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Keeping a close eye on campaign metrics will help you continually tweak your emails to improve click through rates. Sometimes getting started in email marketing requires advocating for it first, within your organization. In the Email Minute episode below, Shane Phair gives advice on justifying the investment in email with some powerful stats. Your metrics can tell you a lot about campaign performance and how to improve your email campaigns, but there are three things you should always do after every campaign, regardless of how they performed.
Review subscriber data regularly to monitor activity and engagement ratings.
This includes more common methods such as social media marketing and events , as well as more unusual brand awareness campaigns like giveaways and contests. As you build brand awareness, you can earn more followers and subscribers. This will play into your upcoming campaigns by giving you a wider, more engaged audience. By having a wider and more diverse group of subscribers, you are more likely to attract more leads and gain more conversions. Ultimately, this means more interest and revenue for your business.
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So, follow the 5 steps outlined in this guide to quickly and easily get started with email marketing. Need a refresher on email marketing best practices? Join , in-the-know marketers and get the latest marketing tips, tactics, and news right in your inbox. With our powerful yet easy-to-use tools, it's never been easier to make an impact with email marketing.
Chapter 1 Email marketing cheat sheet. Chapter 2 Step 1: Establish your goals. To help you identify what your goals should be, here are some examples of how Campaign Monitor customers use email marketing: BuzzFeed — The popular news and entertainment website earns revenue by selling advertisements on their site, so the key objective of their marketing team is to drive more traffic.
With that in mind, BuzzFeed sends regular email newsletters containing links to stories on their website with the goal of increasing the number of visits they get each month and increasing the amount of revenue they generate. Rip Curl — The global surfing brand generates revenue through the sale of wetsuits, t-shirts, boardshorts and other surfing goods. Success to their digital marketing team is donations, so they use email marketing to reach out to their donor base, educate them on aid projects UNICEF is undertaking, and ask for donations.
SXSW, Inc. The goal of their marketing team is to increase ticket sales and attendees at these events, so they use email marketing to keep subscribers up to date as new artists and speakers join the lineup. Soho House — This prestigious members-only club is a regular hangout for celebrities and media moguls around the world. The goal of their marketing team is to keep their member base engaged in the club and regularly using the facilities, so they use email marketing to keep their members up-to-date on events and functions they can attend.
Chapter 3 Step 2: Build your email list. Import a list of known contacts If you plan to use email to keep in touch with existing customers, then your email list can be built largely by importing your existing customers details into your chosen email marketing tool.
While this is covered off in much more detail in our email list building guide , here are some incentives you could use to entice people to join your email list: Compelling content — If you have a blog or produce content on your website, then offering to send your best content to subscribers via email is a powerful incentive for them to join your list. First order discounts — If you sell goods through an online store, then offering people a discount off their first order if they subscribe to your email list is an amazing incentive.
Not only does it encourage people to subscribe, but gives them an incentive to purchase as well. Not only is this offer highly relevant — particularly when offered during the checkout process — but being able to get a desirable item into their hands quicker is a powerful motivator for people to subscribe.
While the type of subscribe form you use will depend on the incentive you are offering, here are a few ideas: Header Bar The Header Bar sits at the very top of your website and contains a call to action encouraging people to join as well as a form to input your email address. Top of Sidebar If your site uses a sidebar, typically used in blogs and article segments, this is an ideal place to embed an opt-in for your subscriber list. Lightboxes While pop-ups may be seen by some as intrusive and annoying, countless studies and tests have shown they can be effective.
Chapter 4 Step 3: Select the type of campaigns you want to send. Newsletter An email newsletter is a regularly distributed email campaign that is generally about one main topic of interest. Marketing Offer A marketing offer email is essentially any campaign you send with the goal of driving a direct response. Announcement An announcement campaign is an email sent to your subscribers announcing a new product, feature, or service.
Event Invitation An event invitation email is a campaign designed to increase awareness of your event and encourage people to attend. Here is a great example from Campaign Monitor customer Lincoln Motors. Chapter 5 Step 4: Create your first campaign. An effective way to do this is by using the inverted pyramid model: As you can see from the example above, emails following the model contain a succinct headline that highlights the key message of the campaign, as well as supporting information and visuals to help convince readers about the benefits of clicking-through.
Use Images and Visuals to Boost Engagement In the above pyramid model example, the bulk of the email is visual with minimal text. This kind of targeted optimization is much better than sending blanket emails to everyone. Demographics — useful for customizing campaign messaging to any combination of age and gender ranges. Past activity — useful for segmenting subscribers by past open and click-through behavior. Study behavior to determine what type of content works best for specific segments to customize future campaigns.
There are two main ways to approach segmentation: Sort existing subscribers on the back-end using the subscriber data they provided when they signed up Allow subscribers to self-segment by using separate sign-up lists. Make it easy to convert To drive your subscribers to click through from your email campaigns, you must make it as easy as possible for them to do so. Check out our email newsletter as an example: Because the template is responsive, the middle three sections of content stack on top of each other when viewed on a mobile device.
Take a Strategic Approach to Timing Your Campaigns When creating campaigns, we recommend taking a strategic approach so that your emails follow a promotional or editorial calendar. So, how often should you send emails? The following are a few ideas drawn from our complete guide featuring 50 content ideas for your email campaigns and newsletters : Company information like career opportunities, press featuring your company, and behind-the-scenes content Product updates and information like how-to content, product videos, upcoming releases and discounts Value-driven content like infographics, industry studies, survey results, and recent blogs People-focused content to humanize your brand like new hire bios, executive interviews, customer feedback and testimonials, and team-member blogs Support information like FAQ updates, case studies, success stories, and free resources Event information for community and corporate events, webinars, and trade shows Look for every opportunity to share valuable content over promotional content to keep interest and engagement high.
Chapter 6 Step 5: Measure your results. The report presents to you the key metrics of your email marketing campaign, including: Number of unique opens — The number of unique subscribers who opened your campaign. Number of bounces — The number of email addresses to which your campaign could not be delivered for a variety of different reasons. Number of emails not opened — The number of unique subscribers who did not open your campaign.
Open rate — The percentage of all subscribers who opened your campaign. Then stick your giant road on the wall as part of a road safety display. Make sure your display is somewhere parents will see it. This activity could be delivered on an interactive white board if you have one, or using a tablet or computer for a small group, using basic image editing software such as Paint to create the map, and Powerpoint to add the interactivity.
You: Record some road sounds, or find them online: car, fire engine, motorbike, bicycle bell, a pedestrian crossing beeping. Play these to the children, and show them a set of matching pictures. Giant handprint display.ilupebev.tk
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Use a small box and cut out circles for children to stick to the side for wheels, or just draw a car on a piece of paper and let children colour it in. However, they can be taught rules and encouraged to follow them, and you can help develop their understanding of the dangers on roads and how to avoid them. This will help ensure that as they start to gain independence, road safety is already well engrained. You can explore road safety as part of subjects such as literacy, maths, and science see lesson ideas below.
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Register for Brake's Kids Walk , our annual event for primary schools every June. Thousands of children put their best feet forward to promote road safety and the health and planet-saving benefits of walking.
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Day , to teach year-olds the road safety basics through fun activities. This activity could be delivered using an interactive white board if you have one, or using a tablet or computer for a small group, by showing a picture of a street scene and asking the children to name different street features. Then talk to them about how they are small, and traffic is big. Because they are small they find it difficult to see traffic.
Because they are small they have to be in a special seat in their car. Present scenarios using pictures, film clips or demonstrations on the playground or in the school hall and discuss them with the children.