20 common mistakes you should avoid while handling an e-marketing campaign

BMMA - Belgian Management and Marketing Association

Presented at JoomlaDay Sydney 2013 by Adrien Baborier, AcyMailing.

Tecnologia Negócios

10

20 questions
about e-mail marketing
Adrien Baborier
AcyMailing – Project Manager

10 questions about e-mail marketing

Who am I?

10 questions about e-mail marketing

1/ Build your list of contacts
2/ Write your Newsletter…
3/ … and send it
4/ Analyze your statistics

3

10 questions about e-mail marketing

How can I
extend my list
of contacts?

10 questions about e-mail marketing

•
•
•
•

Subscription form
Integration with your contact form
Integration with your registration form
Add a checkbox to your checkout process

• Facebook page
• Squeeze page
5

10 questions about e-mail marketing

I just bought a list
of 2 millions
contacts…
Can I import
them in
AcyMailing?

10 questions about e-mail marketing

• Yes, you can!
• But…
7

10 questions about e-mail marketing

1/ Build your list of contacts

2/ Write your Newsletter…
3/ … and send it
4/ Analyze your statistics

8

10 questions about e-mail marketing

Should I
include an
unsubscribe
link?

10 questions about e-mail marketing

• For your users
• For you!

• Avoid users marking you as spam
• Get feedback about your users
11

10 questions about e-mail marketing

Can I create
responsive
emails?

10 questions about e-mail marketing

• Sure!
• Keep in mind it won’t always work…

13

10 questions about e-mail marketing

What
Newsletter
should I send?

10 questions about e-mail marketing

• Send information your
customer needs…

• …when he needs it.

15

10 questions about e-mail marketing

1/ Build your list of contacts
2/ Write your Newsletter…

3/ … and send it
4/ Analyze your statistics

16

10 questions about e-mail marketing

When should
I send my
Newsletter?

10 questions about e-mail marketing

• Don’t send it in a rush
• Test it
• Test it
• Test it
18

10 questions about e-mail marketing

My host does not
allow me to send
more than 400
emails per hour, but
I have a database of
2000 contacts...
What should I do?

10 questions about e-mail marketing

• Spread your send process
• Upgrade your host plan
• Use an external delivery service
20

10 questions about e-mail marketing

1/ Build your list of contacts
2/ Write your Newsletter…
3/ … and send it

4/ Analyze your statistics

21

10 questions about e-mail marketing

I have a 35% open
rate…

How come 65% of
my users don’t
receive my news?

10 questions about e-mail marketing

• Statistics are not 100% accurate
• 30% < Great
• 15% < Good < 30%
• Poor < 15%

23

10 questions about e-mail marketing

I have a 10%
open rate...

How can I
improve it?

10 questions about e-mail marketing

• People receive my News but don’t
open it…
• Subject
• Sender information
• Few first words

• People don’t receive my News…
25

10 questions about e-mail marketing

How can I
improve my
deliverability?

10 questions about e-mail marketing

• SPF
• Sender-ID
• DKIM
• Blacklists
• Use an external delivery service

• Test on mail-tester.com
27

10 questions about e-mail marketing

mail-tester.com

28

10 questions about e-mail marketing

mail-tester.com

29

10 questions about e-mail marketing

• Go EAT!

30

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