Track These KPIs in your Email Marketing Strategy

Posted by on Jul 10, 2020 in E-mail Marketing |

A successful email marketing campaign gets recipients to respond to your call-to-action by clicking the provided link and following your action prompts which may include signing up for a mailing list, making a purchase or downloading content from your website. The best way to gauge the performance of your email marketing campaign is to track relevant metrics so you can improve your strategy.  The key performance indicators (KPIs) in your email marketing that you should be tracking:  Emails Open Rate Open rate indicates how many recipients opened the email because they were interested enough in the content to read all or some of the email. To improve the open rate, make sure your sender name is credible, the subject line stands out, and the emails are sent at the optimum time and day. Click-through Rate   Click-through rate indicates how many people clicked on links in your email, are engaging with the content and want to learn more about your brand, products or services. To improve the click-through rate, make the email mobile friendly and keep the message simple with a clear call to action. Unsubscribe/Marked As Spam/ Complaints  Unsubscribe/Spam Complaint Rate indicates what is not working with your email campaign. You do not want your email marketing campaign to irritate current or potential clients. To improve this rate, relook content, sending frequency and make it easy to unsubscribe.  Conversion Rate  The conversion rate is the most critical email marketing KPI as it indicates how many recipients completed the desired action after opening the email, whether making a purchase, filling out a form or signing up for an event. This rate directly impacts your return on investment (ROI). For help with your marketing automation and creating a consistent content marketing plan that will improve your return on investment, contact WSIOMS. We’ll help you to create email marketing campaigns that result in conversions and brand loyalty.  Please follow and like...

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How to Adjust Email Marketing During COVID-19

Posted by on Jun 15, 2020 in E-mail Marketing |

During the COVID-19 pandemic, businesses across the globe are shifting gears when it comes to email marketing, using this platform to communicate a variety of important messages. If you are unsure of the kind of information you should include in your email marketing efforts, take a look at our guide. Useful information to share in your email marketing during the COVID-19 pandemic: Taking your business online If your business can provide products or services during the pandemic without compromising the safety of your clients or overstepping regulations, you need to communicate this to your clients. Be sure to comply with any local regulations and only provide products and services that have been approved by your local government. You will need to inform your clients of your safety measures and communicate clearly what you can deliver and how you can continue with your operations.  New communication methods and channels  Due to the nature of the situation during COVID-19, your business might be expanding to include new communication channels. If you are engaging via webinars, podcasts or new social media channels, you should let your clients know so they can get access to your content and offers on all their preferred channels.  Stand-out communications If you’re looking to make an impact, it will benefit your business to get creative with your branding or messaging during COVID-19. You can follow the example of popular companies such as McDonald’s, Burger King and Coca-Cola and adapt the visuals that will accompany your email communication to encourage social-distancing, self-isolation and staying home. Find ways to modify your branding to communicate your support for these health and safety measures. It will help you to stand out from your competition if they are sending generic communications. Communicate special offers or discounts for essential workers If your business can provide special offers, discounted prices or anything that will make life easier for essential workers, be sure to include this in your email marketing. You can include shareable images with your information in your emails and ask your audience to share it on social media so it can reach a broader audience. Even if your business only allows essential workers to skip to the front of the line, you need to share this information with your audience. Your audience members may know essential workers who deserve some special treatment and share your offers or special allowances with those essential workers.  Create special offers to encourage appropriate behaviour  If you have products or services that will make it easier for your clients to self-isolate, keep their distance and adopt better hygiene practices, create special offers around those products and services. This could include discounts on home-deliveries, special prices for protective...

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How to adapt your marketing during COVID-19

Posted by on Jun 11, 2020 in E-mail Marketing |

As has become very clear to anyone doing any kind of digital marketing, strategies and tactics need to change substantially in the wake of the COVID-19 crisis. For a long time to come, we will not be able to rely on the same techniques and approaches we used before. In fact, we may never be able to go back at all to the way things were. The beauty of marketing, however, is that it is endlessly adaptable when we set our minds to it. Here are some ideas that will help you maintain your relationship with your audience during these difficult times. Be willing to help others If COVID-19 has proven anything, it’s that none of us is in this alone. Accordingly, we can’t just carry on doing business by looking out for ourselves alone. Be prepared to make some sacrifices and to give to your clients and associates. Giveaways are always a good tactic, even in a good economic climate but there’s a distinction here: don’t offer giveaways as sales tactic, but rather as a demonstration of your social conscience, as a way of giving back when times are tough. Customers are very likely to respond to this. You may not get increased sales right away, but you will boost your brand and you will draw more followers, friends and subscribers who will think very highly of you. That will pay dividends further down the line. Invest in pay-per-click ads while prices are low The demand for paid ads has dropped substantially since the crisis hit. This means that ads are cheaper than ever. At the same time, people are spending more time online and are thus a captive audience for you to reach with ads. So you can spend less on ads and have a greater impact. If you tended to avoid spending on PPC advertising before, now is a good time to start making the investment in bidding for those ads. Adjust your payment options to boost conversions Since the outbreak started, conversion rates have taken a massive dive in most industries. People have not stopped visiting pages – the hits are as high as ever – they just don’t move to close the deal. This is understandable, of course, as people are being especially careful about their spending at the moment. So why not, meet people halfway? Introduce payment plans or discounts to help people take advantage of your offers. The people who really want what you are offering will gratefully grab the opportunity. Those who are less sure may be swayed by your willingness to accommodate them. Offer training courses As unemployment and redundancies loom large for many people, they are starting to look...

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5 ways to make your COVID-19 email effective

Posted by on Jun 9, 2020 in E-mail Marketing |

Consumers are being hit from all sides with information about COVID-19, including in the email marketing that gets fired into their inboxes every day. You have either already sent a COVID-19 email or are considering doing so, but how do you ensure that it says what it needs to and communicates your message effectively? Here are five tips that should help your COVID-19 mail to cut through the clutter. 1. Make sure the information is genuinely useful Don’t be tempted to send an email on this subject just because that’s what people are doing. Only send one if you genuinely have something insightful and relevant to say. It can’t be generic either – it should relate directly to your line of work and your customers’ interests.  2. Be concise and to the point Your readers can watch the news and do their own research – they don’t need a lot of technical information or jargon from you. Stick to the point and include only as much background information as is absolutely necessary to back up your specific message. 3. Make the content easy to skim This is true of all emails but particularly so if you want to include a great deal of background info leading up to your main message, as many companies are doing with COVID-19 emails. Many mails out there are made up of big, dense paragraphs. Nobody is going to read those. You need to cut down the text to its essentials and space it out so that readers can scan through it quickly. If you don’t, you risk losing your message completely. 4. Instead of a dedicated mail, add to your existing newsletter You may not even need a dedicated mailer on this subject. Think about whether it would really suit your business and marketing goals. You may be better served by adding a short note at the top or bottom of your usual weekly newsletter.  5. Ask for feedback If you’re uncertain about what you should be communicating to your audience about COVID-19 – or about any topic in the midst of the pandemic – just come right out and ask them. They might be overwhelmed by COVID-19 information and would rather like to hear about your products alone. Or they may not be in the mood to make any consumer decisions right now and thus, not interested in your latest business developments. Just be honest with them and they will probably return the favour. This is just good customer relationship practice. If you need more help making your COVID-19 emails as effective as possible, or for assistance in designing a powerful and impactful email marketing strategy, contact WSI OMS. Please follow and...

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Best Practices for Email Marketing During a Crisis

Posted by on Jun 2, 2020 in E-mail Marketing |

The COVID-19 pandemic has thrown the entire business world into crisis mode. Marketing functions, such as email marketing, have had to be modified to keep up with the disaster. Email marketing remains an important strategy and you still have the capacity to reach a large audience – in fact you might even have a larger captive audience, with so many people sitting at home. Here are the practices you need to adopt to keep your email marketing relevant at this time. Always acknowledge the crisis Don’t try to pretend the crisis isn’t there and just blithely go on promoting your product. Acknowledge the situation and work it into your content as far as is possible. Data indicates that people are opening and reading more emails than they were before the crisis, particularly those that mention COVID-19. Relook your automated emails If you have been sending out automated emails since before the crisis began, take another look at them now and ensure that the tone and content is still appropriate. You don’t want you audience to think that you are out of touch or insensitive, simply because you failed to updated your automated mailers. Assess the atmosphere Watch what your competitors and marketers in unrelated fields are doing. Look up great and poor examples of email marketing and emulate where applicable. Be sensitive and do not try and leverage fear While you do want to acknowledge COVID-19 and demonstrate that you are working around it and are being conscious of its effects on your audience’s lives, do not stretch your mentions of the pandemic (or any crisis) to instil or leverage off the emotion of fear. It’s all too easy to do – especially in certain industries – and it must be avoided. You will find that your brand and your sales will all the better for keeping a positive tone and working to provide an antidote to fear. Do you need help formulating a top notch email marketing strategy? Contact WSI OMS. Please follow and like...

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5 Email Design Trends for Your 2020 Marketing Strategy

Posted by on Apr 9, 2020 in E-mail Marketing |

The benefits of using email marketing in your 2020 marketing strategy are that this type of marketing can be highly targeted, customised to reach your intended audience and the performance is fully measurable.  Refresh your 2020 marketing strategy with these 5 email design trends:  1. Adopt AMP AMP in an email allows the recipient to respond to a survey or complete the purchasing checkout process from the email itself, without being redirected to the landing page of a separate website. Users can even fill out forms and subscribe to a service from the email itself.  2. APNG Animations GIFs will always be popular, but in the coming year, animations will go a step further with high-resolution APNG images. APNG animations fill the whole screen with a visual image, allowing no space for distraction. 3. Gamification The use of gamification in emails prompts the recipient to play a game within the email, without leaving the inbox at all. The reward for completing the game would then be incentives such as discounts or something for free.  4. Minify Email Design The trend to minify email design has the value of highlighting the purpose of the email, instead of overwhelming the reader with unnecessary clutter. Minifying consists of ample white space with illustrations that present a monochromatic effect.  5. Typography Nothing makes a reader exit an email faster than the first perception of ‘another boring email’. Industry development means more readers can now view web fonts in their email, giving scope for the use of different fonts. One can even send emails with no imagery and only bold typography.   Email marketing is one of the lower-cost marketing solutions. WSI OMS in South Africa can help you build interactive relationships with existing and prospective customers. Contact us to find out how email marketing can maximise your customer retention rate.  Please follow and like...

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