in Email: Guidelines and Checklist

(tags: design)
What to tweak and test in your call to action

(tags: call-to-action)
The “From” Name: Perhaps Your Most Important Email Marketing Decision

It seems like a minor item, especially because it occupies less space and prominence than the subject line. The “From” name is critical, however, given that most recipients look at the “From” name first and will discard or mark as spam messages from senders they don’t recognize.

(tags: from_address) Continuar leyendo «Links to…»

LOS 13 PECADOS DEL EMAIL MARKETING

1. Gestionar una campaña de envío desde el servidor de correo de tu empresa

Si decides enviar una campaña desde el propio servidor de correo de tu empresa es muy probable que dada la cantidad de receptores a los que va dirigida acabes apareciendo más pronto que tarde en las listas de spam de tus clientes. Los servidores comienzan a catalogar la dirección de tu servidor como la de un spammer, es decir la de alguien que envía spam.

2. No segmentar adecuadamente. Divide y vencerás.

: Image via Wikipedia

1. Gestionar una campaña de envío desde el servidor de correo de tu empresa

Si decides enviar una campaña desde el propio servidor de correo de tu empresa es muy probable que dada la cantidad de receptores a los que va dirigida acabes apareciendo más pronto que tarde en las listas de spam de tus clientes. Los servidores comienzan a catalogar la dirección de tu servidor como la de un spammer, es decir la de alguien que envía spam.

2. No segmentar adecuadamente. Divide y vencerás.

Esta campaña por ejemplo la recibieron tanto hombres como mujeres. No parece ser un target bien definido.

Es conveniente hacer tantas divisiones de la base de datos como nos imponga la lógica o en función de los datos que dispongamos en nuestro poder: sexo, edad, poder adquisitivo,…

En el sector inmobiliario he visto enviar el mismo emailing ofertando chalet en Alcobendas, Paracuellos del Jarama o Majadahonda a listados de contactos tanto del norte de Madrid como del sur, a contactos que habían realizado consultas de inmuebles por importes similares a 150.000€ cuando los chalet ofertados en el emailing rozaban el millón de euros… Crearnos una buena base de datos segmentada y bien definida es imprescindible. Continuar leyendo «LOS 13 PECADOS DEL EMAIL MARKETING»