1) SMART goals and a contact strategy
It pays to go back to basics to set SMART goals. Email marketing is one of the techniques that marketers use when they need to get out of a tight spot and increase sales and conversions.
But as the saying goes, the one who goes the fastest does not arrive first, but the one who knows where he is going. And marketers must take their time to establish the objectives of each email. This is where the SMART technique comes in:
- specific
- Measurable (Measurable)
- Achievable (doable)
- realistic
- timed (time)
SMART goals will allow you to define clear KPIs, contact strategies for each scheduled email or campaign, and how often emails are sent to subscribers or contact bases and in response to what events.
2) The 3 Vs to get registrations via email
There are many techniques to grow your subscriber base and it is vital that you make the most of your own means and get contact emails thanks to new registrations.
Note the 3Vs for this.
- Visibility . It’s pretty obvious, but make sure the signup method and CTAs are obvious. Some potential locations are on the home page, on product or landing pages, on social media profiles, on transaction confirmation pages, in transactional emails, and more.
- Value . Why should someone subscribe? List the benefits in the email you send.
- Speed . It causes the registration of the email to be a quick act. Put a simple form where the person leaves their email and with a single click on a button the quick response to what the consumer wants will be given. Do not first put a button that takes you to another landing, where the subscription is made, otherwise you complicate the process and you can lose potential contacts along the way.
3) Identify the right metrics
If you have clear goals, then these should reveal the right metrics to track.
Email marketing metrics can be divided into two types: process and result metrics.
A few of each type:
- Process Metrics . These types of give trend indicators over time, but by themselves they do not necessarily indicate that the campaign has been successful. Some examples are:
- acceptedrate . The percentage of emails delivered compared to the number sent.
- Bouncerate . The percentage of undelivered emails.
- Openrate . The percentage of opened emails.
- Click through rate (CTR). The percentage of recipients who have clicked on any of the links contained in the email.
- Click-to-open rate (CTOR). It is the percentage of recipients who have clicked on one of the links contained in the email divided by the number of opened emails, and the result is multiplied by 100. This way, the quality of the content and the level of engagement can be evaluated.
- Results Metrics . They measure the objectives of a company or brand and are a better indicator of the success of an email marketing campaign. Some examples are:
- New subscribers or registration rate .
- Conversion rate . The percentage of recipients who sign up based on the purpose of the email.
- Value of an email address . Average lifespan of an email. You use this kpi to determine how much money you are willing to spend on getting a new customer.
- Cost per acquisition . The average amount required to acquire a record or customer.
- Return by email . The amount of revenue earned during a campaign divided by the number of emails delivered, opened, or clicked.
- Return per customer . The average or median revenue generated across all members of the contact base or those who convert.
- Average order value .
- lifetime value . The money a subscriber gets to spend with you over their lifetime in your contact base.
4) The 3 Vs of unsubscribing
The 3 Vs apply not only to the capture of registrations but also to the processes of unsubscribing or unsubscribing.
- Visibility . Don’t put it in lowercase font. Make the option look good so recipients can easily unsubscribe.
- Value . It offers people who want to unsubscribe an easy-to-use preferences process. This will allow recipients to change their registration address, alter mailing frequency or content preferences. This allows them to update their data quickly. You can also offer to contact them through other means, such as SMS or direct mail.
- Speed . Once again, it should be quick to unsubscribe. Optimized for mobile, without the need to log in and without waiting two weeks.