95
once they reach the landing page. Do they immediately hit that CTA and thus convert? Do they
navigate to the homepage first, and then the conversion happens there? What is the
abandonment rate, i.e. the percentage of those who visit the landing page, but leave without
being converted? All of this together helps you figure out how conversions happen, allowing
you to use this recipe to boost your business success.
You will need assistance for tracking the clicks and their path, as well as to compare rates
between several metrics, which is why you will need to use tools.
Using an email marketing tool
There are numerous email marketing tools available on the market, but the suggestions are a
part of a different chapter. What is necessary to highlight here is that tools offer features, that
can be more or less alike, but monitoring email traffic is usually one of those features available.
Since monitoring is one of the important tasks in email campaign management, you will often
see this option integrated.
Most tools track opens and clicks. Those are two basic metrics that will help assess email
deliverability, but to focus on conversions, you will need more data. Email analytics available
with email marketing tools can also include:
• Integration with Google Analytics
• Link tracking
• Goal tracking
• Tracking opens
96
With these options, you can fully explore the potential of email analytics and how the data
about the conversions allow you to design even more effective campaigns.
Google Analytics advanced segment
Google Analytics provides a variety of features and options for monitoring website traffic. With
these insights, you can explore and improve many different aspects of your online marketing,
including email marketing campaign.
You should create an advanced segment to analyze the performance of email marketing. A
segment in Google Analytics dashboard is a portion of traffic filtered based on certain criteria.
You still get the full range of the data this tool provides, but with this segment, you only isolate
a portion of the data. In this case, since analysis of email marketing is the subject, you will need
a segment that isolates traffic coming from emails.
Click on the option + Add segment.
You will notice that there are some predefined segments, based on different criteria, such as
new users, mobile traffic, etc., but there is not one for email traffic. Then find the button + New
segment and click on it.
97
You will gain access to the numerous settings allowing you to segment traffic based on desired
criteria. Since you want to focus on email traffic, i.e. the traffic to your website that comes from
emails, use the option Traffic Sources. You will need to choose “exactly matches” for Medium
and then type the word “email”. As soon as you do this, you will see a quick summary of the
traffic and how the stats look like when this segment is applied. Before you save your settings,
make sure you add the segment name. This is especially useful in case you have several active
segments.
98
The new segment you have created will be visible at the top of Audience Overview, a default
page loaded when you log in to your Google Analytics. This allows easy access and it is also next
to the All User segment, which has no active criteria, meaning it shows the full scale of website
traffic.
Email campaign tagging
The other option for monitoring the performance of an email marketing campaign is through
campaign URL tracking. Google offers a tool to track custom campaigns in Google Analytics. All
you need to do is provide information about the campaign, after which a URL will be
automatically generated for you. To access the Campaign URL Builder, use this link: https://gadev-tools.appspot.com/campaign-url-builder/.
99
Add the website URL and the campaign sources in two mandatory fields. You could add other
information as well, even though the other fields are optional. For the campaign medium,
choose “email”.
Once you have this code, you will need to embed it into your email. Then, you will be able to
see the analytics data when someone click on this URL. This is very helpful for tracking
conversion and thus analyzing the influence of email marketing campaign.
100
Why is conversion tracking important?
Understand your influence
Conversions show you how effective and engaging your campaign is. Knowing about the
influence you have among your subscribers can tell a lot about your own business, about your
mailing list, about your approach and finally about ways you could improve the results. Creating
an influential brand is not an easy task, and it requires many departments in your company
working together, but the special significance of email marketing is in the fact that your
influence is built privately, with each subscriber individually.
It may be the communication with those that are already your customers or those interested in
becoming one. Your goal, as an influential sender is to establish a successful communication
with both groups and to keep nurturing this relationship.
Calculate ROI
Each business strives to gain profit through different marketing campaigns, which includes
email marketing as well. Tracking conversion allows you to measure the success of email
marketing and gather data that will show the impact of your efforts on your business. Your goal
should be to maximize ROI through email conversions because this way you maximize the profit
for your company.
Since conversions are trackable, and they can even have a monetary value, this makes ROI
calculation so much easier. You need to compare the outcome, i.e. the number of conversions
or conversions value, to the investment, i.e. the budget needed for the organization and
handling of the email campaign.
Improve your results
Conversions are a great way to determine the campaign success. Unlike other email marketing
metrics, such as open rate, that are not completely reliable and that do not directly reflect the
results, the conversion rate is a metric that directly measures success. As a result, you get
actionable data for improving the campaign. Low conversion rate indicates that the campaign
needs improvements, which are best detected with A/B testing. A high conversion rate can
show the recipe for a successful campaign, which can be used for other campaigns in the
future. Together, these contribute to better results of email marketing.
101
How to increase conversions?
When you think of a conversion, you think about desired actions you want users to perform.
Your goal with email marketing is to refine your strategy in order to maximize the number of
these desired actions being completed. Optimization of email design and A/B testing are things
that will help you with increasing conversions, and so are these.
Subject line that engages
Numerous studies over the past years have proven the fact that subject line has a tremendous
impact on campaign performance, with more than 30% open rate depending solely on these
few words. A subject line is what encourages people to open your email. It needs to be
engaging and catchy. Since conversion rate is related to open rate, as the opening has to
happen first, with possible conversion to follow, one of the starting points in increasing
conversions is modifying the subject line. There is no universal solution for the best subject line,
so A/B testing is a recommended option.
Having your email opened is a path towards conversion. It is followed by stunning email
content.
CTA that inspires
In the focus of the email there is a CTA. A button or a link that invites the recipients to click on
it. The goal with CTA is to inspire as many clicks as possible, which will take the recipient to the
landing page. When it comes to increasing conversions, the more clicks mean more potential
conversions. This is why you need to pay attention to the text, color, formatting and position of
the CTA inside the email body. Again, A/B testing could be a way to go for, experimenting with
different variations.
Landing page that converts
At the point where the email recipient reaches the landing page, you will notice a significantly
lower number of them in comparison to the number of addresses the email was delivered to. It
is a natural process that the number of users decreases as the moment of a conversion
approaches, with each phase of the sales funnel. As with all prior stages, a landing page is a
place where you either lose or gain customers. Obviously, your goal is to gain them so you will
need a landing page that converts.
Landing page, or lead capture page, is where you want users to take action, i.e. convert. There
are many types of landing pages, depending on the industry, the type of audience or products,
the business goals, etc. This means that there are no universal instructions for creating a
102
perfect landing page, but there are things you need to consider when designing one, as those
impact the power the landing page has in terms of conversions.
Effective headline
A headline is at the top of the page, and it represents one of the essential aspects of the landing
page, together with the CTA. This is where you need to grab user’s attention. A good headline
should be descriptive, telling more about the offer, product, event, etc. An effective headline
also has to grab the attention of the reader. It should be something they can identify with, it
should be engaging, remarkable and attracting them to learn more. When we consider visual
aspect, formatting is also important for an effective headline. It should be easily noticeable,
which you can achieve with different color and large fonts.
Brief description
A reader’s attention span is short, especially nowadays, when people interact with too much
content on a daily basis. You literally have a couple of seconds to attract the attention of the
reader, so get straight to the point. There is no need for too many words. Instead, be concise,
but make sure you provide enough information. It is similar like with a headline. You need to be
persuasive and engaging to get readers interested. Unlike with headline, a description can be a
bit longer, but try to keep it simple and short as much as you can. The goal with the description
is to offer more information about the offer and a reason for the reader to click on that CTA.
Not understanding your headline or what you offer is might be a reason to lose lots of
customers, which is why this description should be composed in a way that appeals to your
target audience. In the same time, it has to be informative so that even the first-time visitors
can exactly understand what you offer.
Prominent CTA
The second thing on the landing page that deserves full attention is the CTA. This button is
where conversion happens, regardless if that is a download of a free material or signing up for a
membership on your website. This is why CTA needs to be prominent so that no visitor will miss
it.
Impressive layout
The visual aspect of the landing page is very important. This has to be a beautifully designed
page, with a custom design for that particular page. It has to be well-organized, with each
section being carefully placed so that they do not overlap and thus disrupt the user experience.
It also has to be accessible and adjustable for all devices. The layout also refers to the use of
103
images, fonts, text bubbles, logo, etc. and anything that can help you provide necessary
information with an impressive design.
Boastful testimonials
This is not something you should highlight because you want to keep the description brief, so
leave the testimonials for the end of the page. However, feel free to include them, because
they can encourage those visitors who are a bit indecisive about clicking that CTA button. These
can include comments from the previous customers, the list of customers, etc. This kind of
recognition helps you build your own reputation, and thus it can help with conversions.
Other things to consider to increase conversions
These are other things to consider when it comes to increasing conversion and those include:
• Timing it right – Even though there is generally no perfect time to send an email,
analyzing past conversions might help you find that sweet spot, the time when you
are most likely to convert customers. It can be a specific day of the week, a
particular time of the day, or perhaps after a certain event. This can help with the
conversion rate, so make sure you explore email marketing statistics with this idea in
mind.
• Improve email design – Email design is a very important part of increasing
conversions, so you should explore different ways to optimize the email layout to
get the most out of it. (Chapter 6)
• Pay attention to other things to do and things to avoid – There are general things to
do and avoid if you want to improve the success of your campaign. These refer to
both email deliverability and conversions, so explore different suggestions to see if
your approach needs a bit of refinement. (Chapter 7)
104
12
Email Marketing Tools
105
12. Email Marketing Tools
There are a lot of email marketing apps and tools on the market. Some offer a simpler
dashboard with a limited number of options, which are a great solution for small companies,
personal blogs, etc. For e-commerce websites and larger companies, more advanced options
are necessary, in which case you should consider an advanced email marketing solution. A lot of
tools offer the most basic options for free, while advanced settings are a part of a payment
plan. Limitations, and thus distinctions between plans, are usually displayed through the
number of emails you can send per month and the number of email addresses you can add to
the mailing list managed through the software. Again, these factors are something that will
determine the solution you are going to choose.
TinyLetter
This software is known for its simplicity. It is perfect for sending newsletter emails, updates and
similar emails, which is something smaller blogs would benefit from. This is not a solution for
businesses that want to go ahead with email marketing because advanced customization and
settings are not included. The software offers a custom background and a few options for
branding and customization. There are no templates or advanced settings.
With TinyLetter you can send unlimited number of emails per month to a list of 5000 email
addresses. The tool is free and there is no possibility to upgrade to a paid plan. In case you want
106
to upgrade, you can do so by signing up for one of the MailChimp’s plans, as the same company
owns both tools. The contacts are directly transferred from TinyLetter account when you
upgrade.
MailChimp
MailChimp is one of the most popular email marketing platforms. It offers a variety of tools,
suitable for both small companies to big websites. It is particularly useful for online stores,
because of e-commerce integrations, targeted campaigns, etc. Other features include campaign
tracking, segmentation, A/B testing, automation, integrations with WordPress, Facebook,
Twitter, etc. Advanced analytics is also available, with data about email deliverability and the
option to integrate Google Analytics and campaign URL tracking for even more insights. The
platform itself is quite straightforward with drag-and-drop features that help you design your
own email. Ready-made templates are also available making the email design quite quick and
easy, using the existing elements, as well as your own visual content, such as images, CTAs,
graphics, etc. to completely customized your email campaign.
The “New Business” plan is the basic plan perfect for new businesses. This plan is free and it
comes with the limit of 2,000 subscribers and 12,000 emails per month. This is everything you
need to get started and learn more about the platform. This way you can make sure that this
particular tool is something you will benefit from before you decide to go for a premium
version. If your business goes beyond these limits, you can choose “Growing Business” plan
(starting at $10 per month) or go for “Pro Marketer” plan (starting at $25 per month and
additional $199 for pro subscription).
107
GetResponse
GetResponse is an all-in-one platform, which combines email marketing features, with landing
page design and marketing automation. This kind of combination of tools makes it a great
starting point for businesses looking for ways to grow and expand their reach. The most
important features in terms of email marketing include email templates, auto-responders,
advanced segmentation and analytic, A/B testing, etc. List building program helps with growing
a mailing list with web forms and import feature. When it comes to email design, a drag-anddrop method is used, apart from which, you also get access to the image editor, landing page
templates, etc. Real-time activity tracking, subscription statistics, goal tracking and other stats
will help you understand your subscribers and the success of your email campaigns.
There are four pricing options, starting from the basic one with 1,000 subscribers, email
marketing and marketing automation basic features and 1 user for $15 per month. “Pro” plan
comes with 5,000 subscribers and additional automation features for $49 per month. If your
business needs are even larger, choose “Max” plan, with 10,000 subscribers and advanced
features for $165 per month, or “Enterprise “option, starting from $799 per month, with all the
available features, 100,000+ subscribers and 10 users. There is a one-month free trial.
108
Campayn
Campayn is an email marketing solution for small businesses. The software comes with email
design features, follow-up emails, detailed reporting with the ability to track responses and
clicks, sign-up forms to be embedded on your website, etc. The main reason why this is a small
business tool is because it lacks advanced tracking, segmentation, and analysis, which are
essential for large companies.
All of the features the tool offers are available with each pricing option, starting from the free
account, with a limit of 500 contacts and 20,000 emails, with one follow-up email and basic
reporting. The price of the software is determined by a number of contacts. Multi-user is also
available as a paid option, otherwise, the tool comes with a single user account.
SendLoop
SendLoop is a digital marketing platform combining email marketing, marketing automation
and email gateway in a simple-to-use platform. The most important features include email
templates and builder, email delivery infrastructure, reporting, mobile solution, marketing
automation, integrations, list management, etc.
109
There are multiple payment plans available with unlimited email delivery for each plan. The
price starts from $9 for 500 subscribers and it goes up as the number of subscribers increases.
FreshMail
Here is another tool that comes with a free limited account. This kind of tool is very useful for
newsletters, with its templates, auto-responders, and campaign scheduling. It also comes with
opportunities for A/B testing, transactional emails, etc. The combination of these features
allows you to grow your business through the interaction with subscribers. Email marketing
automation, Google Analytics integration, targeting, segmentation and personalization are also
features that make this tool quite handy in your everyday business.
110
For frequent senders, payment is based on the number of subscribers, with 500 subscribers and
2000 email per month being a limit for the free membership. Paid membership starts at $14 per
month with up to 1000 subscribers and unlimited sending. There is also a payment option
where you pay as you go, meaning you only pay when you send emails, which is suitable for
those that do not send emails on a regular basis. These plans start from $30 for 5000 emails.
Campaign Monitor
Creating custom and yet effective email campaigns is an essential part of email marketing, and
with Campaign Monitor you get access to hundreds of pre-designed templates, as well as a
drag-and-drop builder to customize them. Signup forms for your website are also available.
When it comes to analytics, you get access to real-time, interactive data for each campaign,
which allows you to evaluate their performance. Integrations with major e-commerce
platforms, CRM and websites are available.
Payment plans are generally divided into three groups, basic, unlimited and premier, starting at
$9 for 2,500 email limit and 500 contacts. However, each plan offers an opportunity to expand
the number of contacts you are reaching out to, which is additionally charged. It is free to
signup for the service and to design a campaign, you only pay once you decide to send your first
email, which is a great opportunity to test the tool and see if it would be a good addition to
your business strategy.
111
Marketo
Here is another all-in-one marketing software, offering applications for marketing automation,
account-based marketing, email, mobile, social, digital ads, web, marketing analytics and
predictive content. Having such a tool that combines all the most important marketing tasks is
really helpful and makes the job a lot easier. Besides managing an email marketing campaign, a
set of all the features Marketo offers allows an opportunity to create and manage a complex
business strategy.
The packages are divided into bundles and the email marketing bundle includes email and
landing page creator, intelligent nurturing, A/B testing, audience segmentation, forms and
progressive profiling, automated workflow, etc. Unlike some other more simplified versions of
email marketing software, this one is surely enough to provide even the most experienced
marketers with a platform where they can explore the full potential of their business. There is
no clear pricing for the email marketing bundle, but it is based on the number of contacts in
your database. To learn more about the packaging and about the pricing, you will have to
contact their sales department.
Sendicate
Sendicate represents another simplified version of an email app, but it is quite enough for
regular email campaign. Along with the possibility to track results, manage and segment the
database of subscribers, this tool provides enough options for campaign management. The
interface is easy to use with a few predesigned templates, as well as a full set of tools to create
your own custom email layouts.
112
All of the features with 500 subscriber limit are available with a free account. This account also
comes with 1000 monthly limit for the number of sent emails. If you choose one of the paid
accounts, starting from $9 per month, you get unlimited number of emails per month, and the
number of subscribers increases with each plan.
Litmus
Litmus is a web application that integrates with email providers such as MailChimp, Campaign
Monitor, etc. The purpose of this tool is to design, optimize and test emails using advanced
options. You get access to a code editor built for email, which basically allows you to create
your own custom email from scratch. Other features include checklists to monitor
performance, spam testing with major spam filters, email analytics, and community. With
instant email preview, you get to see a preview of the design across more than 50 apps, which
helps with optimizing email in a better way.
113
There are four payment plans, starting from “Freelancer” plan priced at $79 per month. Each
plan comes with a 7-day free trial and 200 email previews available during the trial period.
Hubspot
This platform is perhaps the most advanced tool of them all, as it comes with an impressive list
of features and tools that are particularly designed to help marketers in the management of
their tasks. When it comes to email marketing, you will need Hubspot’s marketing software
which includes features like content optimization, email marketing, custom workflow, goalbased nurturing, marketing automation, A/B testing for CTAs and emails, event-based
segmentation, predictive lead scoring, etc. These kinds of features can really help you take your
business to a next level. Hubspot is generally recommended for medium to large business, due
to the type of features the platform offers, as well as due to the costs.
114
There are three payment plans, starting with “Basic”, available at $200 per month. All Hubspot
plans are billed annually and all include onboarding fee, starting at $600 for the “Basic” plan.
There are many more email marketing tools you can find online, and it is worth exploring them,
the features they offer and how your business can benefit from those features. The bottom line
is: a tool is something you use to assist your marketing efforts. It does not need to be advanced
or pricy if that is not what you need. You should adapt the tool to your business needs. Then
define the goals and the features you need an email marketing app to have for you to achieve
those goals. In the end, you could test the tool by watching a demo or a review, or you could
even sign up for a free trial if the platform offers this as a part of their service.
115
13
Email Marketing
Automation
116
13. Email Marketing Automation
There is no doubt that email marketing requires constant attention. You should keep
monitoring everything, even if the campaign is up and running. However, the process of
sending emails involves communication on two levels. First, we have a one-to-one
communication with a customer (or potential customer). It could be an inquiry about the
software, request for a refund, collaboration proposal, etc. These emails require you to devote
your time and address this specific issue. On the other hand, we have a communication on a
large scale, where a lot of tasks can be automated.
What is email marketing automation?
The concept of automation in email marketing refers to the usage of software for automating a
certain type of tasks, that use predefined forms and are caused by specific triggers. The tasks in
this group are repetitive and time-consuming. In the purpose of being efficient and focused on
other creative tasks, a lot of businesses nowadays use email marketing automation.
When you want to automate a certain task in email marketing, you will have to start with a
tool. Choose a platform you want to use and define the tasks you want to automate.
Have in mind that automation is based on triggers. Triggers are actions that lead to a certain
event. For example, when someone buys a product in your online store, they get a receipt to
their email. This is an automated email, which was triggered by the act of purchase.
Here are a couple of automated emails along with their triggers:
Welcome email
A welcome email is triggered by a subscription to your blog. In this email, you take the
opportunity to thank the person for subscribing and to introduce yourself and your blog to the
recipient. Depending on the industry, you could offer instructions on how to find content on
your blog, how to participate in the community, etc.

 

117

Daily (Weekly) digest

This is also a form of email that is efficiently automated. It is possible to set a particular time frame for

the blog updates to be sent out and it will be able to create an automatic list of the most recent blog posts. This is a great way option to

Keep in contact with your customers on a regular basis.

Re-engagement email

The primary reason for this would be an unsubscriber who is not active. Your concept of marketing via email

Automation is the process of staying in contact with your target audience via these messages, and should the activity cease

When the trigger has been activated (by the absence of a long time from activities, submission of a website for example, etc.) you can make an

automated message that tries to get this subscriber’s attention.

Event email

If someone signs up for an event you’re planning, it could result in a sequence of event-related email messages to send. In the beginning, it might be an acknowledgement of attendance (or an electronic ticket).

Then , you can forward the official schedule or instructions regarding how to get there. the location.

118

Finally, once the event has concluded You can contact us for feedback, suggestions,

suggestions, etc.

Shopping cart abandoned email

The goal of this mailer is to alert recipients of the items they’re interested in.

However, they haven’t yet purchased. The trigger in this scenario it would be in which someone buys

products added to cart, but then leave without making the purchase.

Upsell email

This email is intended for clients who have been customers before and by sending this kind of email, you’re trying to

suggest (or market) an alternative product or service in light of the prior purchases. It may

may be the exact product that has the same discount, or it could be identical in some way to one that they currently have

already purchased, etc.

Follow-up email

A follow-up email can be generated through a variety of actions like an order that is successful or

download, attendance at an event an event attendance the survey or step in your

online course, etc. By sending this email, you confirm what happened and create an online course, etc.

connection to the connection to the.

These are the most popular types of emails as well as their triggers. However, there are more

varieties and variations, which are mostly defined by the kind of business you manage. For instance,

There could be an email initiated by a person who has visited an individual page, and then getting to the end of

The sales funnel is based upon metrics of the customer, etc.

It is not wise to consider each one emails as great option as the purpose behind the email is to send you an email.

Marketing automation helps automate the sending of emails that you normally send out manually. There isn’t any

It is essential to implement all the suggestions and create many emails and triggers since you will need to use all of the ideas and triggers.

The main purpose of this strategy is to build relationships with leads and stay in contact with them.

119

The importance of automated email marketing

In the context of the marketing of email, automation is an immense significance. In reality, email marketing is an important part of it.

Marketing is a sector that makes use of automation the most. this is the reason.

It reduces the time spent

The primary advantage of automating is that it reduces time. Emails are a vital component of

Doing business online, you must incorporate these strategies into your business plan. Imagine what it could be like

You could create all the emails manually! When you’d have 10 customers you could possibly succeed.

But you’ll need to be on the internet all day long and take action as soon as you spot an act that you think is suspicious.

A certain template triggers.

Through an automation platform you’ll have three responsibilities:

* Create email templates

* Set triggers

* Monitor

The three tasks listed above are vital to your email marketing strategy But they’re only done at once.

Monitoring requires continuous monitoring of how things are progressing regardless of

The templates require improvement or if triggers are functioning properly. These tweaks can help

You can improve your strategy and create a more efficient strategies. While doing this you are able to improve your strategy and make it more effective.

120

You are in contact with your subscribers without any effort on your end. Because a great

The relationship with your subscribers is crucial to making the most benefit from email marketing. You will

Discover the many benefits of automation for email.

It helps you stay in order

Your business might keep you occupied quite a bit. And, of course you can’t have only one thing you can do, then it is not the best.

Of your everyday activities, aside from the usual tasks like social media, paid ads of your daily tasks, aside from paid advertising, social media, etc. It is normal to feel overwhelmed by the demands

Overwhelmed and overwhelmed with a huge amount of information. It’s hard to keep the track of everything and this is

another reason to utilize automation.

With triggers and templates set up, you can be certain that the right emails are getting to your

Subscribers, even if are totally engaged in another activity. Marketing automation can help you increase your number of

Tool, you can organize everything in one place, and when you’re ready to focus on your email strategy you

Simply go through the information and evaluate the effectiveness of your method.

It enhances the bond

The process of registering subscribers on to your list of subscribers is just one aspect of the process. The goal is to get the list together.

A good idea is making your customers part of your community to increase sales, and thereby increasing the number of visitors to your web site

visitors, etc. For this to be successful visitors, you must be focused on the relationship you have with your

subscribers and increase the quality of subscribers and enhance. Regular communication that is made up of templates created by automated systems can be improved for subscribers and increase the number of

Still, it’s better than having no communication even.

Informing your subscribers about the latest information, events, promotions such as. You keep

the interest of your customers in your company. In this way, you can keep them informed about your business and

Increase brand awareness. This is an essential aspect of marketing online in general due to the fact that it can

There will be other products out there, so you should be sure to maintain your

customers are happy and engaged the place they are. building a lasting relationship with

Email communication is a great method to build the loyalty of subscribers.

It helps your business grow

Overall automated email marketing can help increase the efficiency of your company’s performance. It also helps you save money.

the time needed to invest in more challenging tasks creating a strong rapport and

optimizing your efforts. Together, they are the factors that will allow you to make the most of

the full range of email marketing that allows you to grow your business by using this method.

In conjunction with other forms of marketing online that include content marketing and social media marketing

marketing it is a technique that will yield excellent results over the long haul that will allow you to make the most of you can benefit.

Businesses will gain.

121

Automation can aid in growing sales because it helps strengthen the relationship between business and customer and, as such, it can help increase sales.

It’s always a good idea to include it as part of your routine business activities. When it comes to how email can be used

marketing automation could be connected to other forms of marketing. It is important to not forget to mention websites.

traffic (SEO) content promotional (content marketing) as well as the promotion of social networks (social media

marketing). In addition, combining all of these benefits will create immense impact on your business

general.

Automation can also assist you in learning more about your company. The analysis of data can help you.

let you know more about your readers, their habits and the how they react to your posts,

products, etc. You’ll discover which approach is most effective, and also what the best way to use it.

The communication you make helps build your online image.

Automation of marketing emails

Marketing automation via email is a strategy you create to utilize this method as a method of

enhance your company’s performance. Before you can begin your business, you must set the goals you want to achieve. The goals will define

What are you trying to achieve by using automated email marketing. Are you looking to make improvements to

relationship? Do you wish to boost sales?

Similar to conversion goals, the end goal is not identical for everyone that’s why you should look into

Your business and identify what opportunities you think you might be able to create using your email marketing

automation. In the end, the plan should produce:

There are more sales possibilities

* Eliminating the sales funnel

* Increase in revenue

• Keeping sales at a minimum. opportunities

Once you’ve established your goals then you need to begin preparing for automation of emails. This

includes:

* The decision of which tool(s) you’ll be using

• Identifying the relevant metrics to the accomplishment of the goal

* Determining strategies to generate leads

* Audience segmentation

* The process of designing your first email

122

All of these tasks were further examined in distinct chapters in this book as well as in the chapters that follow.

Naturally, follow the steps to making a successful email campaign. In this instance, using automation to

mind.

Once everything is in place, and it is time to turn on the automation feature activated some of the job is completed. As

however tempting it may be to just sit back and enjoy the outcomes, it isn’t a passive process in the course of

strategy development. Monitoring is an area in which you must monitor the data,

email performance, website traffic, etc. To make sure that your plan will be successful you’ll need

To ensure that the plans run as been planning.

In addition to analyzing automated emails Additionally, you must evaluate the list of mailing addresses, and how it’s been used.

The segmentation is properly done. The tool you’re using may or may not provide all the features.

features you need. When your company expands and expands, so do the demands to manage your expanding

mailing list. If you have missed out on opportunities and require additional information and features, please join our

may help you refine your plan, and may be it time to look at shifting to a different strategy

or completely altering or even completely changing the platform you use to manage your emails.

Why is it not advisable to make use of automation?

Although automation can be beneficial in marketing via email however, there are instances where it’s

It is best to stay clear of it as it does more harm than good.

Your customers are real As therefore, they are real people with real requirements, requests questions, concerns, etc.

However, one of the goals of automation is to anticipate these, and then use expertly developed triggers for this

The reason is that sometimes it’s impossible to know the future.

For customer service, you could automate a particular section of the email

letters, like how to request an refund, or how to end the service, etc. But when

When you receive an email containing an actual issue the recipient has to deal with, don’t just make an email to the subscriber.

Template, thinking that can solve the issue.

Communication via email is one of the ways to communicate with people, but above all. When you are using too much

Automation, you’re going become an automated machine, which could completely degrade the

bond you’ve tried to save. Certain situations require that you respond.

individually by phone, spend the time to create a customized answer for the subscriber, rather than choosing to write a generic answer.

The templates that are pre-designed. In situations like these that you’ll benefit from

Improve your communication skills and create an even greater degree of loyalty.

The conclusion is that automation of email marketing can be a great option to add to your

email marketing efforts. It is a great way to reap many benefits just by maintaining the same routine

Connection with your subscribers. This connection is essential to your business’s success because

123

Engaging your subscribers is a sign that they’re interested in engaging with you as well as

In the end, we will do business in the future.

Although automation is based on the use of templates to interact and interaction, it’s a good idea to have templates.

never lack personalization. Indeed, the deficiency of personalization can severely affect the efficiency of the company.

of automation , and can will result in a useless of automation and can lead to a futile. Even though emails are automatically generated, they could be

Make sure to personalize them with:

* Addressing subscribers individually by using their names from the database

• Segmenting your audience so that they can only send relevant messages

* Sign off the email with your name (signature image, signature, contact information and so on.)

Utilize these strategies, along with other strategies to create more effective emails. So, your recipients will feel more comfortable.

unique when they get the email you send them, regardless of whether it’s an automated message.

124

14

Email Mobile

Marketing

125

14. Email Mobile Marketing

Mobile devices have revolutionized the way we communicate and seek out information. This is no longer the case.

Why do people spend hours at their computers, since mobile devices have evolved

in a manner that everything needed can be found using the internet on a smartphone in such a way that all one needs is available.

In addition, the growth of various apps for instant messages has brought this feature as a

New ways of communicating. The total dominance of mobile phones has surprised us all as well as

The number of statistics has increased in the past few years, to the point that the market share of mobile phones has been able to take over the market share in

the internet’s total traffic.

In this context it is essential to analyze the effect of mobile marketing via email. Certain

estimates suggest on the potential of email will be the most effective method to connect with online users

will gradually decrease as social media takes over. However, these forecasts were not realized.

Marketing via email is one of the most effective methods to connect with customers on the internet. In actual fact,

using a mobile phone makes email even more accessible to people, and has led to higher the rate of opening emails on

mobile growth.

“Mobile accounts for 55% of all email openings. Apple iPhone is the most popular position with 33.84 percent of all

is open, with Gmail is an uninspiring second, with 17.63 percent.”

126

Source: https://litmus.com/blog/webmail-increases-to-29-for-november-email-client-marketshare

Mobile email optimization to optimize your email

As mobile-related aspects are something that has become an integral element of marketing via email It is

important to consider the ways in which this impacts how you approach the design of traditional email campaigns and

monitoring.

127

The method of adapting to this mobile reality is known as mobile optimization. It was first introduced

Web optimization meant that webmasters had to alter their website’s design with the help of web optimization. This meant that they had to change their website design

so that it is easily accessible in a way that it is easily accessible via so that it can be easily accessed via. Even though, at one time it was

An improvement suggestion for the performance of the website Mobile optimization is an option for the moment.

The requirement is a must to be met, in conjunction with Google considering this to be one of its ranking factors.

In the case of email, the scenario is the same. An optimized email for mobile devices is essential

Part of your part of your. It is important to keep in your head the following. Subscribers use a specific

application for opening emails for mobile devices. Instead of a browser that they employ on their computers and it is an app for opening emails on mobile devices.

Mobile devices, with apps has become an easier method to check email.

You are contemplating ways you can improve your email marketing to improve conversions, and your you think about how to optimize your email to increase conversions and

Deliverability is crucial, and it is essential to think about mobility optimization in the primary aspects that can impact

is now an integral part of any email marketing campaigns.

Mobile-friendly design

The mobile-friendly design of email is a style that is accessible on mobile devices. Some emails

They are programmed in that they can not properly displayed on mobile devices. They are coded in a way that they do not display properly on mobile. This is because the code was written in a way that they cannot be displayed properly on mobile

The width of the email is exactly the same as the desktop, but with the text being so small that it’s impossible to read.

Read it.

The 320px width is usually advised for mobile devices because it’s the size of the phone’s screen.

portrait orientation. Keep your email width to less than 600px is an excellent option to keep your email in a

Make sure that the email appears correctly when using mobile gadgets, there’s no requirement to zoom in.

Thus, you should allow email width to adjust according to the dimension it’s displayed on. This

The way your email is adapted to the specific device. Users on mobile devices will receive an email that is optimized for mobile devices.

Mobile devices have an attractive design. users on desktops will receive an email version that’s

It is adapted to desktop. The size of the font should also be something you should consider when you are deciding on font size.

optimizing your email for mobile devices.

Single-column design

Multi-column designs can be a great method to arrange some of the segments in your email

Campaigns, it is best to not use it for mobile-friendly email campaigns. To ensure that your email is mobile-friendly, move to a single-column layout in which each segment will be a follower to the next.

128

The most important thing on the top

Since single-column designs are recommended it is recommended to include the most important information.

things that stand out. For instance, images and catchy names are typically the first thing that a recipient will notice.

you will be able to see the email once it will be able to see once the email has been you open the email. The single column design assists you achieve three objectives:

* You emphasize the most essential things first.

Make sure the recipient doesn’t ignore the offer.

Your email will look better and is more organized when you open it on mobile devices.

Image optimization

The loading time has a significant influence on the open rates and, eventually, on conversions, images

They are the exact element that could increase the time required to download an email. This is precisely the reason why it takes longer to load an. In addition, many

Many mobile users utilize 3G, or even slower connections of mobile users, meaning that load time could be

prolonged.

129

The most effective solution would be to code to allow smaller image loading on mobile devices, and

bigger ones to be used on a larger desktop.

130

131

Since certain ISPs automatically block loading of pictures, it’s advised that you

The image is loaded with the an ALT attribute. In this way, you can load text even if the image isn’t, and it might

Give more information on the image.

Beware of images and graphics that contain minor specifics

In addition to the dimensions of the image the content is also important. Even if you have everything in place

Optimize the image and it loads very fast You could be unsuccessful with this method of marketing via email.

Simply because they cannot be able to see the small details of the image, simply because the viewers cannot see the tiny details of the. So, it is important to

always go for larger details, objects, etc. If you need particular image, but do not

If you aren’t sure what it you’ll look, run an initial test campaign to check the mail appearing on your phone. Additionally,

Certain email marketing tools let you preview your email an email preview when you’re designing the email, and this could be helpful.

Also, it can be useful.

Name of the sender that is familiar to you

If they see a familiar face in their inboxes, recipients are more likely to click to open the mailer.

email. It is recommended to ensure that the field in the email has your company name. Beyond the click on the email, this

These kinds of strategies have an effect on the brand’s awareness.

Short subject line

If you are thinking about an issue line with regard to mobile phones and mobile devices, you will find the most effective techniques for

creating a Subject sentence (Chapter 6) is still relevant. But, what you have to be aware of is

subject line length. Inbox on the desktop displays around 60 characters, but not when it is

for mobile users, the number characters displayed in the preview ranges from 25-30.

This implies that if your audience is more likely to use their mobile device to access their email,

Be sure to keep your message short. In this scenario you will need to include keywords in

on the front, to ensure they’re considered previews of the inbox, regardless of you are in the middle of the subject line

is cut off.

Text for the pre-header

The text is beneath the subject line which shows a preview the body of the email. However, it’s not.

in a lighter shade than the sender’s name or the subject line. This makes it more difficult to spot, and some

users still read it. Therefore, use this additional paragraph to inform additional information about your email to

provide a kind of background to your message, and increase the chance of receiving your message.

checking their emails.

132

CTA button size

When you are able to master the most effective methods of creating the perfect CTA to your email marketing campaign regardless of

If you select the image CTA or you choose a link, ensure that the CTA is:

It is clearly visible even on the tiny display of a mobile. It is recommended to include

The CTA at on the upper left corner of your email, to ensure that all users will be able to see it.

It’s big enough to allow people to tap it.

* Separated in a manner that leaves enough space to be able to easily

Tap on it without accidentally hitting another link.

General recommendations for a better design

When you consider the design of mobile emails it is essential to improve each aspect of these

that affect conversions and open rates, keep the mobile user with mobile users in mind. If you are continuously

Consider mobile users in the context of the way that certain email components might appear to them. you’ll

Find a strategy and approach that is adapted to your company’s needs. Like always, you must

the best way to come up with innovative ways to improve methods that are already in place is to perform A/B tests.

In general there are a few of guidelines that you should keep in mind when you think about mobile-friendly design.

“Minimum font size is 16px. Apple recommends 17-22px. Google

We recommend 18-22px. (We’ve discovered sixteen pixels Georgia to be pleasant and easy to read.)

Contact-to-action targets like buttons must be at a minimum 46px in square

(Apple recommends 44px for squared images, Google suggests 48px squared. We’re

Splitting the difference).

Beware of aggregating links within your content. This makes it difficult to distinguish individual links.

extremely difficult to access.”

(Source)

Experience of a reader

Be aware that your reader’s experience is your primary concern in the design of your emails. Each and every one of

The recommendations given above have been made with one purpose in mind – consider the people who will benefit from them. What are they going to do?

Did you get the email? What is the reason they’ll decide to click the CTA? What are the reasons that could deter them?

133

As users’ experience can be an an essential aspect of optimizing and designing websites,

Thinking about your readers can aid in creating an email that is more appealing to the readers. Make sure that you are in the right direction, think about your readers.

If you’re on the right track, consider making a survey or an A/B test campaign. Feedback from your own

Your readership will tell you how well the success of your email campaign, as well as the ways to enhance the effectiveness of your email campaign.

Optimizing landing page

The task of optimizing your mobile email will not be finished until your email is fully accessible and

designed for designed for. Since emails invite the recipients to take a specific step,

Inviting them to click the CTA and directing them to click, you must ensure that the webpage that they click on is

optimized.

When it comes to landing pages optimized for smartphones, adhere to these guidelines:

* Responsive design is required for the site to load correctly.

Do not use large images which could delay loading time.

* Make sure that the CTA is located near to the very top.

* Make your telephone # clickable so mobile users can call you directly

From on the page that leads to.

* If you’re filling out an online form, make sure to leave only the fields you need, as mobile users are more likely to leave out the fields.

to take them all.

If you can, login via social media instead of filling out a form.

* Cut as much text as you are able to.

* Use HTML to create typography, instead of images that contain text. HTML loads more quickly and is

essential to avoid crucial for.

Mobile marketing email tracking for mobiles

The stats of your campaigns provide a wealth of information regarding the method and the strategy,

Marketing via mobile emails isn’t an exception. The most effective way to assess the impact of mobile marketing on

Your email marketing should evaluate its performance.

If you’re using Google Analytics Take an interest in the option Mobile under the Audience. The

Overview displays the differences in the amount of traffic that is generated between mobile, desktop and tablet. In addition to the

The number of sessions per device, as well as check bounce rate, the average session duration, bounce rate and average

duration and changes.

134

For instance, if, for example, you observe a higher bounce rate on mobile devices in contrast to desktop it could be because of mobile.

A sign of low mobile optimization. This is an indicator of a bad mobile performance. This is a way to determine if goal completion is a sign of poor mobile optimization.

rates, pages, sessions, etc. The information regarding the devices that connect to your website is the

Second option is accessible under Mobile.

When it comes to an email marketing campaign the data must be segmented in order to only separate the

traffic that comes from the traffic that comes from the email campaign. This can be accomplished by two methods:

135

* Adding a third dimension Source/Medium

* By adding a new segment, it will distinguish email as a source of traffic and mobile as

Device category.

You can create an additional filter to filter out email traffic only:

136

The influence of mobile marketing via email

In terms of how mobile marketing impacts online companies, this mostly is dependent on

in the sector. Certain companies report a high proportion of their traffic comes from

mobile devices, which includes email traffic. Other companies say that their traffic is not affected.

The majority of desktops.

Whatever the case, everyone has to admit that mobile-based marketing is a growing trend slow, but it is growing.

taking over. Mobile technology, generally speaking is having a significant impact on the way people communicate, share information and exchange

information, etc. and the impact it exerts and influence it will have on marketing online is indisputable.

Modifying the design of the website

The most crucial aspect in moving towards mobile advertising is

responsive web design. No matter if your visitors are being referred to via email or paid

marketing, your website needs to be designed according to the best guidelines to be able to

Respond to mobile search queries.

137

Alongside mobile-optimization of an email campaign that is crucial in the context of

reaching users who are mobile, it can also impact websites. Your site must be ready for mobile users.

mobile device and is accomplished by the mobile-friendly design.

A mobile-friendly site:

* Utilizes a responsive template that adapts to the display according to the device

* Fast loading

* It’s simple to navigate

Predicting visitor’s behavior

It is important to be aware that not all visitors are alike. People who are coming via email are

Your previous customers, or customers who are attracted to your business that’s why

They’ve signed up to receive your updates at the beginning. So, they are already

They have a clear idea of what you are doing that’s why they’re not like people who are first-time visitors. This means that they

That both the content and method of addressing them must be modified to meet the needs of your audience.

Personalization is your most effective tool to create a relationship with your customers

in such a way to ensure that they open your emails and in a way that they keep clicking on that CTA. Gradually, they will

Build trust in your brand and as a person who sends messages will improve your credibility. Make sure you can predict the future.

like:

* When they’ll require your product or service

* How they interact with emails from promotional companies

* How they interact with newsletters

* How they respond to localization and personalization

Although this is just an estimation based on certain patterns or past behavior it is still a prediction, and you

Do not have the luxury of knowing what the results will be in advance, but it’s an effective strategy to guide you

Learn about mobile users and then optimize your email messages keeping the user’s experience in the back of your head.

Stop one-click visits

If you send an email regarding your latest blog post or an article overall, it is

beneficial to the recipient using the information that you have gathered from the online form you encourage the recipient to click and

take the time to read the read the. But, many of people who click the link will go to the article.

Then, you can leave. In order to ensure that you lower the bounce rate and profit from those visits,

Explore various strategies to avoid the one-click clicks.

138

Strategies can comprise:

* In addition to the article

* Inserting internal links into the text

* Making use of slides instead the text in plain font

Here are some suggestions to help you make the most of mobile traffic to your site, but remember to always

Remember that you’ll need to create this traffic using a catchy and optimized emails.

The suggestions listed below will assist you in creating an email that can be quickly loaded and correctly

Mobile devices display the same information. In the end, keeping in mind the proportion of mobile traffic in total

internet traffic, it’s certain that mobile will be around and will continue to expand. For a company that is looking to

As your business grows as your business. You must be a part of this trend and apply the trend to advantage.

139

15

Email Marketing

Glossary

140

15. Glossary of Email Marketing

1. Affiliate marketing – It’s a form of marketing where retailers make a payment to

Other websites that generate leads, traffic or sales for these websites. This is accomplished by

sharing affiliate links, which include a tracking code that, in this instance is shared through an

email message.

2. alt attributes The ALT attributes are alternative text that will be displayed when the image is displayed.

images are not displayed (because of the slowness of the connection, for example).

3. Automation is the use of a platform or software for the goal

of managing and controlling various tasks related to the management of email marketing, for example

follow-up emails.

4. Auto-responder is an email created automatically and sent as a message. It

It is a response to particular message or can be initiated by a specific event.

5. Duration of sessions average – in analytics, the duration of a session is the time that the session has been in for.

the duration of a visit to the website is. It is determined by dividing the total time of all sessions

seconds and the amount of sessions.

6. B2B, also known as Business to Business involves the exchange of products, information or services between

businesses.

7. B2C, Business to Customer refers to the exchange of data, goods or information

between customers and businesses.

8. Blog – It’s a web page that is regularly updated which is often posted to the website that is owned by the company.

the company to provide more value and to provide more information for the users.

9. Bounce – When the email bounces it will come back to you without being sent to the recipient.

recipient. There are two kinds of bounce: hard and soft bounce.

10. Brand – It’s a service, product or concept that is distinct from others that are similar

products as well as services and concepts. It is unique and innovative. It is a well-known brand

that are associated that they are associated with a particular that is associated with a certain.

11. Brand awareness is defined as a degree to where an internet user is acquaint

and the reputation of the business or with the public image of the company or. This is a result of the brand being familiarized