How to Maximize Returns from your Email Campaigns

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Presenter

Naresh BhagtaniManaging DirectorNiche Software

Chief product architect of Juvlon email marketing

Clients across the world

Consulting since 8 years on email marketing

naresh.bhagtani@nichelive.com

Coming Up

Return of Investment (RoI) from your Email Campaigns

Adding interactivity to your campaigns Integrating mobile within email campaigns Brick-mortar and Online Cases of RoI focussed campaigns Examples of strategy and numbers

What does return mean?

Money Not necessarily, not all the time Objective of the marketing campaign matters Opens and Clicks are a means to an end Ends need to be defined for Campaigns

What does return mean?

Depending on your campaign Footfalls Enquiries Sales generated, ie, money Downloads Registrations Data Updates Social media sign-ups Traffic generated on landing/web pages

Case 1: Retail Store email

Case 1: Retail Store landing page

Case 1: Retail Store SMS

Case 2: Event Reminder email

Case 2: Event Reminder landing

Case 2: Event Reminder SMS

Case 3: Services email

Case 3: Services landing page

Set the customer's expecations right here

Case 3: Services SMSThis message goes to a designated mobile number or to a call center

Same message can be sent as an email too

Case 3: Services SMSThis message goes to a designated mobile number or to a call center

Same message can be sent as an email too

Content is still king

Sometimes its better to dumb things down Don't lose focus, keep it simple Next 2 examples are from Marketing

Experiments Research Directory

http://www.marketingexperiments.com/research-topics/research_archive.html

Content Case 1

Control Competing navbar Bottom banner takes

attention Banner confusing –

link or not?

Example1: Control vs. Treatment

Case 1: Control vs. Treatment

Content Case 2: Control

Content Case 2: Treatment

Content Case 2: Improvement

Ways to improve campaign RoI

Pre-test Campaigns (before sending) Resend to non-opens (after sending) Must have campaigns (high response rates)

Welcome campaigns Triggered campaigns

A/B Split Test, Beat your RoI

Compare Campaigns before sending Focus Group: Take 10-20% of your list Send Version A to 1st half of Focus Group Send Version B to 2nd half of Focus Group Send better performing version to rest of List Lets go interactive Thanks to Marketing Experiments again

http://www.marketingexperiments.com/email-marketing-strategy/crafting-email-messages.html

Version A

Version B

A/B Split Test Result

Version B takes the cake Almost 29% more click-

throughs Content tweaking A/B split testing works!

Re-send to Non-opens

After you send Cannot influence your customer's time to read Same mail to non-opens Gap of 2-3 days Can improve metrics by 30% Keep an eye on unsubscribes and spam

complaints

Post Sending

Follow-up campaigns to Opens but not clicked Clicked but not converted

Conversions on Landing Page Analytics for emails and landing pages According to Hubspot, the average landing

page conversion is between 5 and 15%

What have we learnt

Define your campaign objectives Add simple interactivity to your campaigns Integrate with SMS and get results Introspect your content, tweak it! A/B Split test before sending Re-sending can improve metrics Landing page conversions

Its Q&A time

Thank you for attending

Naresh BhagtaniManaging DirectorNiche Software

naresh.bhagtani@nichelive.com

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