A best practice guide to EFFECTIVE marketing STRAIGHTFORWARD WHITE PAPER

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1 A best practice guide to EFFECTIVE marketing WHITE PAPER

2 WHY USE ? MARKETING IS THE FASTEST GROWING COMMUNICATION CHANNEL. [1] With the right strategy and guidance, HTML ers can be a powerful and versatile marketing tool that can produce results, and help to develop your customer relationships. 72% Of consumers prefer to receive communication via than any other channel. [2] You re targeting people who already have an interest in your brand. This is why it has the highest return on investment (ROI) among digital marketing channels. [2] 90% Of gets delivered whereas, (for instance) only 2% of followers will see your post in your Facebook news feed. [3] Targeted marketing allows you to reach specific segments of your database which can improve click rates by up to 59%, [4] and subsequently save you money.

3 WHY USE ? A correctly formulated campaign will: - report to you who read or clicked through from your - consequently show you who demonstrated an interest in you, and - subsequently, provide a list of prospects you can follow up! By measuring your marketing activity you can: - refine your s to improve their performance - reduce your marketing costs and/or increase your return Here s whats involved

4 WHAT S INVOLVED? HOW TO CREATE YOUR CAMPAIGN Here s a quick guide covering the basics of what s involved with making an campaign Planning & Design Coding/Building Testing Sending Measuring & Reporting

5 PLANNING + DESIGN ESSENTIALS CHECKLIST A GUIDE TO WHAT YOU NEED TO CREATE YOUR CAMPAIGN. A Quality Offer With Concise Copy, Text & Content Make it relevant, enticing & beneficial to the recipients. Vector Logos & Images Logos and images can be saved as a variety of files such as JPEG, PNG or GIF. URLs / Links Remember to check all your links are working and resolve to live pages on your website. Brand Guidelines You already know the layout, branding, message and graphic execution are crucial to effective communications via , web or print! Database It s best to keep your databases as an Excel or CSV document so they can be uploaded straight to your ESP. ESP ( Service Provider) service providers supply a proven online platform you can use to send your campaigns. So that you can create the best possible campaign, we suggest that you collect the following elements WHAT S AN ESP?

6 WHAT S an ESP? WHY SHOULD YOU USE AN ESP? ESP S ARE INDUSTRY TRUSTED AUTOMATED PLATFORMS THAT SPECIALISE IN THE DISTRIBUTION OF CAMPAIGNS AND DATABASE MANAGEMENT. Reputable Non-Spam Volume er Sending Platform Tracking And Monitoring Campaigns Auto Handle Bounces And Unsubscribes Personalising And Segmenting Campaigns Three popular examples of ESP s:

7 TESTING Different browsers (Apple Mail, Outlook, Gmail etc...) display s differently, that is why it s important to ensure your is fully tested against all browsers to ensure it displays exactly as intended. We recommend you test your s through the service offered by Litmus, simply upload your and they will provide you with a visual of how your will display in different browsers. Using this knowledge s can be adapted to ensure they appear exactly as you intend on every application and browser.

8 MEASURING & REPORTING THE DATA YOU NEED TO MEASURE YOUR CAMPAIGN Campaign Report J16742 SFS PR er 05/08/16 09:15am Campaign Report J16742 SFS PR er 05/08/16 09:15am Full Campaign Overview Subscriber activity Campaign overview Campaign overview shows you the basics of when your campaign was delivered and which recipients received it. Open and click rates Open and click rates show you exactly how many people viewed your and how they responded. Understanding your bounce rate is also important to ensure your is reaching as many people as possible. 85,672 Recipients List: Laidlaw SFS List Ltd Subject: Laidlaw goes from strength to strength as new independent chapter continues Open rate List average 7,802 Opened Successful deliveries Total opens Last opened Forwarded 304 Clicked 10.2% 10.9% 76, % 13,025 8/8/16 11:48 0 Delivered: Fri, 05 Aug :15 Click rate List average 8,893 Bounced Clicks per unique opens Total clicks Last clicked Abuse reports 502 Unsubscribed 0.4% 0.7% 3.9% 762 8/8/16 11: hour performance Opens 2,000 1,500 1, :00AM 1:00PM 5:00PM 9:00PM 1:00AM 5:00AM Top links clicked straightforwardsolutions.co.uk straightforwardsolutions.co.uk/contact-us nouncement-pr.pdf?utm_source= marketing&utm_medium= &utm_ca mpaign=131b8nquqlhygjbfrolocbocfrz2vmsea6iqcswn0uq&utm_content= _ KVURVMulVDDS_3SEwtyWY.@ Clicks Subscriber activity Your subscriber activity shows how your campaign performed across it s first 24 hours, and also the click rate of individual links in your .

9 MEASURING & REPORTING WHO YOUR SUBSEQUENT PROSPECTS ARE! Campaign Report J16742 SFS PR er 05/08/16 09:15am Campaign Report J16742 SFS PR er 05/08/16 09:15am Subscriber activity Click performance Subscriber activity Subscribers with most opens URL Total Unique Understanding which subscribers opened your the most is really useful information which can help you to target s more effectively, and see which segments of your database are performing the best straightforwardsolutions.co.uk/ ers (38%) 221 (33%) straightforwardsolutions.co.uk/how-to 85 (11%) 81 (12%) straightforwardsolutions.co.uk/contact-us 79 (10%) 75 (11%) straightforwardsolutions.co.uk 75 (10%) 73 (11%) straightforwardsolutions.co.uk 63 (8%) 62 (9%) straightforwardsolutions.co.uk 61 (8%) 61 (9%) straightforwardsolutions.co.uk 54 (7%) 53 (8%) straightforwardsolutions.co.uk 52 (7%) 52 (8%) Click performance Click performance shows you an in-depth view of how your links performed.

10 HOW WE DO IT AT OUR TRIED AND TESTED ER SERVICE IS DESIGNED TO PROVIDE YOU WITH RESULTS. Our service to you extends beyond just an attractive design (even though that goes without saying), so we ve put together a guide of how the Straightforward process works. 1. THE BRIEF We work with you to design an campaign brief that meets the needs of your business or offer. To get an idea of the content needed for your , see our useful checklist. 2. THE DESIGN Using your brief and content we then start work on an attractive and effective design. As part of this process, you will receive a proof of our design for you to approve. 3. THE Tech It s vital your reaches the client in the way you intended. That s why we ensure your is coded and tested to withstand any provider, and appear just how you want. 4. THE Report We monitor the performance of your campaign and supply you with useful stats including opens, clicks and also the most active recipients so you have can see exactly how your performed and who was interested.

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12 GLOSSARY SEEING THROUGH THE MARKETING JARGON Open Rate A rate of opens calculated for each sent campaign. It s determined by the number of times the campaign was opened, divided by the number of people who received the campaign. Click Performance The click performance report lists each URL from a sent campaign and displays the total clicks versus unique clicks for each link. Links generated by merge tags, such as View in Browser, Update Profile, or Unsubscribe are not tracked and do not count towards your campaign s click report. ESP Service Provider such as MailChimp, Campaign Monitor or Dotmailer. Opt-in The process of opting in to receive s from a company. Data Field Each type of information about recipients in a database. (e.g. name, age, address etc...) Bounce Bounces are undeliverable addresses to an inbox. When an bounces, it is classified as either a soft or a hard bounce. A hard bounce indicates an that cannot be delivered. A soft bounce indicates a temporary delivery issue, such as the recipient s inbox is full, their server is down, they re on vacation and have set up their set to away. Abuse Complaint An abuse complaint occurs when your recipient clicks to report spam in their program. The abuse complaint causes the recipient to be automatically unsubscribed and they will no longer receive your campaigns.

13 OUR REFERENCES... References [1] Adestra, (2016) 10 Years On: New Research Shows Marketing To Be Fastest Growing Channel, Yet Investment And Automation Remain A Challenge - Adestra Post [online] available from < [6 September 2016] [2] Litmus, (2016) The Ultimate Guide To Optimisation. 1st edn. Litmus [5] MailChimp, (2016) Effects Of List Segmentation On Marketing Stats Mailchimp [online] available from < [6 September 2016] [4] Campaign Monitor, (2016) Why Marketing Benefits Of Marketing Campaign Monitor [online] available from < resources/guides/why- /> [6 September 2016]